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Shangri-La Launches New Hotel Brand

News Hong Kong headquartered hotelier Shangri-La Hotels and Resorts announced the launch of a new hotel brand that will replace the existing Traders Hotels brand. The new brand Hotel Jen was inspired by the virtual persona Jen, who is described by the company as “a professional hotelier who enjoys life and travel, and has passion for discovering new places”.

The new brand’s key characteristics are relaxed and friendly. Guests will certainly enjoy easy and informal check-in and check-out function. Shangri-La describes hotel guests as “friends of Jen”, who will be provided with “friendly and informed” service. The hotel will offer not only hotel services, but also recommendations regarding local sights, best local restaurants, boutiques and more. The Hotel Jen will have free Wi-Fi throughout the hotel, and many free device charging stations. The brand’s restaurants will offer food based on fresh local ingredients, and will also offer snack boxes to go, grab-and-go food and free coffee in its hotels. Even though The Traders brand has won a base of loyal clients through its 25 year old history, the company wanted to offer new approach to clientele based on extensive researches.

The Hotel Jen will be a midscale brand with first ten properties open in Asia by March 2015. Shangri-La will debut with the brand next week by opening Hotel Jen Orchardgateway in Singapore. After that, the Traders hotels in Manila, Hong Kong, Singapore, Johor Bahru, Maldives, Brisbane, Beijing, Penang, and Shenyang will be rebranded as Hotel Jen.


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