by James Ruggia
Last updated: 2:44 PM ET, Tue August 26, 2014
PHOTO: Singapore will open the first Hotel Jen, Shangri-La Hotels' response to Millennial preferences. (Courtesy of Shangri-La Hotels & Resorts)
Shangri-La Hotels & Resorts, a company that has made its name by providing beautifully refined hotels for a clientele with both money and gravitas, is now expanding its marketing reach to millennials. Under a mission statement to be, "Fresh, friendly and fuss-free," Shangri-La unveiled Hotel Jen, promising it will cater to a new "Jeneration" of independently minded business and leisure travelers.
By March 15, 10 new Hotel Jens are scheduled to open up across Asia Pacific. The Hotel Jen Orchardgateway, opening in Singapore on Sept. 15, will lead the procession. In the first phase of the roll-out, the Traders hotels in Singapore, Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijing and Shenyang will be rebranded to Hotel Jen.
"The Hotel Jen brand is inspired by the virtual persona Jen, a professional hotelier who loves life, travel and the adventure of discovering new places," said Greg Dogan, president and CEO of Shangri-La Hotels and Resorts. "Hotel Jen takes care of guests with efficiency and care, while also giving them informed access to the best a particular destination has to offer.
"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."
The details that Shangri-La is putting into these hotels reflect extensive market research on millennial travelers. The "informal" check-in, stay and check-out couldn't be more different than the more formal, white glove service that Shangri-La is known for. A sense of belonging will be reflected through a brand persona concept that positions guests as "friends of Jen."
The "informed and friendly" service style will also guide guests with restaurant recommendations, under-the-radar sights and unusual boutiques. Free Wi-Fi everywhere, all the time, and convenient mobile charging stations throughout the hotels are a few of the many features. Hotel Jen's restaurants will focus on fresh local products, ensuring that the food is genuine and authentic in every way. Free coffee/snack-box-to-go after breakfast and grab-and-go kiosks will be available.
"We definitely want to retain our existing customer base, who have been extremely loyal to us, but we also recognize that their needs have changed," said Lothar Nessmann, chief operations officer of the Hotel Jen brand. "Today's guests want more flexibility, as busy non-traditional work hours tend to blend the boundaries between business and leisure."
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