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 15Q1 as it rebrands existing properties. Under the first phase, the Traders hotels in Singapore, Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijin
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 15Q1 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.
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," said Lothar Nessmann, COO of the Hotel Jen brand.
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.
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.