Almost 20 years ago, the team at The Peninsula Beverly Hills hotel realised a growing trend: an increasing number of guests were arriving in the early morning, long before the traditional afternoon check-in time. These travellers, many of whom had come to the U.S. on overnight flights from other countries, did not want to wait for the customary late-afternoon hour to check into their rooms; they sought immediate access so they could rest, freshen up, and begin their stay on a high note.