Key points
- In the midway of the second paragraph, this Bangkok Hotel News report highlights how such a novel approach not only helps travelers rise with ease but also ties into the brand’s long-standing commitment to offering free hot breakfast as a signature part of the guest experience.
- Waking up to the smell of breakfast instead of an irritating alarm could become one of the most memorable aspects of a hotel stay.
- This initiative is not just about novelty but about setting a new benchmark in how hotels meet both physical and emotional guest needs, ensuring that the first moment of the morning leaves a positive impression that carries throughout the day.
Bangkok Hotel News: A new way to wake up on your travels
Holiday Inn Express by IHG has introduced a first-of-its-kind in-room innovation designed to make mornings less stressful and more delightful for hotel guests. The “Breakfast Alarm Clock,” a scent-powered wake-up device, is being rolled out across hotels in Australia, New Zealand, and select locations in Singapore, Thailand, and Japan. Instead of a blaring alarm, guests can now start their day by being gently awakened with the aroma of freshly brewed coffee, sizzling bacon, or even sweet blueberry muffins. In the midway of the second paragraph, this Bangkok Hotel News report highlights how such a novel approach not only helps travelers rise with ease but also ties into the brand’s long-standing commitment to offering free hot breakfast as a signature part of the guest experience.
Holiday Inn Express introduces scent alarm clocks to make mornings more enjoyable for guests
Image Credit: Holiday Inn Express
Research inspired by guest needs
The concept was driven by a survey conducted by IHG Hotels & Resorts in collaboration with YouGov, which revealed that nearly nine out of ten travelers in Asia Pacific struggle with sleep during a typical week. The same research showed that 58 percent of respondents believe a pleasant smell can improve their mood first thing in the morning, especially while away from home. Among the most desired scents, coffee and tea topped the list, followed by bacon and eggs, baked goods, and fresh fruit. These findings have now been translated into a tangible in-room feature that connects science with sensory comfort.
Customizable scents for different markets
To reflect local preferences, Holiday Inn Express is offering slightly different scent menus depending on the country. In Australia and New Zealand, guests can choose coffee, bacon, or blueberry muffin. In Japan, the popular Nashi pear has been included, while in Singapore and Thailand, mango has been added as a tropical option. The device itself works much like a diffuser, slowly releasing fragrance into the room at the scheduled wake-up time, ensuring that guests are gently roused instead of jolted awake.
The “Breakfast Alarm Clock,” a scent-powered wake-up device, is being rolled out across hotels in Australia, New Zealand, Singapore, Thailand & Japan
Image Credit: Holiday Inn Express
Elevating the guest experience
Dean Jones, Vice President of Commercial, East Asia & Pacific at IHG Hotels & Resorts, noted that the new alarm clock is another step in helping guests maximize their stay. He explained that the initiative aligns perfectly with the Holiday Inn Express mission: to provide a great night’s sleep, free breakfast, and practical amenities that matter most to travelers. From blackout blinds and pillow choices to bedside charging ports and power showers, the brand continues to expand its focus on making travel easier and more enjoyable.
Limited availability for now
The Breakfast Alarm Clock will be available for a limited time starting from October 20, 2025. Guests staying at participating hotels can book the experience, select their preferred wake-up scent, and enjoy mornings that are more memorable than ever. Beyond its novelty, the initiative reflects a broader industry shift toward personalized sensory experiences that enhance comfort and guest satisfaction.
Waking up to the smell of breakfast instead of an irritating alarm could become one of the most memorable aspects of a hotel stay. If this trial proves successful, it may well reshape how hotels across the region approach morning routines, blending wellness, innovation, and hospitality into one unique package. By linking research-driven insights with creative guest experiences, Holiday Inn Express is positioning itself as a pioneer in redefining the way travelers start their day. This initiative is not just about novelty but about setting a new benchmark in how hotels meet both physical and emotional guest needs, ensuring that the first moment of the morning leaves a positive impression that carries throughout the day.
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