Shangri-La Takes On Today's New Global Traveler With Rebranded Properties
Shangri-La Hotels & Resorts is a brand known for its uber-luxurious accommodations, big bold designs and Asian-influenced décor. If you've stayed at one of their over 80 properties around the world, you probably wouldn't use the word 'simple' to describe their hotels.
But the brand is looking to change that with their new genre of hotels being rebranded as "fresh, friendly and fuss-free." Hotel Jen properties will still bring the same level of quality as before but will offer an intuitive service attitude and relaxed, friendly style to their existing and new mid-range hotels in Asia Pacific.
The properties will take over their Traders Hotel brand and will cater to a new "Jeneration" of travelers, the independently-minded business and leisure guests who love life, travel and the adventure of discovering new destinations. By March 2015, Hotel Jen will rebrand 10 of Shangri-La's properties, with the first opening on September 15 as Hotel Jen Orchardgateway in Singapore.
"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.
Basing this new vibe off of insight into the way their target market lives and travels as well as extensive consumer research, Shangri-La is no doubt keeping their eyes set on the future. By listening to their guests, they have found that today's global travel trends are proving a new generation of traveler is looking for stress-free ease, simplicity and destinations with local character.
Guests will be considered "friends of Jen" in order to showcase a more familial atmosphere and sense of belonging. Through an informal check-in/out process and on-going contact, Hotel Jen will offer a caring and respectful setting. Further assisting guests with memorable experiences, each of the hotels will act as personal guides of their city and can suggest the best of their location and which under-the-radar sights and destinations can be discovered.
Another trend we've been seeing among today's traveler is the need for complimentary Wi-Fi, and the new brand will offer this amenity in the whole property along with convenient mobile charging stations throughout. When it comes to dining, they will feature fresh local products in their restaurants.
Along with Singapore, Hotel Jen will roll-out their properties in Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijing and Shenyang with future developments being considered in key gateway cities in South East Asia.