Shangri-La rebrands Traders Hotel into Hotel Jen for new ‘Jeneration’

By Abby Gayle Abbu

EMBRACING the changing demands of independently minded business and leisure travelers, Hotel Jen caters to a new “Jeneration,” who seeks simple pleasures, easy efficiencies and opportunities to indulge in their sense of adventure when traveling for leisure or business.

journey03a-071915Hotel Jen Manila, formerly known as the Traders Hotel Manila, is among the brand transformations of Shangri-La’s Traders Hotels that have been launched in major cities in the Asia Pacific. The rebrand offers guests a new way to stay, while still providing them the same level of quality as before but with a more intuitive service attitude and relaxed, friendly style.

“We now have 10 hotels in Asia Pacific. We have hotels in Singapore, Australia, Hong Kong, Malaysia, China, the Maldives and in the Philippines,” Hotel Jen Manila General Manager Edward Kollmer said.

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. 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.

A sense of belonging will be reflected through a brand persona concept that positions guests as “friends of Jen,” with a caring and respectful service standard communicated by the staff in an enthusiastic, helpful and engaging way.

Edward Kollmer
Edward Kollmer

True to its new brand and brand values, Hotel Jen Manila has established a team that embraces the fun, friendly and fuss-free values of Jen to adapt to the rapidly changing needs of today’s Jeneration travelers. Hotel Jen’s ‘informed and friendly’ service style will allow guests to discover the best of where they are through unique recommendations, from unusual boutiques to trendy bars and restaurants in town. The Hotel Jen team will be each guest’s own personal local lifestyle guide.

“Our brand developed from market research. The market was telling us we needed to amend, develop and evolve,” Kollmer explained. He also said that, aside from research, they put the customers at the center of their culture in Hotel Jen Manila.

Cutting-edge technology is also the key to catering to the highly social, young-at-heart traveler. Free access to Wi-Fi anytime and anywhere inside, convenient mobile-charging stations throughout the business-friendly hotel and a PressReader app with free access to 2,500 online publications replacing the traditional morning paper are few of the many features  Hotel Jen Manila offers.

Guest comfort and safety are absolute priorities and there will be no compromise on existing, high-quality standards.

For added convenience, the hotel features a vending machine with beverage and snack items priced at convenience store levels and a  “Grab&Go” deli counter that offers quick-meal solutions.

journey03c-071915In addition to the above, simple pleasures such as a laundry wash-and-fold service for unlimited items in the laundry bag at one price, free coffee and snack box-to-go options after breakfast allow guests to get on with the things they care about most—life, travel and discovery. For the Club and Golden Circle members, a cup of local seasonal chopped fruit is served with a bamboo skewer in all rooms.

Along with the rebranding of Hotel Jen Manila is the appointment of the new general manager. He is responsible for overseeing the entire business, as well as the food served in the hotel, and currently he has some ideas in developing Hotel Jen Manila’s Latitude restaurant and

“Being a leader of any business, you need to be involved in what’s going on. In the Asia Pacific, food is really, really important because people meet around food. So, having good food and ensuring that it’s served well is critical in any business,” Kollmer said.

With a wealth of hospitality experience, he brings a tactical approach to sales and revenue management and operational excellence for the recently rebranded hotel.

Before his appointment, Kollmer was the general manager of Thistle Johor Bahru in Malaysia for three years. He also worked as a general manager for many of Thistle properties in London, such as at Leicester Square, Trafalgar Square, Victoria and Marble Arch.

Hotel Jen development projects are under consideration in key gateway cities in Asia Pacific, with plans to expand globally in the future.

“What’s important for us now is to share and grow, and we, as a company, want to have 50 hotels in two years’ time. We’ve got large aspirations to develop within the Asia Pacific,” Kollmer said.

Hotel Jen Manila is on Roxas Boulevard. The international and domestic airports are only 20 minutes away, and 30 minutes to the Makati business district. The hotel is adjacent to the country’s premier conference and exhibition facilities—the Cultural Center of the Philippines, Philippine International Convention Center, World Trade Center and SMX Convention Center and 10 minutes away from the SM Mall of Asia. Malate, the entertainment district of Manila City, is within walking distance of the hotel.

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