Hotel Jen is a mid-range hotel brand in the Shangri-La Group located throughout Asia’s leading cities. The brand offers highly-driven pacesetters, urban explorers and global adventurers a connection to Asia that uncovers the culture, conversations and communities driving the region. After a recent brand refresh centring its brand and nine properties on the dynamism and lifestyle of Asia's metropolises, Hotel Jen needed a website to complement its experience. With a vision for authentic and modern Asian living, the challenge for Base Creative was creating a website that would mimic the unique experience in digital form – beginning the Hotel Jen journey before guests even arrive.
hotel properties across Asia
month website design time
As a companion to Hotel Jen's new brand, Base Creative activated its vibrant experience at its most seen touchpoint, its website. Distinguished by simple UX design and welcoming UI design, the website captures the lifestyle of the Hotel Jen culture and community – a way of life inspiring guests to "Live New Asia." Base Creative helped translate the brand's strategy and identity into a simple digital solution, uniting its overall perception between the platform, the guest, and Hotel Jen.
Research and Insights
Research shows that the experience built around a brand story and value proposition contributes to up to two-thirds of the commercial results. This experience extends to its digital platforms. The Hotel Jen brand goes above and beyond the function and structure of a traditional hotel, providing guests with events, activities and facilities that plug them into the pulse of New Asia. With this in mind, we directed our research toward uncovering how guests actually make decisions and behave on hotel websites. Through in-depth trend and competitive analysis, we formed a clear image of leading hospitality website design founded on the core insight of intuitive simplicity. Every detail of Hotel Jen's website design contributes to an efficiently effective digital solution, flowing and responding as if it were living.
Having set a strategic foundation that would resonate with the global pacesetter customer group, our design team leveraged the psychology of simplicity and effective design to develop a website that optimised structure and aesthetic design – both elements intertwined to convey the contemporary yet welcoming nature of "Live New Asia". Hotel Jen's website was designed to be universally familiar and personally engaging regardless of region. Based on user interactions, the website localised content to streamline information toward the intended hotel. A minimalistic layout, vibrant colour scheme, contemporary typography and subtle micro-interactions represent the brand and clearly guiding people to information that influences their purchasing decision.
As a brand championing local immersion, global connection and cross-cultural collaboration, Hotel Jen's photography style is centred on the brand's lifestyle and its hotels' locations. The visual narrative creates a scrapbook of memories, showcases community building and self-motivated exploration unique to the hotel. Apart from location, accommodation and facility photos, every image captures a person experiencing a sense of wonder, delight or local charm on their own or with other people.
To ensure the consistency of Hotel Jen's brand, we also developed a supplementary website guideline that outlines how to achieve intuitive simplicity if addition or adaptation is needed. These guidelines serve to protect the unique experience guests receive even before they arrive, bridging the digital and physical Hotel Jen experience.
Research and Insights