Holiday Inn Express Enhances Guest Mornings with Aroma-Based Alarm Clock

A New Dawn in Guest Experience: The Breakfast Alarm Clock

Travelers often find it challenging to wake up refreshed while on the move. Addressing this, Holiday Inn Express, a brand under IHG Hotels & Resorts, has introduced an innovative approach to mornings with The Breakfast Alarm Clock. This unique in-room device replaces traditional beeping alarms with the enticing aromas of beloved breakfast items, providing a gentle and flavorful start to the day.

Currently available for a limited period in selected hotels across Singapore, Thailand, Japan, Australia, and New Zealand, this pioneering scent-based alarm clock is a world-first, engineered by a hotel brand specifically to enhance guest mornings. Instead of relying on sound, it awakens guests with the smells of comforting breakfast favorites, promoting a naturally pleasant rise.

The Scented Wake-Up Call: Guest Benefits and Selections

Guests can personalize their morning wake-up by selecting one of the signature scents of coffee, blueberry muffin, or mango, each evoking the warmth of a fresh morning meal. This fragrant awakening ties seamlessly to the brand’s hallmark complimentary Express Start Breakfast, aiming to restore pleasurable routines amidst the disruptions of travel.

Dean Jones, vice-president of commercial for East Asia and the Pacific at IHG Hotels & Resorts, explains the inspiration behind the concept, underscoring the importance of small comforts in travel. The initiative acknowledges that many travelers skip breakfast, often for budget reasons, and emphasizes providing both restful nights and nourishing mornings as a key part of the Holiday Inn Express experience.

Insightful Research Shapes the Concept

The development of The Breakfast Alarm Clock is rooted in findings from The Great Asia Pacific Wake-Up study, commissioned by Holiday Inn Express. Researchers discovered common trends among travelers, including restless sleep, repeated snoozing, and skipped breakfasts. A substantial 73% of Asia Pacific travelers reported disruptions in their usual morning routines when away from home, frequently omitting activities like exercise, catching up on news, or eating breakfast.

Intriguingly, 58% of respondents indicated that a pleasant aroma positively influences their mood upon waking. The survey highlighted preferred scents that lift spirits: coffee or tea, baked goods, and fresh fruit. These insights directly guided the selection of the wake-up aromas available.

Jones noted, “Maintaining morning routines during travel can be unexpectedly challenging, but scent has undeniable power—an inviting whiff of coffee or the smell of freshly baked pastry can truly transform the wake-up experience, especially when combined with hospitality’s free perks.”

Local Flavors Across Regions

The Breakfast Alarm Clock’s scent palette varies to reflect local tastes and research-driven favorites:

• Singapore & Thailand: Coffee, blueberry muffin, mango
• Japan: Coffee, nashi pear, blueberry muffin
• Australia & New Zealand: Bacon, blueberry muffin, coffee

These choices also connect to the top buffet items enjoyed in these countries, including fresh fruit and pastries, ensuring cultural resonance with guests.

Beyond the Alarm: Enhancing the Overall Stay

The Breakfast Alarm Clock complements Holiday Inn Express’s commitment to a holistic guest experience. This includes adjustable pillow options (soft or firm), blackout blinds, powerful showers, and convenient bedside charging ports—features all designed to guarantee an Express Recharge during each stay.

The availability of this aromatic wake-up call is limited, running until October 22 in Singapore and from November 6 to 27 in Thailand, enhancing the energy of mornings for guests lucky enough to experience it.

Historical Context: The Evolution of Hospitality and Guest Comfort

Hospitality has long evolved to sharpen the focus on guest wellbeing, comfort, and unique experiences. Traditional approaches to guest wake-up calls have typically relied on sound-based alarms that are often jarring. The incorporation of sensory experiences like scent into guest services is a natural progression toward more immersive and soothing hospitality innovations.

The hospitality industry historically emphasized fundamental amenities such as clean rooms and reliable meal services. However, with the rise of experiential travel, the sector now extends into personal moments that can brighten, energize, or calm a traveler’s day. Integrative elements—from customized pillows to mood-sensitive lighting—are increasingly common, and The Breakfast Alarm Clock embodies this trend by transforming something as mundane as waking up into a delightful ritual.

Implications for Tourism and Travel

The integration of scent into morning routines signifies a broader shift in travel services: enhancing emotional and physical comfort to make trips more memorable and less stressful. As more travelers seek meaningful experiences beyond mere transportation and accommodation, such innovations are likely to shape expectations and bookings.

For destinations known for seaside resorts, lakeside retreats, or sailing activities, a good night’s sleep and an invigorating morning start can easily augment guests’ readiness for days spent boating, fishing, or exploring beautiful coastline marinas. Even for charters and yacht rentals, the value of rest and nourishment that enhances daytime activities cannot be overstated.

Summary Table: Features of The Breakfast Alarm Clock by Region

Looking Ahead: The Role of Guest Experience in Travel

As international travel rebounds and evolves, the focus on guest wellbeing will likely intensify. Facilities designed to support restful nights and energizing mornings have a direct impact on how travelers enjoy their destinations and activities. In regions rich with water-based recreation, sailing, and yacht charters, refreshed guests are better prepared to fully embrace the pleasures of the sea, lakes, and sun-drenched beaches.

Bespoke hospitality features that extend to sensory experiences such as scent-based alarms may become a growing trend in the competitive landscape of hotels and resorts worldwide, aiming to marry comfort with memorable, joyful stays.

Wrapping Up: A Fresh Take on Travel Mornings

The novel Breakfast Alarm Clock by Holiday Inn Express taps into the power of scent to gently awaken guests with aromas reminiscing a hearty breakfast. Born from extensive research into travel habits and preferences, this initiative turns mornings into moments of sensory delight and helps travelers reclaim cherished routines even away from home. The regional scents link closely with local tastes, enriching the cultural travel experience.

By transforming the way guests start their days, Holiday Inn Express sets a creative example for the hospitality industry’s future. This aligns well with adventurous travelers eager for comfort before embarking on sightseeing, sailing charters, or seaside exploration.

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