Monday, August 25, 2014

Shangri-la Hotels rebrands Traders Hotel and launches the Hotel Jen brand with the Hotel Jen Orchardgateway in Singapore


Fresh, friendly and fuss-free. And pretty convenient for a never-ending Travelife.

That’s the genre of Hotel Jen, the new brand revealed today by Hong Kong-based Shangri-La International Hotel Management Ltd.

Catering to a new ‘Jeneration’ of independently minded business and leisure travellers, the brand will launch quickly with ten Hotel Jens opening in major cities in Asia Pacific by March 2015.

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THE FIRST HOTEL JEN
OPENS IN SINGAPORE'S ORCHARD ROAD

The first property is the Hotel Jen Orchardgateway, opening in Singapore next month.

This is the first hotel in a major initiative that will see the transformation of Shangri-La’s Traders Hotels.



THE RE-BRANDING OF TRADERS HOTEL

The rebranding of the Traders Hotel to the Hotel Jen brand will bring an intuitive service attitude and relaxed, friendly style to the diverse collection of existing and new mid-range hotels situated in the best locations in Asia Pacific.



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.

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TRAVELIFE WITH US

MOROCCO



ABOUT THE HOTEL JEN

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.

He added:  “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."



A NEW KIND OF SERVICE

Stress-free ease and simplicity will be reflected in the overall Hotel Jen stay experience through the informal and friendly check-in, stay, check-out and on-going contact.

A sense of belonging will be reflected through a brand persona concept that positions guests as ‘friends of Jen,’ with a caring and respectful service standard communicated by staff in an enthusiastic, helpful and engaging way.

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INFORMAL AND FRIENDLY

The Hotel Jen ‘informed and friendly’ service style will also guide guests to the best of where they are, through local restaurant recommendations, under-the-radar sights and unusual boutiques.

The Hotel Jen team will be a guest’s own personal local lifestyle guide.



TECHNOLOGY IS KEY
TO THE HOTEL JEN EXPERIENCE

Technology will also be key to catering to the highly social, young-at-heart traveller.

The new Hotel Jen properties will offer free WiFi everywhere, all the time, and convenient mobile charging stations throughout the hotels are few of the many features.

FRESH AND NO-FUSS FOOD

Meanwhile, Hotel Jen’s restaurants will also focus on fresh local products, ensuring that the food is genuine and authentic in every way.

Free coffee/snack-box-to-go after breakfast and grab-and-go kiosks will be available.



The Hotel Jen Orchardgateway, for instance, has one casual restaurant called Makan@Jen, and two bars.

“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," said Lothar Nessmann, chief operations officer of the Hotel Jen brand.

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He added: "Today’s guests want more flexibility, as busy non-traditional work hours tend to blend the boundaries between business and leisure,”

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He added: “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.”



THE FIRST HOTEL JEN PROPERTIES
IN ASIA

In the first phase of the Hotel Jen roll-out, the Traders hotels in Singapore, Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijing and Shenyang will be rebranded to Hotel Jen from September 2014 to March 2015.

Future Hotel Jen development projects are under discussion in key gateway cities in South East Asia.

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Hotel photos from hoteljen.com

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