It's getting less common.

Many hotels now have an automated system where you punch in a time on the phone's number pad and it stores it and robo-dials you.

I actually use such a service at home sometimes. If I am supposed to take an important early flight, I use a service called "Personlig väckning" - Personal wakeup. Its been around forever. You call them, tell them that you want to be woken up at 04. They call you at that time. Its a bit safer option than the alarm clock for me. Because I actually have to answer the phone, say good morning and say my name to confirm they called the right number. One time they called me again because I didnt sound fullt awake.

Of course there a modern solutions to this problem but I kind of like the "human contact aspect" of it. It costs like $5.