Holiday Inn Express Tests Scent-Based Alarm Clocks

Holiday Inn Express is piloting a first-of-its-kind scent-based alarm clock to help travelers wake up refreshed and ready for the day. The innovative in-room device is being trialed across select properties in Australia, New Zealand, Singapore, Thailand and Japan from October 20, 2025, for a limited time.

Instead of blaring noises, guests can now choose to be awakened by their favorite morning aromas. Options include Coffee, Bacon and Blueberry Muffin in Australia and New Zealand; Nashi Pear in Japan; and Mango in Singapore and Thailand. The gentle scents are designed to ease guests into the day while reminding them of the brand’s signature promise: a free hot breakfast.

The launch follows a regional poll commissioned by IHG Hotels & Resorts, which surveyed more than 4,000 travelers across Asia Pacific. Results showed that 58 percent believe a pleasant smell makes mornings more enjoyable, while many admitted to struggling with sleep and skipping breakfast when traveling.

Dean Jones, Vice President of Commercial for East Asia & Pacific at IHG Hotels & Resorts, said the initiative reflects the brand’s focus on guest well-being. “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,” Jones explained. “This new alarm clock is another way we’re helping guests get the most out of their stay, whether traveling for work or leisure.”

If successful, the pilot could roll out to more Holiday Inn Express locations globally.

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