On architects' plans, this new bedroom tends to be described as the "second master suite", the paper reported.
But everyone knows what it's really for.
Respite from a snoring spouse, or one who loves late-night reading, late-night television or late-night laptop viewing -- basically anything an irritating spouse may do that keeps the other from getting their 40 winks.
Stephen Lindsay, the head of the upmarket Savills estate agency in the posh St. John's Wood neighborhood of London, is quoted by the paper as saying that demand for a second master suite was growing, especially among the many international buyers that swamp the London real estate market.
"They are both tickled by the English humor when we announce the snoring room, but also attracted to the flexibility that it allows," he was quoted as saying by the Sunday Times, the paper's sister paper.
"Often pegged as a second master or VIP guest suite, developers are adding snoring rooms to new properties to meet this buyer appetite," he said.
"As wealth increases, demand for comfort increases, and it's now pretty commonplace, with most developers incorporating a second master into their plans," Peter Brookes, the associate director of Savills in the upmarket Hampstead neighborhood was quoted as saying.
The paper said the trend was not only confined to the ultra-rich.
One in six British couples do not share a double bed, according to a study by the Sleep Council, which represents bed manufacturers. Some prefer separate rooms to twin beds in the same room, the study showed.
But what's all this separate room stuff doing to couples' sex lives?
One relationship expert and author quoted by the paper thinks a couples' intimacy need not necessarily suffer.
"Couples sleep apart because of snoring and breastfeeding, or just because they're light sleepers," Cate Campbell was quoted as saying by the London paper.
"But it needn't be a bar to sensuality," she said. "When you do share a bed it is a deliberate decision and can add to the excitement."