Shangri-La launches new brand, Hotel Jen

Hotel Jen is the new brand revealed by Hong Kong-based Shangri-La International Hotel Management. The brand will launch with 10 Hotel Jens opening in major cities in Asia-Pacific by March 2015.

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 various cities in Southeast Asia.

Hotel Jen Orchardgateway, opening in Singapore on Sept. 15, is the first hotel in a major initiative that will see the transformation of Shangri-La's Traders Hotels.

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According to Greg Dogan, president and CEO of Shangri-La Hotels and Resorts, the Traders brand has had a 25-year history of success in generating business.  However, the company is looking to the future, and Hotel Jen is being eyed to keep the company relevant and competitive for the next 20 years.

Hotel Jen will have an informal check-in, stay and check-out experience as well as on-going contact. This will be exemplified through local restaurant recommendations, under-the-radar sights and unusual boutiques. Also, free Wi-Fi connectivity will be available everywhere in the property, and there will be mobile charging stations throughout the hotels.

Hotel Jen's restaurants will focus on fresh local products, and grab-and-go kiosks will be available.

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