Thomas Cook is getting substantial coverage in the national consumer media today after launching a service allowing customers to pre-book sunbeds in resort.
The package holiday company, believed to be the first to put an end to the common poolside grievance, suggested the service fulfilled the trend for personalised trips.
Customers staying at the hotels taking part in the scheme will receive an email six days before departure asking if they would like to reserve a sunbed. The poolplans will include a compass so customers know what time of the day they can enjoy the sun and shade.
With the morning dash to grab a spot by the pool becoming a much-mocked holiday stereotype, Thomas Cook hopes the scheme will allow families to spend more quality time together while they are away.
Chris Mottershead, Thomas Cook's United Kingdom managing director, said: "Traditional package holidays are a thing of the past".
Choose Your Favourite Sunbed will cost €25 per sunbed per stay.
Chris Mottershead, UK managing director, said: "We're excited about the opportunity with Choose Your Favourite Sunbed, particularly among families that want to secure a number of beds together in a specific spot".
If the trial at three properties proves successful, it will be available in 30 Thomas Cook branded hotels from the start of the summer season this year. A maximum of 20% of sunbeds will be available to reserve, and the firm says: "Unfortunately, we can't guarantee everyone will be offered this option due to operational reasons".