Holiday Inn Express, a brand under IHG Hotels & Resorts, has launched a new hotel amenity designed to transform the morning wake-up routine for travelers. The new scented alarm clock, known as the Breakfast Alarm Clock, replaces traditional beeping sounds with the smell of popular breakfast items.
The scented alarm clock acts as a scent diffuser and is currently being introduced across all Holiday Inn Express locations in Australia and New Zealand, with select hotels in Singapore, Thailand, and Japan also participating in the rollout.
Guests can choose from a range of wake-up scents, including Coffee, Bacon, and Blueberry Muffin in Australia and New Zealand, Mango in Singapore and Thailand, and Nashi Pear in Japan. When activated, the scented alarm clock releases the selected aroma at the designated wake-up time, aiming to create a more pleasant and energizing start to the day.
The initiative was developed following a study commissioned by Holiday Inn Express, which found that 58% of travelers in the Asia Pacific region said a pleasant smell would help improve their mood upon waking, especially while traveling. Commonly preferred scents included coffee or tea (56%), bacon and eggs (43% in Australia), baked goods (38%), and fresh fruit (30%).
Dean Jones, Vice President of Commercial for East Asia & Pacific at IHG Hotels & Resorts, explained that the new product addresses two common travel concerns: disrupted sleep and skipped breakfasts. “We know the power of scent — that first whiff of coffee or a fresh croissant can set the tone for the day,” said Jones.
The Breakfast Alarm Clock experience is available for a limited time beginning October 20, 2025.