What is the story about?
What's Happening?
Holiday Inn Express is launching a scent-based alarm clock in its hotels across Australia, New Zealand, Singapore, Thailand, and Japan. This innovative device aims to improve guests' sleep and morning experiences by waking them up with the smell of breakfast items like coffee, bacon, and blueberry muffins. The concept was inspired by research indicating that pleasant smells can enhance travelers' waking experiences. The alarm clock acts as a diffuser, releasing chosen scents at wake-up time, and is designed to highlight the brand's hallmark of offering free breakfast.
Why It's Important?
This initiative by Holiday Inn Express represents a unique approach to enhancing guest satisfaction and differentiating the brand in the competitive hospitality industry. By focusing on sensory experiences, the hotel chain aims to address common travel challenges such as disrupted sleep and skipped breakfasts. The scent-based alarm clock could attract more guests seeking a memorable and comfortable stay, potentially boosting customer loyalty and brand reputation. This move also reflects broader trends in the hospitality sector, where personalized and innovative guest experiences are increasingly prioritized.
What's Next?
The scent-based alarm clock experience will be available for a limited time starting October 20, 2025. Holiday Inn Express will likely assess guest feedback and the impact of this initiative on customer satisfaction and bookings. If successful, the concept could be expanded to other regions or inspire similar innovations in the hospitality industry. The company may also explore additional sensory enhancements to further improve guest experiences and maintain a competitive edge.
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