Holiday Inn Express by IHG has unveiled a world-first hotel innovation designed to make mornings more delicious: the Breakfast Alarm Clock. This in-room device wakes guests with the enticing aroma of breakfast, replacing blaring alarms with a gentle, sensory start to the day.
Starting 20 October 2025, guests at Holiday Inn Express hotels across Australia, New Zealand, Japan, and participating properties in Thailand and Singapore can trial the Breakfast Alarm Clock. Guests choose their preferred wake-up scent, which is released in a diffuser-style alarm each morning—think the smell of coffee, bacon and eggs, or freshly baked blueberry muffins in Australia and New Zealand; Nashi pear in Japan; and mango in Singapore and Thailand.
The concept is based on research commissioned by Holiday Inn Express, which found that 58% of travelers in Asia Pacific feel that a pleasant smell helps them wake up or feel better in the morning. Coffee or tea, bacon and eggs, baked goods, and fresh fruit ranked as the most mood-lifting scents, inspiring the Breakfast Alarm Clock’s aroma options.
Dean Jones, Vice President of Commercial, East Asia & Pacific at IHG Hotels & Resorts, said:
“Waking up while traveling can be tough, and many skip breakfast to save time or money. The Breakfast Alarm Clock combines the comfort of a proper night’s sleep with the joy of a free hot breakfast. That first whiff of coffee or fresh croissant can make all the difference.”
The Breakfast Alarm Clock complements Holiday Inn Express’s Express Recharge experience, which includes options like soft and firm pillows, blackout blinds, power showers, and bedside charging ports, ensuring guests wake up refreshed and ready for the day.
The use of scent in hotels, known as olfactory branding, is a growing trend aimed at creating memorable experiences for guests. Hotels often collaborate with scent marketing companies to develop signature fragrances that align with their brand image and target audience. These scents are then diffused through various methods, such as HVAC systems or scent diffusers, ensuring a consistent and subtle presence throughout the hotel
