Hotel Jen brand launch

This case study describes how Traders Hotels launched a new hotel brand in Asia Pacific - Hotel Jen - to cater for the millennial market.

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...

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