Hong Kong-based Shangri-La Hotels and Resorts will phase out its Traders Hotels brand and reflag those properties under the new Hotel Jen badge, which is geared toward millennial travelers.

Singapore's Hotel Jen Orchardgateway, the first hotel under the new brand, will debut Sept. 15. Another nine Traders properties, in locales such as Hong Kong; Brisbane, Australia; Manila, Taiwan; Maldives; and Beijing, will be rebranded as Hotel Jens by next March, Shangri-La said.

Shangri-La, whose 111 hotels include 83 under its flagship brand and 15 under the Traders badge, says the new brand, whose name is a play on the younger generation ("Jeneration") of travelers, will cater to millennials with touches such as free WiFi and food and beverage programs that feature local products.

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