Wake up and smell the bacon—literally.

Holiday Inn Express is revolutionizing the way you greet the morning with a groundbreaking hotel experience. Say goodbye to jarring beeps and buzzers; the new Breakfast Alarm Clock will summon you from slumber with the mouthwatering scents of breakfast instead. This innovative device is set to transform mornings for travelers in style.

Across Australia and New Zealand, and select locations in Singapore, Thailand, and Japan, guests can indulge in this unique experience. Forget the conventional; now you can choose your preferred wake-up aroma from Coffee, Bacon, Blueberry Muffin, and even exotic options like Nashi Pear and Mango.

The Breakfast Alarm Clock doubles as a diffuser, filling your room with your favorite breakfast fragrance precisely when it’s time to rise. This concept stems from compelling research indicating that 58% of Asia Pacific travelers believe a pleasant smell enhances their morning experience—particularly while on the road.

Dean Jones, Vice President of Commercial for East Asia & Pacific at IHG Hotels & Resorts, emphasizes the pressing need for this innovation. “Many travelers struggle with sleep and often skip breakfast to cut costs,” he stated. People have expressed a clear desire for refreshing scents to elevate their mornings, with 56% favoring coffee or tea, 38% opting for baked goods, and 43% choosing the unmistakable scent of bacon and eggs in Australia.

As travel routines become increasingly hectic, the Breakfast Alarm Clock offers a simple but effective solution. The power of scent is undeniable—just think about the sheer joy of waking up to the aroma of freshly brewed coffee or a flaky croissant.

Don’t miss out on this limited-time experience, available starting October 20, 2025. Sleep well, wake up happy, and embrace the day with the inviting smell of breakfast wafting through your room. This is more than just a wake-up call; it’s a culinary revolution for your morning routine.