Can you imagine woken up by the scent of coffee or fresh muffins instead of other audible beeps? Holiday Inn Express properties in Singapore will be offering this Breakfast Alarm Clock from 1 to 22 October 2025 and in Thailand from 6 to 27 November 2025. This will also roll out in Japan, Australia and New Zealand.
The in-room device is the world’s first scent-based alarm clock that is created and designed by a hotel brand. No loud beeps. Only guests’ chosen scents to gently satiate them.
The concept was inspired by The Great Asia Pacific Wake-Up study results commissioned by the Holiday Inn Express, part of IHG Hotels & Resorts. Restless sleep, chronic snoozing, and skipped breakfasts are common themes across the region.
When travelling, Singaporeans often struggle to stick to their usual morning routines. A survey revealed that 37 percent find it harder to wake up on time, often oversleeping or hitting the snooze button more than usual. Three in four admit they lose part of their morning habits altogether, with exercise (33 percent), checking news or emails (30 percent), and even breakfast (25 percent) being the top rituals left behind.
58% of Asia Pacific travellers felt that pleasant smells help or would help them feel better when they wake up. 56% named coffee or tea, 38% baked goods and 30% fresh fruit as scents that would help them wake up or feel better. These three picks have been bottled into wake-up scents.
Guests in Singapore and Thailand can pick the Coffee, Blueberry Muffin and Mango scents from Breakfast Alarm Clock while guests in Australia and New Zealand can choose from bacon, blueberry muffin or coffee. Guests in Japan have a choice of coffee, Nashi pear and blueberry muffin.
Dean Jones, VP of Commercial, East Asia & Pacific at IHG Hotels & Resorts said that small comforts can make a big difference when travelling. He also shared that many skip breakfast when they travel, sometimes to save money. Hence, Holiday Inn Express provides a proper night’s sleep and a free hot breakfast at its properties.
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.