A large part of your beach holiday centres around the sun lounger.
You wake up at the crack of dawn in the hope of bagsying one with the right amount of shade and sun – only to find that some arsehole has got there before you.
The rest of the day is spent trying to get comfy without sticking to the hot plastic, attempting to keep your water cool, and trying to remember to keep applying suncream.
At 5pm, you wake up with a piping hot bottle of volcanic water next to your chair, looking like a piece of streaky bacon.
But this could all be a thing of the past – if you have a spare £45,000 lying around.
Because SIMBA has just revealed what they’re calling ‘the world’s most advanced sun lounger’.
The SIMBA BLUE is a sun lounger that moves with the sun via a series of solar panels – so you can chase or shelter from the rays throughout the day.
And it spritzes you with SPF 50 mist when it detects the UV rays reaching a certain point.
So you need never look like a scorched lobster again.
The mattress apparently reclines to a position designed to simulate weightlessness (incredibly useful after five beach-side pina coladas).
It also offers a drinks cooling hole, a solar powered phone charger, wifi hotspot, a safe (because if you can afford this, you’re bound to be laden down with jewels), and a UV and Vitamin D monitor which feeds data to your smartphone so you know exactly what risks you’re running.
But this lounger isn’t just for daytime fun.
Oh no, it’s been designed to take you seamlessly from afternoon sunbathing to evening slumber thanks to an LED parasol system which glows a sleep-inducing shade of amber after sunset.
The light’s colour is designed to help you start producing melatonin – the sleep hormone – so that by the time you eventually manage to stagger back to your yacht/5* resort/private island mansion, you’re really ready for a proper night’s slumber.
SIMBA say it took them took 7 months – 5,000 hours of innovative research – to create the lounger, which is available on pre-order for £45,000.
A bargain, I think you’ll agree.