Hong Kong-based Shangri-La International Hotel Management Ltd is rebranding its mid-scale range of Trader Hotels.
The hotel group has unveiled a new international hotel brand, Hotel Jen, which will be rolled out across ten international cities within the coming months.
Hotel Jen Orchardgateway will be the first Jen Hotel to welcome guests when it opens in Singapore this September, followed by rebranding of the Traders hotels in Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijing and Shenyang, during the first phase of the Hotel Jen roll-out from September 2014 to March 2015. Future Hotel Jen development projects are under discussion in key gateway cities in South East Asia.
The rebrand will bring an intuitive service attitude, and relaxed style to the diverse collection of existing and new mid-range hotels situated in key Asian cities.
After 25 years, it was decided the Traders brand no longer reflected contemporary travel and lifestyles, and that a new brand was needed to keep the hotels relevant and competitive for the next 20 years.
“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,” said Greg Dogan, president and CEO of Shangri-La Hotels and Resorts.
Based on extensive consumer research, the Hotel Jen brand will offer ‘informed and friendly’ service; informal check-in, stay, check-out; destination integration in the sense of local recommendations and tips; and optimal connectivity with a technology friendly environment.
This means free Wi-Fi connectivity through the hotel, convenient mobile charging stations, restaurants will focus on fresh local products, and free coffee and snack-box-to-go for travellers on the move.
“We definitely want to retain our existing customer base which has 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,” said Lothar Nessmann, chief operations officer of the Hotel Jen brand.
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