Shangri-La International Hotel Management has introduced a new brand, Hotel Jen. Catering to a generation of independently minded business and leisure travelers, the brand will launch with ten properties in major cities in Asia Pacific by March 2015.
Hotel Jen Orchardgateway, opening in Singapore on September 15, is the first hotel in a major initiative that will see the transformation of Shangri-La’s Traders hotels. The rebrand will bring a relaxed, friendly style to the diverse collection of new and existing mid-range hotels.
The new brand is inspired by virtual persona Jen, a professional hotelier who loves life, travel, and the adventure of discovering new places. Stress-free ease and simplicity will be reflected in the overall Hotel Jen stay experience.
“The Hotel Jen experience delivers what matters most to guests with a Millennial mindset. 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,” says Greg Dogan, president and CEO of Shangri-La Hotels and Resorts.

In the first phase of the Hotel Jen rollout- from September 2014 to March 2015-Traders hotels in Singapore, Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijing, and Shenyang will be rebranded to Hotel Jen. Future Hotel Jen development projects are under discussion in key gateway cities in Southeast Asia.
The increase for 2014 reflects a combination of approximately 3.5 percent more occupied hotel rooms than in 2013.
