Global Update
trade in
Shangri-La Hotels and Resorts ’ Traders brand is giving way to a “ virtual persona ” midmarket hotel concept called Hotel Jen . In fact , Shangri-La will convert existing Traders hotels to Jens starting with Hotel Jen Orchardgateway , which opened in Singapore September 15 . Ten Hotel Jens will open in major cities in Asia Pacific by March 2015 .
The brand is inspired by the virtual persona Jen , a professional hotelier who loves life , travel and the adventure of discovering new places . “ The Hotel Jen experience delivers what matters most to guests with a Millennial mindset ,” says Shangri-La Hotels and Resorts CEO Greg Dogan . “ 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 .”
Free Wi-Fi everywhere and mobile charging stations throughout the hotels are a few of Jen ’ s many features . Restaurants will focus on fresh local products while free coffee and to-go snack boxes after breakfast and grab-and-go kiosks also will be available .
Hotel Clover ’ s newest property , Hotel Clover 33 Jalan Sultan in Singapore , has nature-inspired features to harmonize with its heritage neighborhood location .
sprouts of clover
After starting as a single boutique hotel in late 2012 and growing to four owned and managed properties this year , Hotel Clover is set to expand to countries across Asia — including China , Thailand , Malaysia and Indonesia — with 300-plus room , 4-star boutique hotels .
Teo Kok Hwee , CEO of the Singapore-based operation , will open a fifth Singapore hotel in July 2015 and is especially excited about preparing to launch a CSR initiative called CloveRedi2Art — an art-sharing program in collaboration with veteran local artist Jiu Jiant . “ We view our CSR program as an important part of our brand and reputation ,” Teo says . “ We aim to align our values and business practices with our responsibility for arts education and the society .”
Teo notes Clover hotels are positioned uniquely to attract different target markets . The first property , Hotel Clover 769 North Bridge Road , is branded as a vintage-themed boutique hotel ; Hotel Clover 5 Hong Kong Street is a modern business hotel that attracts the European market , especially Russians ; Hotel Clover The Arts is an art-themed boutique hotel ; and Hotel Clover 33 Jalan Sultan boasts a serene urban sanctuary with a Southeast Asian flavor . “ On average , our hotel properties receive about 80 % daily occupancy rate ,” he adds .
Teo — who started as an owner at Woleco , a supplier of bathroom amenities and bed linen to hotels worldwide , and later became the owner of IPACS , a hotel consultancy firm specializing in turnkey renovation servicing Starwood hotels in the Middle East and Africa — oversees a staff of 50 . He personally meets with his hotel managers and assistant hotel managers every morning as he develops the brand and positions existing hotels . To achieve this , he believes in focusing on service , amenities , design , décor , landscaping and technology .
14 HOTELS October2014 www . hotelsmag . com