Shangri-La’s new millennial hotel brand will add another two properties to its inventory this year, taking the total up to ten.
The new hotels will open in Puteri Harbour in Malaysia and in Shenyang near Beijing in China. There are a further 20 projects under development.
In just six months, the brand has opened eight hotels including the new build flagship on Orchard Road in Singapore.
Hotel Jen vice president of sales and marketing Marisa Aranha said that the brand had reach critical mass and that Shangri-La customers had embraced the change.
The new concept, which saw many of Shangri-La’s Traders properties rebranded, offers guests four bottles of complimentary water per room, per night, a fresh cut fruit platter on arrival, vending machines for snacks and drinks on each floor, unlimited high speed WiFi, access to over 2500 titles on a press reader and the addition of new bars and restaurants to some of the properties.
Another change was that the in-room dining menu was pared down to signature comfort foods, the laundry service was simplified to a flat fee per bag for wash and fold, rather than pricing per item, the breakfast buffet includes a ‘grab and go’ option and the staff now wear a much more colourful, relaxed uniform with police-style badges instead of regular name badges.
Aranha said that the new brand was attracting the younger generation who ‘come to test you and talk about it on social media’, but that the brand was designed to target the ‘millennial mindset’, rather than a particular age group.