Holiday Inn Express has launched a scent-based alarm clock across selected hotels in Asia-Pacific. The Breakfast Alarm Clock is being trialled in Singapore, Thailand, Japan, Australia and New Zealand from October to November 2025.
The new programme was developed following research by Holiday Inn Express, which found that 73 per cent of Asia-Pacific travellers lose part of their morning routine when away from home, often skipping exercise, checking emails, or breakfast. The study also showed that 58 per cent felt a pleasant smell helps them wake up, with coffee or tea, baked goods, and fresh fruit the top choices. These findings shaped the scents featured in the alarm clocks, including coffee, blueberry muffin, and mango, with market variations such as nashi pear in Japan and bacon in Australia and New Zealand.
Participating hotels in Singapore are 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, the hotels are 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.
The Breakfast Alarm Clock will be available at selected hotels in Singapore from October 1 to 22, 2025, and in Thailand from November 6 to 27, 2025.
For more information, visit Holiday Inn Express.
