Shangri-La International will rebrand ten Traders Hotels in Asia Pacific into Hotel Jen by March 2015.
The first Hotel Jen will open in Singapore later this month.
According to Shangri-La’s announcement, ‘The Hotel Jen brand is inspired by the virtual persona Jen, a professional hotelier who loves life, travel and the adventure of discovering new places. Hotel Jen takes care of guests with efficiency and care, while also giving them informed access to the best a particular destination has to offer.’
President and CEO of Shangri-La Hotels and Resorts Greg Dogan said, “The Hotel Jen experience delivers what matters most to guests with a millennial mind set. They appreciate important things done well; demand quality, comfort and value, together with honest, authentic service; and want privacy and efficiency without unnecessary fuss or intrusion.
“The Traders brand has had a 30-year history of success in generating solid business, carving out a niche amidst a highly competitive industry and building a loyal base of customers.
“However, we are looking to the future and – based on extensive consumer research and insight into the way our target market lives and travels, including talking and listening to our customers – we are recognising and responding to the global travel trends and particular needs of this new generation traveller. This will keep us relevant and competitive for the next 20 years to come,” Dogan added.
Hotel Jen will offer free WiFi everywhere, all the time, and convenient mobile charging stations throughout the hotels.
Hotel Jen’s restaurants will also offer free coffee and snack-box-to-go after breakfast and grab-and-go kiosks will be available.
chief operations officer of the Hotel Jen brand Lothar Nessmann said, “We are excited to be launching and engaging this new brand so rapidly. We definitely want to retain our existing customer base, who have been extremely loyal to us, but we also recognise that their needs have changed. Today’s guests want more flexibility, as busy non-traditional work hours tend to blend the boundaries between business and leisure.
“With the rebranding of Traders Hotels to Hotel Jen, we will broaden our range of guests and attract more travellers looking for distinctive experiences of local interest and character, as well as appeal to families and groups who want a more independent, yet friendly and personable stay experience,” said Nessmann.
The first phase of the roll-out will see Traders hotels in Singapore, Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijing and Shenyang rebranded to Hotel Jen from September 2014 to March 2015. Future Hotel Jen developments are slated for key gateway cities in South East Asia.