by Laura Calugar
New York—Trump Hotels recently revealed the official name and concept details for its new hotel brand, Scion. The name means “descendant of a notable family” and it is a multi-faceted lifestyle brand developed in response to the boom in social clubs and the “we” economy.
The Trump Org. originally announced its plans for a new hotel brand in June, as CPE reported.
Scion is designed to connect and engage guests and others with a strong sense of community. The brand will deliver locally relevant experiences to those looking for a sense of connection during their travels, as well as when they return home. The audience for the new concept is the segment of travelers desiring to interact with others in energized social spaces. According to The Real Deal, the rebranding is said to be part of a new push geared towards Millennials.
“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. We will develop this brand with the same determination and exacting standards we have become known for,” Ivanka Trump, executive vice president of development and acquisitions at The Trump Org., said in a prepared statement.
The brand is expected to develop in city and resort locations that have a sense of place and personality.
“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,” said Trump Hotels CEO Eric Danziger.
The Trump Org. also noted that the new brand won’t replace its namesake brand. The company’s newest hotel in Washington, D.C., was scheduled to open in September, but Bloomberg reports that the opening will be within the week.
Image courtesy of The Trump Organization