New Trump Hotels Will Change Name to ‘Scion’ Amid Signs Brand Is Flagging

New Trump Hotels Will Change Name to ‘Scion’ Amid Signs Brand Is Flagging

Donald Trump may be planning to expand his hotel brand if he doesn’t win the election, but they’ll no longer bear his eponymous name.

Any new hotel in the Trump family will now be called a “Scion” hotel per Trump Hotel’s CEO as part of a chain-wide rebranding move.

The company says they’re making the shift in order to appeal to a millennial demographic, according to statement on the company’s website. “We wanted a name that would be a nod to the Trump family and to the tremendous success it has had with its businesses, including Trump Hotels, while allowing for a clear distinction between our luxury and lifestyle brands,” Trump Hotels Chief Executive Officer Eric Danziger told media.

But it’s hard to ignore the damage the Trump brand has suffered since Donald Trump launched his bid for the presidency.

Back in June, we reported that a study done by travel website Hipmunk showed bookings at Trump’s New York and Chicago hotels plummeting, while the hotel industry expanded overall. Trump’s five-star Las Vegas property was renting for a mere $89 per night.

Prices at Trump’s newest property, a luxury hotel in Washington, D.C., have also tanked. The hotel is currently booking rooms for less than $500, a steep drop from its listed room rates. According to Travel + Leisure Magazine, the Trump had a bevy of open rooms, even as every other DC luxury hotel was sold out for the annual International Monetary Fund conference.

A Trump representatitve told T+L, however, that business is just fine. “The data reported by both Hipmunk and Foursquare is manipulated to appear meaningful, when, in reality, the information is inconsequential and does not provide an accurate representation of our performance.”

The now-called-Scion hotels were supposed to be the next wave of expansion for Trump’s hotel business: a string of four-star resorts that appealed to a younger, hipper customer. Ivanka Trump, who rolled out her own hospitality brand with a spa at DC’s Trump Tower, seemed like the ideal face.

Until this weekend, they were supposed to bear Trump’s name. That won’t be the case any longer.

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