Launched in 2013 in Singapore with the rebranding of a Traders hotel to the Hotel Jen Orchardgateway, the brand is intended to offer affordable luxury at four-star level, with the aim of appealing to a young generation of traveller.
Traders, launched in 1989 as the original sister brand to Shangri-La, has gradually reduced in size to just three hotels in Abu Dhabi, Kuala Lumpur and Beijing as a total of 10 former Trader properties - nine in Asia and one in Australia - have been converted to the Hotel Jen brand.
The Trader Beijing hotel will also be converted to a Hotel Jen, but the other two Traders, which are primarily aimed at the business guest, will remain as they are. There will be no new Traders as Shangri-La looks to expand Hotel Jen globally.
Marisa Aranha, vice-president of sales at Hotel Jen, said the new brand offered the strong service attitude expected from an Asian hotel company.
"We have a fuss-free approach and lots of simple pleasures such as fresh fruit cups in the mini-bars, affordable dining and friendly, intuitive service," she explained. "The bedrooms are aimed to increase the efficiency of a customer's stay with fast, free Wi-Fi and USB ports everywhere."
Specific touches include a flat rate fee of $15 for a bag of laundry, takeaway boxes at breakfast to allow the guests to fill up for later in the day and knowledgeable staff - not just the concierge team - who are able to recommend guests local places to visit.
Greg Ward, vice-president of sales Europe, Shangri-La Hotels and Resorts, said the company was currently looking at potential sites in the UK, specifically in London, Manchester and Birmingham.
"Hotel Jen could open as a new build or be rebranded from an existing hotel," he said. "We are looking to grow the brand under management contracts on behalf of owners and developers."
The ideal Hotel Jen will have 250 or more bedrooms, with a minimum room size of 27-28 sq m.
"For owners, partnering with Hotel Jen in the UK will benefit from working with a brand which is well recognised by the increasing number of travellers to the country from the Far East," added Ward.
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