by Lacey Pfalz
Last updated: 9:20 AM ET, Thu September 25, 2025
The Holiday Inn Express brand is testing out the first scent-based alarm clock designed by a hotel brand in a bid to improve guest mornings.
The Holiday Inn Express Alarm Clock is being tested out at branded hotels across the Asia Pacific as a new in-room device that travelers in Australia, New Zealand, Singapore, Thailand and Japan can test out for themselves. It’s available for a limited-time from October 20, 2025.
Those who do can choose their preferred wake-up aroma, ranging from Coffee, Bacon and Blueberry Muffin in Australia and New Zealand to Nashi Pear in Japan and Mango in Singapore and Thailand.
When it comes time to wake up, travelers won’t be disturbed awake by blaring and unfamiliar noises: instead, they’ll be gently awoken by the smell of their chosen scent, reminding them of the brand’s favorite promise: free breakfast.
The move comes after a research poll conducted on IHG’s behalf, which asked over 4,000 people in the region what might help them in the morning: 58 percent responded that a pleasant smell helps them feel better in the morning.
“We know from the research that travellers across Asia Pacific are struggling with sleep, and many skip breakfast when they travel – sometimes to save money,” said Dean Jones, Vice President of Commercial, East Asia & Pacific at IHG Hotels & Resorts.
“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. We want guests to maximise their stay with us, whether it’s for work or leisure, or both – and the research has been a great way to direct our attention to do more of what matters most.”
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