Not A Voice, This Hotel Annoys Guests Using Coffee And Smoked Meat

JAKARTA - Waking up the morning at the hotel now feels different. Holiday Inn Express, a hotel under the auspices of the IHG Hotels & Resorts introduces a new way to wake guests.

Not with a loud sound or a knock on the door, but with a cup of coffee, blue blues, or flavor-enriching smoke (bacon).

This innovation comes through the 'Breakfast Alarm Clock', a aroma-based alarm clock that is claimed to be the first in the world. This device works like a diffuser. Not just waking up, but creating a warmer and more fun morning atmosphere.

"We know from research that many travelers in Asia Pacific are having trouble sleeping and often miss breakfast, sometimes to save costs. A soothing smell can help them start the day better," said Dean Jones, Vice President of Commercial, East Asia & Pacific, IHG Hotels & Resorts, quoted from the New York Post page.

This unique alarm clock will be available at all Holiday Inn Express hotels in Australia and New Zealand, as well as selected hotels in Singapore, Thailand, and Japan.

Guests can choose their favorite scents in lieu of alarm sounds, with options such as coffee,tes, and blueberries for Australia and New Zealand, nashi pearl for Japan, as well as mangoes for Singapore and Thailand.

Research conducted by Holiday Inn Express found that 58% of travelers in the Asia Pacific region feel a pleasant aroma that helps them feel fresher when waking up, especially while traveling.

In addition, respondents also mentioned the scents they preferred most to welcome in the morning, including coffee or tea (56%), bread or grilled cake (38%), fresh fruit (30%), and chicken and eggs (43% in Australia).

"Maintaining a routine when traveling is not always easy, but the smell has great strength. The first kiss from fresh coffee or warm chalissant can make the morning better, let alone free," said Dean Jones.

The Breakfast Alarm Clock program will be available starting October 20, 2025 and can only be enjoyed in a limited amount of time.

With this innovation, Holiday Inn Express hopes to help guests start the day more cheerfully, not only because of free breakfast, but also because of the uplifting morning aroma.