Shangri-La Hotels and Resorts is rebranding its Traders Hotels properties as Hotel Jen.
The change will be rolled-out quickly, a process that started today in Singapore with the opening of Hotel Jen Orchard Gateway, a property that had originally been earmarked as a Traders property.
Shangri-La plans for there to be ten Hotel Jen properties in the Asia-Pacific region by March 2015. The existing Traders Hotels to be rebranded will be those in Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijing, Shenyan and Singapore.
Switchover: Hotel Jen Orchard Gateway in Singapore had been earmarked as a Traders property
The brand aims to provide guests with "efficiency and care", particularly through the use of technology, which will include free wifi and mobile charging stations.
The dining concept offered by Hotel Jen will place an emphasis on local produce, and free coffee and grab-and-go kiosks will be available.
Greg Dogan, president and CEO of Shangri-La Hotels and Resorts, said: "The Traders brand has had a 25-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."