Holiday Inn Express Introduces Breakfast Alarm Clock Experience
Holiday Inn Express by IHG has introduced a new in-room experience designed to enhance the way guests wake up. The Holiday Inn Express Breakfast Alarm Clock is a device that releases breakfast-inspired scents to rouse guests in place of traditional alarms, gently.
Available at Holiday Inn Express hotels across Australia and New Zealand, as well as at select hotels in Singapore, Thailand, and Japan, the Breakfast Alarm Clock showcases one of the brand’s key features – a complimentary hot breakfast – by transforming it into a sensory wake-up option.
Guests using the Breakfast Alarm Clock can select their preferred wake-up aroma and be woken each morning by a diffuser-style scent alarm instead of conventional sounds.
The concept draws on research commissioned by Holiday Inn Express, which found that 58% of travellers in the Asia Pacific say a pleasant smell helps them feel better when waking up. Respondents named coffee or tea (56%), bacon and eggs (43% in Australia), baked goods (38%), and fresh fruit (30%) as scents most likely to improve their morning mood. These preferences have been turned into a set of available wake-up scents: Coffee, Bacon, and Blueberry Muffin in Australia and New Zealand, Nashi Pear in Japan, and Mango in Singapore and Thailand.
Dean Jones, Vice President of Commercial, East Asia & Pacific, IHG Hotels & Resorts, said, “Travellers across Asia Pacific often find it hard to maintain sleep routines while travelling. We’ve designed the Holiday Inn Express experience to support better rest and a reliable breakfast, and this new feature builds on that approach.”
The Breakfast Alarm Clock experience will be available for a limited period, starting from 20 October 2025, in Australia, New Zealand, Japan, and select hotels in Thailand and Singapore. Guests can book their stay, choose their wake-up scent, and learn more at: hiexpress.com/freebreakfast.
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