Trump Hotels Unveils Details Of New Lifestyle Brand
by Jessica MontevagoPhoto:
Trump Hotels’ new lifestyle brand will be called Scion, the company announced Monday. “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.
The new brand was developed “in response to the boom in social clubs and the ‘we’ economy.” It will be geared toward younger travelers and, unlike Trump Hotels, will not be in the luxury tier.
Management deals are still in the works, but the company said it expects to announce plans in coming weeks.
Scion will be led by Donald Trump’s three children – Ivanka, Donald Jr. and Eric – who also serve as executives of Trump Hotels.
