Hitting snooze on your morning routine while travelling may soon be a thing of the past. Holiday Inn Express, part of IHG Hotels & Resorts’ essentials portfolio, has unveiled the Breakfast Alarm Clock: the world’s first in-room, scent-based alarm clock created by a hotel brand.
Instead of blaring alarms, guests are gently woken by the irresistible aroma of breakfast favourites, from freshly brewed coffee to warm blueberry muffins and tropical fruits. The innovation is available for a limited time at selected Holiday Inn Express hotels in Singapore, Thailand, Japan, Australia, and New Zealand.
Inspired by Morning Struggles
The launch follows findings from The Great Asia Pacific Wake-Up study, which revealed that 73% of travellers lose part of their morning routine when away from home. Exercise, checking emails or news, and eating breakfast were the most frequently dropped habits. The study also showed that 58% of travellers felt a pleasant scent could help them wake up better, with coffee, baked goods, and fresh fruit topping the list of mood-lifting aromas.
Regional Flavours, Familiar Comforts
The Breakfast Alarm Clock features scents tailored to local preferences:
- Singapore & Thailand: Coffee, Blueberry Muffin, Mango
- Japan: Coffee, Nashi Pear, Blueberry Muffin
- Australia & New Zealand: Coffee, Bacon, Blueberry Muffin
These choices reflect travellers’ top breakfast cravings across the region, combining a playful wake-up experience with the brand’s signature Express Start Breakfast, always included in every stay.
Limited-Time Experience
Guests can enjoy the Breakfast Alarm Clock at the following hotels:
- Singapore (1–22 October 2025): Katong, Novena, Clarke Quay, Orchard Road, Serangoon
- Thailand (6–27 November 2025): Bangkok Central Pier, Sathorn, Siam, Pattaya Central, Rayong
The initiative adds to Holiday Inn Express’ promise of an Express Recharge, complete with blackout blinds, soft and firm pillows, power showers, and bedside charging ports ensuring a refreshing start to every day.
Book your stay and choose your wake-up scent here.
