From The Real Deal: Trump’s name may be everywhere right now – except on new hotels. Following reports that occupancy rates at Trump Hotels are falling, new hotels from the brand will no longer bear Trump’s name.
Instead, the new line of Trump Hotels will be called Scion, according to Fortune. The rebranding is said to be part of a new push geared towards millennials.
“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. [more]