Trump Hotels, which hinted in June that it would introduce a new lifestyle offering, has given it a name: Scion, a next-generation brand that will be led by the three Trump children who are executives of the hotel company.
Trump Hotels CEO Eric Danziger pointed out that the new brand will not be “Trump lite.” “The new tier is uniquely us, but it’s not luxury,” he said. It also won’t have the Trump name on it, although there will be some cross-marketing with Trump-branded hotels, he said.
Announcements of deals are expected in coming weeks for the brand, which the company calls a “multi-faceted lifestyle brand developed in response to the boom in social clubs and the ‘we’ economy.” The brand initially will be developed in North America, although it has global ambitions, in major cities or secondary markets like Austin or San Jose, said Danziger, who joined the company last year.
The company is looking for management deals, not franchising, and none of the current deals have key money attached, he said, although they are not ruling out investment when necessary.
“We will develop this brand with the same determination and exacting standards we have become known for,” said Ivanka Trump, according to a press release. She and her brothers, Donald Trump Jr. and Eric Trump, are executive vice presidents of the Trump Organization.
The Trump Organization recently opened its newest hotel, the Trump International Washington, D.C., amid the campaign of its chairman, Donald Trump, for the U.S. presidency.