Shangri-La International Hotel Management Ltd announces to open its Hotel Jen in Singapore which is the first of a new ’Jenre’ of fresh, friendly and fuss-free mid-range hotels.

Hotel Jen Orchardgateway Singapore, the first of a new 'Jenre' of fresh, friendly and fuss-free mid-range hotels by Shangri-La International Hotel Management Ltd, opened its doors to the public in Singapore.

The opening is the first in a major initiative to launch the Hotel Jen brand in nine key gateway cities across Asia Pacific by March 2015.

Mr. Greg Dogan (below middle), president and CEO of Shangri-La Hotels and Resorts, who was in Singapore for the official opening ceremony, said: "Hotel Jen Orchardgateway Singapore marks a significant milestone in our journey to redefine the hotel experience for today's new generation of travellers. Singapore is one of Asia's leading travel and tourism destinations and a hub-market for the region, making it a prime location in which to showcase our new 'Jen' concept for the very first time."

Centrally located along Singapore's principal shopping belt, Orchard Road, and in close proximity to the CBD, Hotel Jen Orchardgateway Singapore is well positioned for guests to discover distinctive local experiences, inspired by the virtual persona Jen, a professional hotelier who loves life, travel and the adventure of discovering new places.

Lothar Nessmann (second right), chief operations officer of Hotel Jen, commenting on today's opening and the new brand, said: "We are thrilled to open the doors to our first Hotel Jen here at Orchardgateway. Catering to the changing demands of our existing customers and the more independently-minded 'millennial' mind set, the Jen brand offers travellers greater flexibility to blend the boundaries between business and leisure. An authentic 'informed and friendly' service style will allow our guests to discover Singapore's unique local culture without unnecessary fuss."

Located directly above Orchardgateway – Singapore's newest shopping mall – Hotel Jen Orchardgateway Singapore is interconnected with three shopping malls providing a seamless, weather-proof shopping experience and direct access to Somerset MRT station offering effortless connectivity to all parts of Singapore.

Staying with Jen captures the joy of travel and spirit of adventure, celebrates culture and smoothes out frustrations. Jen's dream is for every stay to start with anticipation and end on a high.

Herve Duboscq (second left), general manager of Hotel Jen Orchardgateway Singapore, added: "It's a real honour to be opening the doors to the first ever Hotel Jen today. We have guests arriving already and it's just so exciting to see our virtual persona Jen become a reality, as her values of simple pleasures, easy efficiency and a sense of adventure come to life through the hotel and our fantastic team working here."

The Hotel Jen brand delivers what matters most to guests with a millennial mind set. Quality, comfort and value are paired with honest, authentic service; all underpinned by the important things done well without unnecessary fuss or intrusion. Designed to meet the needs of these independently minded business and leisure travellers whether individuals, families or groups, key highlights of Hotel Jen Orchardgateway Singapore include:

Simple pleasures: cutting-edge technology throughout the hotel includes fast free WiFi, fun and colourful mobile charging stations throughout the hotel, laundry wash and fold service at one price for unlimited items in the laundry bag, iMac stations for today's tech-savvy travellers and a PressReader app with free access to 2,500 online publications, replacing the traditional morning newspaper. The rooftop pool and Baywatch@Jen bar boast panoramic views of Singapore's dramatic skyline, including Marina Bay and the CBD. Playing to its location on Orchard Road, floor-to-ceiling windows offer guests dramatic backdrops to their choice of Superior (27m2), Deluxe (from 32m2) or Premier Panorama (from 41m2) rooms.

Easy efficiency: in-room and restaurant dining options featuring fresh local products selected for flavour, fusion and fun. 'Makan@Jen' is an all-day restaurant offering a blend of local specialities and international classics, while an 'OnTheGo' deli counter and 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.

A Sense of adventure: the Hotel Jen team are local lifestyle experts catering to today's most adventurous traveller, on-hand to recommend cultural spots, local cuisines and new places to explore off-the-beaten-track. Guests can also find local tips on Jen’s Singapore travel blog.

The launch of Hotel Jen Orchardgateway Singapore is the first opening of this major initiative to re-brand many of Shangri-La’s existing Traders Hotels across the region. In the first phase of the Hotel Jen roll-out, the Traders hotels in Singapore, Hong Kong, Brisbane, Penang, Johor Bahru, Manila, Maldives, Beijing and Shenyang will be rebranded to Hotel Jen from September 2014 to March 2015.

Traders Hotel Singapore on Cuscaden Road will be the first property to undergo the transformation on 25 September 2014, bringing an intuitive service and relaxed, friendly style to the existing collection of mid-range hotels. Future Hotel Jen development projects are under discussion in key gateway cities in South East Asia.