When many guests check into a hotel, they may be keen to get into their room as quickly as possible, either to unpack their bag, get washed after a long day's travelling or go to bed.
Now, in addition to the traditional hotel supplies, Holiday Inn is set to invest in iPhone technology that will see the handset being used as a room key - making the check-in process speedier for guests and ensuring that they are less likely to get locked out.
Speaking to USA Today, InterContinental Hotels Group executive Bryson Koehler said that simplifying the key hand-over process is the "Holy Grail" for the chain.
"The proliferation of smartphones is growing in such a way that we have to look at what people are already bringing with them to make their stay more enjoyable," he added.
It is hoped that the technology will mean guests no longer have to go through the front desk.
However, Jessica Alexander, spokeswoman for the Sleep Council, recently told the Lincolnshire Echo that many hotels are "obsessed" with providing the latest gadgets, when all most people want is a good night's sleep.