Hotel Jen from Shangri-La Hotels and Resorts to open in the UK | thecaterer.com
Hotel Jen – the younger, more hip sister brand to the luxury Shangri-La Hotels and Resorts – is looking to enter the UK market.
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.
