Shangri-La rebrands Traders to Hotel Jen

15 Sep 2014 by Clement Huang

Shangri-La International Hotel Management Ltd has announced that it will be rebranding its Traders Hotels into Hotel Jen properties.

Hotel Jen is inspired by the virtual persona of Jen – a professional hotelier who loves life, travel and the discovery of new places. Described as “fresh, friendly and fuss-free”, the new brand aims to provide guests with efficiency and care, particularly through the use of technology, with free wifi and mobile charging stations being some of the typical amenities available.

Meanwhile, the dining concept offered by Hotel Jen will place an emphasis on local produce, thereby ensuring that the food is genuine and authentic. Free coffee and grab-and-go kiosks will also be readily available.

Greg Dogan, president and CEO of Shangri-La Hotels and Resorts explained the rationale behind the rebrand: “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,” Dogan added.

Hotel Jen Orchard Gateway

According to the group the new brand will be rolled out quickly, with ten properties to be opened as Hotel Jen in major Asia-Pacific cities by March 2015. The first property to see the change will be Shangri-La’s Traders Hotel in Singapore, which will become Hotel Jen Orchard Gateway from today.

The first phase of the transformation project wil also see existing Traders hotels in Singapore, Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijing and Shenyang rebranded to Hotel Jen by March 2015.

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Clement Huang

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