Holiday Inn, operator of over 4,000 hotels worldwide, will begin to offer a free five-minute "human bed warming service" at it's London Kensington hotel throughout next week.
If requested, a willing member of hotel staff will jump in your bed, dressed head to foot in an all-in-one sleeper suit, until your nightly chamber warms up.
"Like having a giant hot water bottle in your bed" is how Holiday Inn spokeswoman Jane Bednall described the idea.
Bed Warmers Jacqui Barry and Nick Woods (pictured) helped to beat the big freeze for Laurence Lancashire, centre, at the Holiday Inn Kingston-South in Surbiton, Surrey.
Dr Chris Idzikowski, director of the Edinburgh Sleep Centre, said the idea could help people get off to sleep.
He said: "There's plenty of scientific evidence to show that sleep starts at the beginning of the night when body temperature starts to drop.
"A warm bed - approximately 20 to 24C - is a good way to start this process whereas a cold bed would inhibit sleep.
"Holiday Inn's new bed warmers service should help people achieve a good night's sleep especially as it's taking much longer for them to warm up when they come in from the snow."
There are so very many reasons why this is one of the absolute worst ideas the Brits have come up with since losing their spinal cords, testes, and common sense, that I'm at a genuine loss for words.