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Article from BTNews 1 SEPTEMBER 2014

Shangri-La change

After 25 very successful years Shangri-La’s mid-market Trader brand is to be remarketed as Hotel Jen.

Hotel Jen Orchardgateway will be the first Jen Hotel to welcome guests when it opens later this month, followed by rebranding of the Traders hotels in Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijing and Shenyang. 

“The Hotel Jen experience delivers what matters most to guests with a millennial mind set.  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,” said Greg Dogan, President and CEO of Shangri-La Hotels and Resorts.

Based on extensive consumer research, the Hotel Jen brand will offer ‘informed and friendly’ service; informal check-in and check-out and optimal connectivity in a technology friendly environment.

Included is courtesy wi-fi through the hotel, convenient mobile charging stations, and free coffee and snack-box-to-go for travellers on the move.

“We definitely want to retain our existing customer base which has been extremely loyal to us, but we also recognise that their needs have changed.  Today’s guests want more flexibility, as busy non-traditional work hours tend to blend the boundaries between business and leisure,” said Lothar Nessmann, Chief Operations Officer of the Hotel Jen brand.  www.hoteljen.com

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