Hotel Jen brand launch
Queenie Lifluid
Entry statement: Industry context
Traders Hotels was part of the highly competitive mid-range hospitality sector currently dominated by international chains and increasingly characterised by more independent, boutique style offerings catering to the rise in importance of the "Millennials" market.
Entry statement: Challenge
"Millenials" make up some 50% of business travellers and will comprise some 75% of hospitality staff by 2025. Traders Hotels was lagging behind in attracting this highly desirable market.
Endorsement by Shangri-La also carried the misconception that Traders provided 5-star services and amenities - an expectation the...