Shangri-La to launch new hotel brand ‘Jen’
by Clover Ng
@ 28 Aug 2014
The Shangri-La group will launch its new business hotel brand in Orchard Road next month. Hotel Jen Orchardgateway, the first hotel under the Jen brand, will open for business on Sept 17. It is envisaged that many of the Traders hotels in the group’s portfolio will be gradually rebranded as Hotel Jen, said Shangri-La Asia. The Jen brand came about after Shangri-La bought a hotel on Hong Kong Island and wanted to develop a name and identity that would launch a new concept catering to business travellers in the highly competitive Hong Kong market and carry it forward into China, said brand consultant MetaDesign, which worked on the new concept, - See more at:
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