Hotel Jen by Shangri-La is First Major Asian Brand to Target Millennials
Photo Credit: Makan@Jen, the restaurant at Hotel Jen Orchardgateway Singapore. Hotel Jen
Skift Take
While this is nothing especially new in the Western hemisphere, it's interesting to see how a large Asian hotel brand goes about targeting Millennial business and leisure travelers in Southeast Asia's conservative hospitality market.
Shangri-La Hotels is rebranding its mid-market Traders Hotels collection as the new Hotel Jen flag, beginning with the opening of Hotel Jen Orchardgateway Singapore on September 15.
Ten more Hotel Jens are expected to open their doors after renovations in other major Asian gateways markets, including a second property in Singapore's Orchard Road shopping district, followed by Hong Kong, Brisbane, Penang, Manila, Maldives, Beijing and others by March 2015.
Designed for the next "gen" traveler, Hotel Jen is the first large corporate Asian brand to specifically target the Millennial market, copying the same blueprint invented by a number of young Western brands over the last decade.
"The new brand is refreshing, colorful and extremely young at heart, but we also recognize that many of our existing loyal customers have become young at heart," says Lothar Nessman,
