Wake Up to Breakfast in the Air: The world’s first scent-based alarm clock
Holiday Inn Express by IHG is piloting a world‑first sleep upgrade: a scent‑based alarm clock that wakes guests with the aroma of breakfast instead of a buzzer. The diffuser‑style device releases the scent you choose at wake‑up, turning mornings into a more pleasant moment for travelers. The trial will be offered across Australia and New Zealand, with participation in Singapore, Thailand, and Japan.
In This Article:
How it works: A diffuser-style alarm that releases breakfast scents
The alarm acts like a diffuser, releasing your chosen breakfast scent when it sounds. In Australia and New Zealand, options include Coffee, Bacon, and Blueberry Muffin. In Japan, the scent is Nashi Pear. In Singapore and Thailand, Mango is featured. The scent wakes you up and sets the tone for your morning.
Why scent matters: research shows smells can brighten wake-ups
A Holiday Inn Express‑commissioned study found that 58% of travelers in Asia Pacific say a pleasant smell would help them feel better when they wake up. Respondents also named preferred wake‑up scents: coffee or tea (56%), baked goods (38%), fresh fruit (30%), and bacon and eggs (43% in Australia). Dean Jones, Vice President of Commercial, East Asia & Pacific, IHG Hotels & Resorts, says: 'We know from the research that travelers across Asia Pacific are struggling with sleep, and many skip breakfast when they travel – sometimes to save money. The power of scent: that first whiff of coffee or fresh croissant can work wonders — especially when it’s free.''
Availability and timing: a limited-time regional trial
All Holiday Inn Express hotels across Australia and New Zealand, plus participating hotels in Singapore, Thailand and Japan, will offer guests the chance to trial the Breakfast Alarm Clock. The experience is available for a limited time starting Oct. 20, 2025.
