Of all the names in the world, Trump Hotels chose to name their new lifestyle brand after an almost defunct Toyota brand: Scion. Although the model will no longer exist come 2017, we’re still not completely in love with a name that makes us think of a budget car rather than upscale properties. Earlier this year, Trump Hotels announced the launch of its new brand run by his children Donald Jr., Ivanka, and Eric, and is in “response to the boom in social clubs and the “we” economy.”
Not many details have been released thus far, but Scion will be geared toward younger travelers and will sit within the higher upscale category rather than fully luxury. “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 said Trump Hotels Chief Executive Officer Eric Danziger in a release. “Scion will bring the same ‘never settle’ philosophy to a new and different type of guest in more locations around the globe.”
The brand will focus engaging guests through locally-relevant and meaningful experiences that work to connect travelers to the city’s they are in. The announcement also comes during a time when the Trump name no longer carries the weight it once used to, and is actually proving more troublesome for the hotelier. According to a survey conducted by Skift in May regarding Trump Hotels, “Out of 1,554 responses, 56.9 percent of respondents said they were less likely to stay in a Trump Hotel because of Donald Trump’s presidential campaign.” The survey went on to state that 23.4 percent were more likely to still book the hotel and 19.7 percent weren’t aware Trump was in the hotel business (have they been living in a cave?).
“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 CEO Eric Danziger said in a statement. A “clear distinction” indeed.
