A Fragrant Wake-Up Call for Travellers Holiday Inn Express by IHG has launched a limited-edition in-room innovation designed to boost the way guests start their day. The new Breakfast Alarm Clock gently wakes guests with the mouth-watering aroma of breakfast, replacing traditional beeps with diffuser-style scent bursts.
Inspired by Research, Designed for Comfort
The concept stems from recent research showing that 9 in 10 travellers across the Asia Pacific struggle with sleep, and 58% say a pleasant smell can lift their mood in the morning, especially while away from home. With this insight, Holiday Inn Express created the first-ever scent-based alarm clock designed by a hotel brand.
Scents That Stir the Senses
Guests can choose from a selection of regionally inspired scents, including Coffee, Bacon, and Blueberry Muffin in Australia and New Zealand; Nashi Pear in Japan; and Mango in Singapore and Thailand. These aromas are designed to evoke comfort, familiarity, and the promise of a free hot breakfast, one of the brand’s most cherished offerings.
A New Standard in Sleep and Wake Experiences
The Breakfast Alarm Clock is part of Holiday Inn Express’ broader mission to help guests sleep better and wake easier. It complements the brand’s existing sleep-enhancing amenities, such as blackout blinds, soft and firm pillow options, power showers, and bedside charging ports.
Leadership Perspective
Dean Jones, Vice President of Commercial, East Asia & Pacific, IHG Hotels & Resorts, shared: “We’ve intentionally designed the Holiday Inn Express experience with the best of both worlds: everything needed for a proper night’s sleep, plus a free hot breakfast. The research has helped us focus on what matters most to our guests.”
Available across Asia Pacific, the scent-powered alarm clock is now available for trial in Holiday Inn Express hotels across Australia, New Zealand, Singapore, Thailand, and Japan. It’s a playful yet practical innovation that reflects the brand’s commitment to offering guests more of what matters, especially when it comes to starting the day right.
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