Shangri-La Hotels aims to generate 15% of total revenue from its 4-star brand Jen Hotels within three years, once the current pipeline of 20 hotels has completed. 
Jen Hotels, which is currently focused on the Asia Pacific region with 10 properties already open, launched last year and will comprise 30 hotels within three years, by which time Greg Ward, VP sales for Shangri-La, says the brand will contribute 15% towards total group revenue.
While there are no immediate plans to bring the brand to the Middle East, the group is looking at “every major gateway city in Europe, as well as the US because that has huge growth potential for us,” Ward revealed.
He continued: “With this 4-star brand and we are looking to engage a different customer base and for a longer length of time. As an owner operator, it’s important that we can provide alternatives for the customer experience and having a 4-star brand is very complimentary to the group.”
The news comes following the opening of a new property in Doha and the recent signing of the first Shangri-La Hotel in Saudi Arabia in Jeddah, due to open in 2018.
