Shangri-La launches new hotel brand

Standfirst: Shangri-La International has launched a new hotel brand, Hotel Jen.

Shangri-La International has launched a new brand, Hotel Jen, the first of a new genre of mid-range hotels by the organisation.

The opening is the first in a major initiative to launch the Hotel Jen brand in nine key gateway cities across Asia Pacific by March 2015.

Greg Dogan, president and CEO of Shangri-La Hotels and Resorts, said: “Hotel Jen Orchardgateway Singapore marks a significant milestone in our journey to redefine the hotel experience for today’s new generation of travellers. Singapore is one of Asia’s leading travel and tourism destinations and a hub-market for the region, making it a prime location in which to showcase our new ‘Jen’ concept for the very first time.”

Centrally located along Singapore’s principal shopping belt, Orchard Road, and in close proximity to the CBD, Hotel Jen Orchardgateway Singapore is well positioned for guests to discover distinctive local experiences, inspired by the virtual persona Jen, a professional hotelier who loves life, travel and the adventure of discovering new places.

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Lothar Nessmann, chief operations officer of Hotel Jen, said: “Catering to the changing demands of our existing customers and the more independently minded ‘millennial’ mindset, the Jen brand offers travellers greater flexibility to blend the boundaries between business and leisure. An authentic ‘informed and friendly’ service style will allow our guests to discover Singapore’s unique local culture without unnecessary fuss.”

Located directly above Orchardgateway – Singapore’s newest shopping mall – Hotel Jen Orchardgateway Singapore is interconnected with three shopping malls.

Hotel Jen Orchardgateway Singapore’s rooftop pool offers views across the city towards Marina Bay Sands.

Other features that help the brand reach millennials include free Wi-Fi, colourful mobile-charging stations throughout the hotel, laundry wash and fold service at one price for unlimited items in the laundry bag, iMac stations for today’s tech-savvy travellers and a PressReader app with free access to 2,500 online publications, replacing the traditional morning newspaper.

The launch of Hotel Jen Orchardgateway Singapore is the first opening of this major initiative to rebrand many of Shangri-La’s existing Traders Hotels across the region. 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.

Traders Hotel Singapore on Cuscaden Road was the first property to undergo the transformation on 25 September 2014, bringing an intuitive service and relaxed friendly style to the existing collection of mid-range hotels. Future Hotel Jen development projects are under discussion in key gateway cities in Southeast Asia.