The French used to call it "cinq-a-sept,": That time of the afternoon for men to meet their mistresses before returning to their wives.
But in modern times, could it be a savior for struggling hotel chains?
French website Dayuse.com is one company helping traditional hoteliers to sell rooms for just a few hours during the day.
Buyers include travellers who want a second office, a place to stay between flights rather than use an airport lounge or somewhere to grab a quick rest.
Currently on the website, a 5 hour day time slot at a Best Western hotel in Manhattan is available from $105 dollars. The site claims that's a 70 percent saving on night time use.