This alarm works like the publisher, as it calls the smell of breakfast for the guest’s preference. (Image: IHG)

People usually use alert hours to wake up in the morning, but regardless of how happy or melody can feel waking up often annoying and frustrated. However, this is about to change thanks to the unique innovation by a hotel company.

Instead of waking guests with the usual watch of the watch, they will now wake up with their favorite food smell!

Holiday Inn Express offers breakfast warning watch

Holiday Inn Express presented the first hotel experience in the world called “breakfast watch around the clock”, as the guests will not be raised by a whistle or screaming, but with a tempting breakfast.

This alarm works like the publisher, as it calls the smell of breakfast for the guest’s preference. Therefore, instead of holding the loud noise, the guests will start their day with the scent of coffee, bacon, or raspberry cakes.

Availability and smell options

This service is currently available at all Holiday Inn Express hotels in Australia and New Zealand. It will also be presented in selected hotels in Singapore, Thailand and Japan.

Depending on the site, guests can choose from a variety of odors, including coffee and bacon and berries cakes in Australia and New Zealand; Nashi pears in Japan; Mango in Singapore and Thailand.

Research results

This innovative concept was inspired by the research conducted by the Holiday Inn Express, which revealed that 58 % of travelers in the Asia and Pacific region believe that a pleasant smell can improve the waking experience in the morning, especially when it disrupts travel to their sleep and daily routine.

The research also collected the preferences of travelers over the smells that motivate them more than others. According to the survey, 56 % of the respondents found that the smell of coffee or tea is the most enjoyable, preferably 38 % scent of bakery elements such as croissant and bread, 30 % of fresh fruit scents, and 43 % found scent of bacon and eggs to split.

Expert visions

“Our research revealed that people are struggling to sleep well while traveling, and even many travelers are overcoming breakfast at times or because of time restrictions,” Dean Jones, Vice President (Commercial) in East Asia Pacific in IHG hotels and resorts.

He also added, “We know that the smell has a deep effect. The smell of coffee in the first morning or fresh croissants can change their mood immediately. If this experience is free, then travelers will be more enthusiastic.”

The breakfast warning experience will start on October 20, 2025 and is available for a limited period. Hotel management believes that this experience will make the morning more enjoyable for travelers and help improve their daily routine while moving.