Shangri-La’s “Jen” targets millennial mindset

The Hotel Jen Orchardgateway Singapore
The Hotel Jen Orchardgateway Singapore was the first hotel to open under the new Hotel Jen brand name. It opened in mid-September.

The Hotel Jen Orchardgateway Singapore was the first hotel to open under the new Hotel Jen brand name. It opened in mid-September.

National Report – The millennial traveler is running out of places to hide. And that’s just fine with hotel companies looking to cash in on this fledgling class of guest. Shangri-La Hotels & Resorts announced a new brand specifically focused on what Greg Dogan, president and CEO of Shangri-La Hotels and Resorts, calls the “millennial mindset.”

The new brand will be called Hotel Jen, and will replace Shangri-La’s current Traders Hotels. Shangri-La says the brand will launch quickly with 10 Hotel Jens opening in major cities in Asia Pacific by March 2015.

The Hotel Jen Orchardgateway Singapore was the first new-build hotel carrying the Jen brand name. It launched on September 15, 2014. The first rebranded hotel was the Traders Hotel Singapore, re-branding to Hotel Jen Singapore on September 25, 2014. Next up for the Hotel Jen launch will be Traders hotels in Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijing and Shenyang.

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“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,” Dogan said.

So, why the retread? According to Dogan, the new brand is a nod to the future.

“The Traders brand has had a 30-year history of success in generating solid business, carving out a niche amidst a highly competitive industry and building a loyal base of customers,” he said. “However, we are looking to the future—based on extensive consumer research and insight into the way our target market lives and travels.”

Technology will play a large role. Free Wi-Fi is promised everywhere—all the time—and mobile charging stations will be ubiquitous throughout the hotels.

“Today’s guests want more flexibility, as busy non-traditional work hours tend to blend the boundaries between business and leisure,” said Lothar Nessmann, COO of the Hotel Jen brand.

“With the rebranding of Traders Hotels to Hotel Jen, we will broaden our range of guests and attract more travelers 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.”