Shangri-La to open first Hotel Jen in S'pore
SHANGRI-LA Hotels and Resorts, which will launch its first Hotel Jen in Singapore next month, expects to have up to 10 hotels under the new brand name by the first quarter of next year as it rebrands existing properties.
Under the first phase, the Traders hotels in Singapore, Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijing and Shenyang will be rebranded under the Hotel Jen banner between next month and March next year.
The group currently has 14 hotels under the Traders brand, which was established 30 years ago.
Greg Dogan, chief executive of Shangri-La Hotels and Resorts, said: "We are looking to the future and - based on extensive consumer research and insight into the way our target market lives and travels - we are recognising and responding to the global travel trends and particular needs of this new generation traveller.
"This will keep us relevant and competitive for the next 20 years to come."
The hotel management group is also in talks to introduce new Hotel Jen properties in key gateway cities across Asia, eyeing markets such as China, South Korea, Japan, Australia, Indonesia and Malaysia.
"Our plan is to expand the group and base of Hotel Jen in the Asia Pacific," Lothar Nessmann, chief operations officer of the Hotel Jen brand, told The Business Times.
The first Hotel Jen will be in Singapore.
Located at the site of the former Specialists' Centre and Phoenix Hotel, the 502-room Hotel Jen Orchardgateway will open its doors on Sept 15.
Hotel Jen Orchardgateway will see both leisure and business travellers, with a greater proportion of the former given its location, he said.
For a start, rooms will be offered at an introductory rate of $250 a night.
The existing Traders Hotel along Cuscaden Road - which is owned by the Shangri-La group - will be rebranded as a Hotel Jen property on Sept 25.
It will undergo renovations towards year-end, in line with its new name.
THE BUSINESS TIMES