Shangri-La kicks off Traders rebranding

Shangri-La has renamed its first Traders Hotel in Asia, under a major rebranding initiative.
The Traders Hotel Cuscaden Road in Singapore became the first property to undergo the change, and has now been relaunched as the Hotel Jen Singapore. This follows the recent opening of the Hotel Jen Orchardgateway Singapore, which marked the new brand’s debut.
“Today’s rebrand of Traders Hotel Singapore to Hotel Jen Singapore is the next significant milestone in our plans to launch Hotel Jen across the region, starting in Singapore,” said Greg Dogan, president & CEO of Shangri-La.
“True to the new brand, the Hotel Jen Singapore team are embracing the changing demands of today’s more independently minded travellers who seek simple pleasures, easy efficiencies and the opportunity to indulge their sense of adventure.”
Hotel Jen Singapore will now undergo a major renovation. Scheduled to finish in early 2016, the project will see the installation of interchangeable, apartment-style furnishings in the rooms, plus ‘smart’ technology such as interactive TVs with multi-device streaming and in-room check-out.
Hotels will also offer free Wi-Fi, mobile charging stations in public areas, a PressReader app with free access to 2,500 online publications, plus free coffee and ‘on the go’ breakfast options. Restaurants will offer home cooking-inspired cuisine.
Following the rebranding of the Traders Singapore, the Hotel Jen roll-out will continue to Traders properties in Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijing and Shenyang. All of these hotels are expected to be rebranded by March 2015.
And Shangri-La said that more new Hotel Jen projects are also in the pipeline in “key gateway cities in Asia Pacific”, with plans to expand globally in the future.
Source: Travel Daily