As election day in the United States draws near, Donald Trump’s namesake might be disappearing from his hotel empire.
On Tuesday, they revealed the name of their new hotel brand, Scion, which according to the company means, “descendant of a notable family.”
"Our business at Trump Hotels is stronger than ever and we are incredibly excited about the future of Scion, the newest brand in our hotel portfolio,” said Ivanka Trump, in a statement. "Under the leadership of our CEO, Eric Danziger, along with our world-class leadership team, we are so pleased to leverage our collective knowledge and experience to launch a brand that is vastly different from anything the industry has experienced before.
“We will develop this brand with the same determination and exacting standards we have become known for."
Trump Hotels CEO Eric Danziger said the name is a nod to the Trump family, but also a way to separate the new properties from their existing brands.
“Trump Hotels has long been recognized as home to the most iconic and luxurious properties, where guests are treated to meticulous service and unparalleled experiences,” said Danziger. “Scion will bring the same ‘never settle’ philosophy to a new and different type of guest in more locations around the globe.”
The company said the brand will be developed in various city and resort locations starting in 2017.
If you are wondering how Trump Hotels are doing, according to travel website Hipmunk, the share of bookings at Trump Hotels are down by nearly 60 per cent compared to the same period last year.
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