It is every holidaymaker's nightmare. Arriving at the hotel pool just after breakfast only to discover that all the sun loungers already have a towel laid over them, that unwritten claim of ownership that can only be challenged by the bravest sunbather.
But one enterprising Englishman has come up with a solution for those who simply aren't capable of sneaking poolside before breakfast to bag their spot.
Daniel Jain believes his newly launched phone app could take the stress out of sunbathing and put an end "sunbed wars" once and for all.
"I think it ruins people's holidays when they have the constant fear of having to wake up super early just to ensure their family has some sunbeds by the pool," the 23-year-old from London, told The Local.
"Especially as they have paid a lot of money to be there in the first place."
The BookMySunbed app allows reservations to be made weeks in advance and has been launched this summer at resorts across Marbella.
"Just like booking a cinema or airplane seat, the app allows travellers to pick out their preferred sunbed in the exact location of their choice, all with a few taps on their smartphone," the developer explained.
Jain came up with the idea after experiencing what many holidaymakers suffer at the pool.
"We're regular visitors to the Costa Del Sol, and a recent altercation at one of our local resorts (beds that we thought were booked, in fact were not!) highlighted that the process of making sunbed reservations can be improved."
The app is already available at hotels in Marbella before being rolled out across other resorts in Spain and then, hopefully, the world.
"Marbella has the culture, the vibe and the history. It was the first place where the 'Beach Club' concept was introduced to the world and how great would it be that Marbella again, can be the first to solve the 'Towel Wars'," Jain said.
The app is already available in seven languages; English, French, Greek, Italian, Spanish, Portuguese and Russian.
"No more early mornings for anyone," predicts Jain. "You're on holiday, have a lie in!"