The battle between travellers and hotel alarm clocks is as old as hospitality itself. You know the drill: fumbling in the dark for an unfamiliar clock, jabbing at buttons that either don't work or blast you awake at 3am with someone else's forgotten alarm.
Now Holiday Inn Express is trying something completely different—waking you up with the smell of breakfast instead of jarring electronic beeps.
Holiday Inn Express has unveiled the Breakfast Alarm Clock: a clever new in-room device that helps to wake guests with the irresistible smell of breakfast, launching a world-first hotel experience with a scent-based alarm clock in an effort to improve guests' sleep and mornings.
What's cooking at Holiday Inn Express
Starting from 20 October 2025, all Holiday Inn Express hotels across Australia and New Zealand, as well as participating hotels in Singapore, Thailand and Japan will offer guests the chance to trial the exclusive in-room scent experience.
Guests who trial the Breakfast Alarm Clock can choose their preferred wake-up aroma and will be gently roused each morning by a diffuser-style scent alarm—no jarring beeps or blaring tunes, just the delicious smell of their favourite brekkie wafting through the room.
In Australia and New Zealand, you can choose from coffee, bacon, or blueberry muffin scents. Guests will be able to pick the wake-up scent of their choice, with options including Coffee, Bacon and Blueberry Muffin in Australia and New Zealand, as well as Nashi Pear in Japan, and Mango in Singapore and Thailand.
'That first whiff of coffee or fresh croissant can work wonders — especially when it's free'
The science behind scent-sational mornings
The concept isn't just a marketing gimmick. The concept was inspired by new research commissioned by Holiday Inn Express, that found 58 per cent of travellers in Asia Pacific say a pleasant smell helps, or would help, them feel better when they wake up.
When researchers dug deeper, respondents also shared which scents would help elevate their mornings: coffee or tea (56 per cent), baked goods (38 per cent), fresh fruit (30 per cent), and bacon and eggs (43 per cent in Australia).
But here's where it gets interesting for the science-minded among us. Previous research on scent-based alarms has shown mixed results, with studies concluding that 'human olfaction is not reliably capable of alerting a sleeper'.
That's why the Holiday Inn Express device comes with a backup—if the aroma hasn't woken you up within 3 minutes, there's a backup audio alarm that's triggered to go off.
The science of scent and sleep
- 58 per cent of Asia Pacific travellers say pleasant smells help them wake up feeling better
- Coffee and tea are the most popular wake-up scents (56 per cent preference)
- Bacon and eggs rank highest in Australia (43 per cent preference)
- Research shows scent alone isn't always reliable for waking sleepers
- Holiday Inn's device includes backup audio alarms after 3 minutes
Why this could be a game-changer for seniors
For older Australians, this innovation taps into something much more significant than just a novel wake-up method. Research shows that aromatherapy can have profound benefits for seniors, particularly when it comes to sleep quality and overall wellbeing.
A comprehensive analysis of 30 scientific studies found that aromatherapy improves sleep quality and reduces stress, pain, anxiety, depression, and fatigue in adults and elderly people.
Even more impressive, researchers say with moderate confidence that aromatherapy may significantly affect sleep quality for older adults, with the overall effect size of sleep quality being 0.74, which was statistically significant.
But the benefits go beyond just sleep. Recent groundbreaking research from the University of California found that nightly aromatherapy can enhance memory in older adults, with subjects exposed to various natural oil fragrances for two hours each night leading to a remarkable 226 per cent increase in cognitive capacity.
Aromatherapy safety tips for seniors
Always inform your doctor about aromatherapy use, especially if taking medications
Avoid oral consumption of essential oils—stick to inhalation or diluted topical use
Start with shorter exposure times to test for sensitivities
Choose high-quality oils from reputable sources
Be aware that some medications may interact with certain essential oils
Dr Elizabeth Ko from UCLA Health explains: 'Essential oils are potent plant oils that, when inhaled, can immediately affect how we feel. When you smell something, your nose's olfactory nerves transmit signals to your brain's limbic system for processing.'
The evolution of wake-up technology
Holiday Inn Express isn't the first to explore scent-based alarms. The concept was pioneered by Guillaume Rolland, a 19-year-old engineering student from France, with his SensorWake alarm clock successfully crowd-funded in 2016.
Rolland was just 18 years old when Google chose his project as one of its 'Top 15 Inventions That Can Change the World'.
The technology works similarly to Holiday Inn's version—one minute after the scent begins to waft over to your sleeping nose, the clock begins to light up, mimicking the effects of sunrise.
Then, three minutes into the process, the sound you selected will start to play with 'motivating melodies' that are calm and uplifting rather than harsh.
What travellers should know
Before you start planning your aromatherapy hotel experience, there are a few practical considerations. The Breakfast Alarm Clock experience is available for a limited time from 20 October 2025, so this is more of a trial than a permanent feature.
Dean Jones from IHG Hotels & Resorts acknowledges the research shows 'travellers across Asia Pacific are struggling with sleep, and many skip breakfast when they travel—sometimes to save money'.
The scent alarm connects directly to Holiday Inn Express's free breakfast offering—it's not just about waking up pleasantly, it's about reminding you that there's a proper meal waiting downstairs.
For seniors particularly concerned about sleep disruption while travelling, sleep researcher Dr S. Justin Thomas explains that 'how you wake up in the morning directly impacts your thoughts immediately when you wake up and, in turn, impacts your mood.
There is a surge in the stress hormone cortisol to prepare people to wake up, so if you had a loud, blaring alarm clock, it's possible it could shoot your cortisol up even higher'.
The Australian hotel landscape
While Holiday Inn Express leads this particular charge, the concept reflects broader trends in hospitality toward personalised, wellness-focused experiences. Australian travellers, particularly those over 60, increasingly value comfort and health-conscious options when they're away from home.
Aromatherapy is increasingly recognised as an effective tool in enhancing the quality of life for seniors, offering potential benefits for both cognitive health and emotional well-being, targeting common age-related issues such as insomnia, anxiety, cognitive decline, and behavioral disturbances.
The bottom line
Will scent-based alarms revolutionise how we wake up in hotels? Probably not entirely—after all, while we might hate the sound of conventional alarms, they seem to be jarringly effective for most regular sleepers, though Holiday Inn claims internal testing shows their scent-based alarm wakes 99 percent of people in 2 minutes.
But for older travellers dealing with sleep disruption, medication side effects, or simply wanting a more pleasant start to their day, this could be a welcome innovation. Older adults may find aromatherapy especially helpful if they have chronic pain, trouble sleeping or are worried about cognitive decline.
The real genius might be in combining the novelty factor with genuine practical benefits—and connecting it all to that free breakfast that's waiting downstairs. After all, nothing says 'good morning' quite like the promise of bacon and coffee, especially when you don't have to pay extra for it.
What do you think about waking up to the smell of breakfast instead of beeping alarms? Would you give this aromatherapy hotel experience a try on your next trip? Share your thoughts below—we'd love to hear whether you're team coffee, team bacon, or team blueberry muffin!
Original Article
https://www.skynews.com.au/lifestyl...s/news-story/fd7409c1d6ce0dfb1ceb00f155677616
Wake up and smell the breakfast: Holiday Inn Express launches limited edition scent-powered alarm clock—InterContinental Hotels Group PLC
Cited text: Holiday Inn Express has unveiled the Breakfast Alarm Clock: a clever new in-room device that helps to wake guests with the irresistible smell of break...
Excerpt: Holiday Inn Express has unveiled the Breakfast Alarm Clock: a clever new in-room device that helps to wake guests with the irresistible smell of breakfast, launching a world-first hotel experience with a scent-based alarm clock in an…
https://www.ihgplc.com/en/news-and-...hes-limited-edition-scent-powered-alarm-clock
Wake up and smell the free breakfast: Holiday Inn Express adds scent-based alarm clocks to rooms
Cited text: Holiday Inn Express by IHG is launching a world-first hotel experience with a scent-based alarm clock in an effort to improve guests’ sleep and mornin...
Excerpt: Holiday Inn Express has unveiled the Breakfast Alarm Clock: a clever new in-room device that helps to wake guests with the irresistible smell of breakfast, launching a world-first hotel experience with a scent-based alarm clock in an…
https://www.yahoo.com/lifestyle/articles/wake-smell-free-breakfast-holiday-160641146.html
Wake up and smell the breakfast: Holiday Inn Express launches limited edition scent-powered alarm clock—InterContinental Hotels Group PLC
Cited text: As part of its ongoing mission to help guests sleep better, wake easier and never miss brekkie again, all Holiday Inn Express hotels across Australia ...
Excerpt: all Holiday Inn Express hotels across Australia and New Zealand, as well as participating hotels in Singapore, Thailand and Japan will offer guests the chance to trial the exclusive in-room scent experience.
https://www.ihgplc.com/en/news-and-...hes-limited-edition-scent-powered-alarm-clock
Wake up and smell the breakfast: Holiday Inn Express launches limited edition scent-powered alarm clock—InterContinental Hotels Group PLC
Cited text: Guests who trial the Breakfast Alarm Clock can choose their preferred wake-up aroma and will be gently roused each morning by a diffuser-style scent a...
Excerpt: Guests who trial the Breakfast Alarm Clock can choose their preferred wake-up aroma and will be gently roused each morning by a diffuser-style scent alarm—no jarring beeps or blaring tunes, just the delicious smell of their favourite…
https://www.ihgplc.com/en/news-and-...hes-limited-edition-scent-powered-alarm-clock
Wake up and smell the free breakfast: Holiday Inn Express adds scent-based alarm clocks to rooms
Cited text: The alarm itself acts like a diffuser, releasing the delicious scent of your favorite breakfast item when it’s time to wake up.
Excerpt: Guests who trial the Breakfast Alarm Clock can choose their preferred wake-up aroma and will be gently roused each morning by a diffuser-style scent alarm—no jarring beeps or blaring tunes, just the delicious smell of their favourite…
https://www.yahoo.com/lifestyle/articles/wake-smell-free-breakfast-holiday-160641146.html
Wake up and smell the free breakfast: Holiday Inn Express adds scent-based alarm clocks to rooms
Cited text: Guests will be able to pick the wake-up scent of their choice, with options including Coffee, Bacon and Blueberry Muffin in Australia and New Zealand,...
Excerpt: Guests will be able to pick the wake-up scent of their choice, with options including Coffee, Bacon and Blueberry Muffin in Australia and New Zealand, as well as Nashi Pear in Japan, and Mango in Singapore and Thailand.
https://www.yahoo.com/lifestyle/articles/wake-smell-free-breakfast-holiday-160641146.html
Wake up and smell the breakfast: Holiday Inn Express launches limited edition scent-powered alarm clock—InterContinental Hotels Group PLC
Cited text: The concept was inspired by new research commissioned by Holiday Inn Express, that found 58 per cent of travellers in Asia Pacific say a pleasant smell helps,...
Excerpt: The concept was inspired by new research commissioned by Holiday Inn Express, that found 58 per cent of travellers in Asia Pacific say a pleasant smell helps, or would help, them feel better when they wake up.
https://www.ihgplc.com/en/news-and-...hes-limited-edition-scent-powered-alarm-clock
Wake up and smell the free breakfast: Holiday Inn Express adds scent-based alarm clocks to rooms
Cited text: “We know from the research that travelers across Asia Pacific are struggling with sleep, and many skip breakfast when they travel—sometimes to save ...
Excerpt: The concept was inspired by new research commissioned by Holiday Inn Express, that found 58 per cent of travellers in Asia Pacific say a pleasant smell helps, or would help, them feel better when they wake up.
https://www.yahoo.com/lifestyle/articles/wake-smell-free-breakfast-holiday-160641146.html
Wake up and smell the free breakfast: Holiday Inn Express adds scent-based alarm clocks to rooms
Cited text: ... Respondents also shared which scents would help elevate their mornings: coffee or tea (56 per cent), baked goods (38 per cent), fresh fruit (30 per cent), and bacon and e...
Excerpt: respondents also shared which scents would help elevate their mornings: coffee or tea (56 per cent), baked goods (38 per cent), fresh fruit (30 per cent), and bacon and eggs (43 per cent in Australia).
https://www.yahoo.com/lifestyle/articles/wake-smell-free-breakfast-holiday-160641146.html
This Scent-Producing Alarm Clock Wakes You Up With The Smell of Coffee And Croissants : ScienceAlert
Cited text: The odours scored mixed results, while audio tones played over a speaker were significantly more effective at rousing the sleepers, leading the resear...
Excerpt: Previous research on scent-based alarms has shown mixed results, with studies concluding that 'human olfaction is not reliably capable of alerting a sleeper'.
https://www.sciencealert.com/this-s...ou-up-with-the-smell-of-coffee-and-croissants
This Scent-Producing Alarm Clock Wakes You Up With The Smell of Coffee And Croissants : ScienceAlert
Cited text: For extra-heavy sleepers or those with stuffed noses who don't register the scent, there's a backup audio alarm that's triggered to go off if the arom...
Excerpt: if the aroma hasn't woken you up within 3 minutes, there's a backup audio alarm that's triggered to go off
https://www.sciencealert.com/this-s...ou-up-with-the-smell-of-coffee-and-croissants
Effect of aromatherapy on sleep quality of adults and elderly people: A systematic literature review and meta-analysis—PubMed
Cited text: Conclusion: Aromatherapy improves sleep quality and reduces stress, pain, anxiety, depression, and fatigue in adults and elderly people.
Excerpt: A comprehensive analysis of 30 scientific studies found that aromatherapy improves sleep quality and reduces stress, pain, anxiety, depression, and fatigue in adults and elderly people.
https://pubmed.ncbi.nlm.nih.gov/34166869/
Effect of aromatherapy on sleep quality of adults and elderly people: A systematic literature review and meta-analysis—ScienceDirect
Cited text: Aromatherapy improves sleep quality and reduces stress, pain, anxiety, depression, and fatigue in adults and elderly people.
Excerpt: A comprehensive analysis of 30 scientific studies found that aromatherapy improves sleep quality and reduces stress, pain, anxiety, depression, and fatigue in adults and elderly people.
https://www.sciencedirect.com/science/article/pii/S0965229921000807
4 aromatherapy benefits for older adults | UCLA Health
Cited text: After analyzing 30 scientific studies, researchers say with moderate confidence that aromatherapy may significantly affect sleep quality for older adu...
Excerpt: researchers say with moderate confidence that aromatherapy may significantly affect sleep quality for older adults
https://www.uclahealth.org/news/article/4-aromatherapy-benefits-older-adults
Effect of aromatherapy on sleep quality of adults and elderly people: A systematic literature review and meta-analysis—PubMed
Cited text: Results: Based on the combined results of the 30 included studies, the overall effect size of sleep quality was 0.74, which was statistically signific...
Excerpt: the overall effect size of sleep quality being 0.74, which was statistically significant
https://pubmed.ncbi.nlm.nih.gov/34166869/
Effect of aromatherapy on sleep quality of adults and elderly people: A systematic literature review and meta-analysis—ScienceDirect
Cited text: Based on the combined results of the 30 included studies, the overall effect size of sleep quality was 0.74, which was statistically significant.
Excerpt: the overall effect size of sleep quality being 0.74, which was statistically significant
https://www.sciencedirect.com/science/article/pii/S0965229921000807
Scentful Slumbers: Enhancing Memory in Older Adults Through Nightly Aromatherapy—Neuroscience News
Cited text: Summary: A new study demonstrates how nightly aromatherapy can enhance memory in older adults. Over six months, subjects were exposed to various natur...
Excerpt: nightly aromatherapy can enhance memory in older adults, with subjects exposed to various natural oil fragrances for two hours each night leading to a remarkable 226 per cent increase in cognitive capacity
https://neurosciencenews.com/olfaction-memory-aging-23733/
4 aromatherapy benefits for older adults | UCLA Health
Cited text: “Essential oils are potent plant oils that, when inhaled, can immediately affect how we feel,” says Elizabeth Ko, MD, medical director of the UCLA Hea...
Excerpt: Dr Elizabeth Ko from UCLA Health explains: 'Essential oils are potent plant oils that, when inhaled, can immediately affect how we feel.
https://www.uclahealth.org/news/article/4-aromatherapy-benefits-older-adults
4 aromatherapy benefits for older adults | UCLA Health
Cited text: Dr. Ko shares how aromatherapy may benefit you as you age and what you need to know before you try it: When you smell something, your nose’s olfactory...
Excerpt: Dr Elizabeth Ko from UCLA Health explains: 'Essential oils are potent plant oils that, when inhaled, can immediately affect how we feel.
https://www.uclahealth.org/news/article/4-aromatherapy-benefits-older-adults
This Scent-Producing Alarm Clock Wakes You Up With The Smell of Coffee And Croissants : ScienceAlert
Cited text: The brainchild of 19-year-old Guillaume Rolland, an engineering student from France, the Sensorwake was successfully crowd-funded last year to the tun...
Excerpt: The concept was pioneered by Guillaume Rolland, a 19-year-old engineering student from France, with his SensorWake alarm clock successfully crowd-funded in 2016
https://www.sciencealert.com/this-s...ou-up-with-the-smell-of-coffee-and-croissants
Sensorwake Trio: The Smell-Based Alarm Clock | Designs & Ideas on Dornob
Cited text: Founder and CEO Guillame Rolland was just 18 years old when Google chose the project he started in a garage as one of its “Top 15 Inventions That Can ...
Excerpt: Rolland was just 18 years old when Google chose his project as one of its 'Top 15 Inventions That Can Change the World'
https://dornob.com/sensorwake-trio-the-smell-based-alarm-clock/
Sensorwake Trio: The Smell-Based Alarm Clock | Designs & Ideas on Dornob
Cited text: One minute after the scent begins to waft over to your sleeping nose, the clock begins to light up, mimicking the effects of sunrise. Then, three minu...
Excerpt: one minute after the scent begins to waft over to your sleeping nose, the clock begins to light up, mimicking the effects of sunrise.
https://dornob.com/sensorwake-trio-the-smell-based-alarm-clock/
Wake up and smell the breakfast: Holiday Inn Express launches limited edition scent-powered alarm clock—InterContinental Hotels Group PLC
Cited text: The Breakfast Alarm Clock experience is available for a limited time from 20 October 2025 in Australia, New Zealand, Japan and selected hotels in Thai...
Excerpt: The Breakfast Alarm Clock experience is available for a limited time from 20 October 2025
https://www.ihgplc.com/en/news-and-...hes-limited-edition-scent-powered-alarm-clock
Wake up and smell the breakfast: Holiday Inn Express launches limited edition scent-powered alarm clock—InterContinental Hotels Group PLC
Cited text: Dean Jones, Vice President of Commercial, East Asia & Pacific, IHG Hotels & Resorts, says, “We know from the research that travellers across Asia Paci...
Excerpt: Dean Jones from IHG Hotels & Resorts acknowledges the research shows 'travellers across Asia Pacific are struggling with sleep, and many skip breakfast when they travel—sometimes to save money'.
https://www.ihgplc.com/en/news-and-...hes-limited-edition-scent-powered-alarm-clock
From Sunrise Alarm Clocks to Aromatherapy — 5 New Ways to Wake Up
Cited text: 'How you wake up in the morning directly impacts your thoughts immediately when you wake up and, in turn, impacts your mood,” says sleep researcher · ...
Excerpt: sleep researcher Dr S. Justin Thomas explains that 'how you wake up in the morning directly impacts your thoughts immediately when you wake up and, in turn, impacts your mood.
https://www.sleep.com/sleep-tech/gentle-alarm-clocks
The Role of Aromatherapy in Enhancing Quality of Life for Seniors
Cited text: Aromatherapy is increasingly recognized as an effective tool in enhancing the quality of life for seniors, offering potential benefits for both cognit...
Excerpt: Aromatherapy is increasingly recognized as an effective tool in enhancing the quality of life for seniors, offering potential benefits for both cognitive health and emotional well-being, targeting common age-related issues such as…
https://www.regencyhcs.com/blog/the-role-of-aromatherapy-in-enhancing-quality-of-life-for-seniors
This Scent-Producing Alarm Clock Wakes You Up With The Smell of Coffee And Croissants : ScienceAlert
Cited text: While we might hate the sound of conventional alarms, they seem to be jarringly effective for most regular sleepers. Rolland claims that the Sensorwak...
Excerpt: while we might hate the sound of conventional alarms, they seem to be jarringly effective for most regular sleepers, though Holiday Inn claims internal testing shows their scent-based alarm wakes 99 percent of people in 2 minutes
https://www.sciencealert.com/this-s...ou-up-with-the-smell-of-coffee-and-croissants
4 aromatherapy benefits for older adults | UCLA Health
Cited text: But older adults may find aromatherapy especially helpful if they have chronic pain, trouble sleeping or are worried about cognitive decline.
Excerpt: Older adults may find aromatherapy especially helpful if they have chronic pain, trouble sleeping or are worried about cognitive decline
https://www.uclahealth.org/news/article/4-aromatherapy-benefits-older-adults
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