A hotel for the new JENeration

MANILA, Philippines - The changing needs of today’s travelers have given birth to a new set of hotel standards.

Gordon Aeria, general manager of Hotel Jen, formerly known as Traders Hotel, told The STAR recently that they have decided to rebrand to focus more on the new generation of travelers called the millennials.

According to Aeria, the millennials, aged 25 to 55, are very much geared toward modern facilities, new technology and uncomplicated adventure.

“The name Jen is a virtual persona. We are the first hotel to focus on these millennials. They are travelers who want to combine business and leisure. They want to experience local culture,” Aeria said.

He said today’s guests are more knowledgeable and discerning. “When they come to a destination, they have already researched about the place,” he said.

“Our brand wants to host them well, give them a wonderful stay with a bit of adventure. We want it to be less formal but at the same time a quality vacation which they expect,” Aeria said.

As Traders Hotel in the past, they were focused on corporate guests or business travelers, according to Aeria.

Now as Hotel Jen, they want to welcome both business and leisure visitors, whether as individual or group travelers.

In a statement, Greg Dogan, president and CEO of Shangri-La Hotels and Resorts that also runs the Hotel Jen chain, said the millennials appreciate important things done well; demand quality, comfort and value; and want utmost privacy.

“The Traders brand has had a 30-year history of success in generating solid business, carving out a niche amidst a highly competitive industry and building a loyal base of customers. However, we are looking to the future and based on extensive customer research and insight into the way our target market lives and travels, we are recognizing and responding to the global trends and particular needs of this new generation of travelers,” he said. “This will keep us relevant in the next 20 years.”

Aeria said Hotel Jen will have a more intuitive service attitude and relaxed, friendly style.

The first thing guests will notice as they enter the hotel is less formal staff uniforms. The Hotel Jen team will also be a guest’s own personal local lifestyle guide, making them feel like they are staying with a friend.

Right now, there are seven Hotel Jens that have rebranded, according to Aeria.

“We have two in Singapore, one in Hong Kong, one in Malaysia, one in Brisbane, one here in Manila and soon, another one in Maldives. In the first quarter, we will have three more existing hotels that will be rebranded as well as brand new Hotel Jens,” he said.

He added that while nothing is definite, they are always looking for opportunities amid reports that they intend to put up another hotel in Manila. He said the Philippines is a growing destination with positive feedback from visitors.

“Initiatives taken by the government through the Department of Tourism have helped improve perception of Manila,” Aeria said. Tourism boost is also expected with the forthcoming opening of the City of Dreams in Manila, the papal visit this January and the hosting of the Asia-Pacific Economic Cooperation Summit next year, among other activities.

In preparation for the forthcoming events, Hotel Jen, which has 312 guest rooms and suites, has completed almost all of its renovations, including in the lobby lounge and Japanese restaurant. It has also improved its WiFi Internet access.

“We have the fastest WiFi Internet access in the bay area today. We allow guests to have multiple handheld devices,” Aeria said.

Aeria said with its improved marketability and the presence of affordable airfares, the hotel industry is optimistic that tourism in the Philippines will reach ever greater heights.