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| Source: Holiday Inn Express. The Breakfast Alarm Clock uses scents to wake people. |
The Great Asia Pacific Wake-Up, commissioned by Holiday Inn Express, part of IHG Hotels & Resorts' essentials portfolio, found that restless sleep, chronic snoozing, and skipped breakfasts are common themes across the region.
Even with the best intentions, travel can throw well-established routines off track. The research revealed 73% of travellers across Asia Pacific lose part of their morning routine when away from home, with the most commonly-neglected habits being exercise, catching up on emails or news – and eating breakfast.
To help make mornings easier and tastier, Holiday Inn Express is introducing the Breakfast Alarm Clock. Now available for a limited time at participating Holiday Inn Express hotels in the Asia Pacific region, the in-room device is the world's first scent-based alarm clock created and designed by a hotel brand. Instead of waking guests with loud beeps, the aroma of breakfast favourites is used. Guests will be roused each morning by a fragrant reminder of one of the brand's most loved hallmarks – the Express Start Breakfast, included with every stay.
The concept was inspired by insights from the study, which found that 58% of Asia Pacific travellers felt a pleasant smell helps, or would help, them feel better when they wake up. When asked which scents would lift their morning mood, respondents named coffee or tea (56%), baked goods (38%), and fresh fruit (30%). These top picks have now been bottled into three wake-up scents available with the Breakfast Alarm Clock: coffee, blueberry muffin and mango.
Dean Jones, VP of Commercial, East Asia & Pacific at IHG Hotels & Resorts, said the experience was designed to help guests reclaim their mornings and how even small comforts can make a big difference when travelling.
“We know from the research that travellers across the Asia Pacific region are struggling with sleep, and many skip breakfast when they travel – sometimes to save money. 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," he said.
"Holiday Inn Express is about offering guests more of what matters, so we wanted to take this to new heights with something that we know guests will never forget. Waking up and maintaining a routine while travelling can be harder than it sounds, which is something the research underscored for us. But we also know the power of scent: that first whiff of coffee or smell of fresh pastry can work wonders – especially when it's free.”
The Breakfast Alarm Clock experience is rolling out at in Singapore, Japan and Australia, and participating hotels in Thailand. For a burst of local flavour, guests in Singapore and Thailand will be woken with a buffet of coffee, blueberry muffin or mango scents to choose from, while guests in Japan will have the choice of coffee, nashi pear and blueberry muffin. When in Australia and New Zealand, guests may opt for the scent of bacon, blueberry muffin, or coffee.
These scents have been inspired by local research that also found fresh fruit and pastry were among the top three favourite buffet items in the region.
The experience adds to the brand's commitment of delivering a sensational sleep experience, including everything from the choice of soft and firm pillows to blackout blinds, power showers and bedside charging ports so guests are sure to receive an Express Recharge, every stay.
Details
The Breakfast Alarm Clock experience* is available for a limited time stays from 1 to 22 October 2025 in Singapore and 6 to 27 November 2025 in Thailand. Guests can book their stay, choose their wake-up scent, and experience mornings like never before at: hiexpress.com/freebreakfast
*Participating hotels in Singapore include Holiday Inn Express Singapore Katong, Holiday Inn Express & Suites Singapore Novena, Holiday Inn Express Singapore Clarke Quay, Holiday Inn Express Singapore Orchard Road, and Holiday Inn Express Singapore Serangoon. In Thailand, guests can enjoy the experience at Holiday Inn Express & Suites Bangkok Central Pier, Holiday Inn Express Bangkok Sathorn, Holiday Inn Express Bangkok Siam, Holiday Inn Express Pattaya Central, and Holiday Inn Express Rayong.
