Shangri-La to have 10 hotels under new Jen brand by Q1 2015

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 Q1 2015 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 September this year 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."