Hotel chain Travelodge are piloting something they have called a 'Cuddillow'. The spin behind this PR idea is that 63% of the 2,000 participants they surveyed claimed a bedtime cuddle was necessary for them in order to sleep.
The Cuddillow is a massive two-and-a-half feet long and has two arms for guests to snuggle into if they are missing home or their loved ones. However there is a major draw back - its free to hire from reception so they have to ask for it! Still cheaper than an affair though.
