"With the rebranding of Traders Hotels to Hotel Jen, we will broaden our range of guests and attract

Fresh, friendly and fuss-free – that’s the concept of this new brand revealed by Hong Kong-based Shangri-La International Hotel Management Ltd to cater to a new ‘Jeneration’ of business and leisure travellers.
Slated to open in Singapore next month, Hotel Jen Orchardgateway is the first hotel in Asia Pacific to undergo the transformation from Shangri-La’s Traders Hotels. The rebranding is inspired by the virtual persona Jen, a professional hotelier who loves life, travel and adventure in new places.
According to Greg Dogan, president and CEO of Shangri-La Hotels and Resorts, “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.”
“With the rebranding of Traders Hotels to Hotel Jen, we will broaden our range of guests and attract more travellers looking for distinctive experiences of local interest and character, as well as appeal to families rn travel companies and groups who want a more independent, yet friendly and personable stay experience,” said Lothar Nessmann, Chief Operations Officer of the Hotel Jen brand.
The first phase of the rebranding kicked off in Singapore and is soon to be followed by Hong Kong, Brisbane, Penang, Johor Bahru, Maldives, Beijing and Shenyang starting from September 2014 till March 2015.