For the businessman turned POTUS the brand name Donald Trump means everything — it’s what he sells. Trump has famously licensed the Trump name for every kind of product from luxury hotels and menswear to vodka and Trump Steaks. Brand recognition for the Trump name is currently at an all-time high, of course, though that recognition doesn’t mean Trump’s name is regarded as positively as before. Many customers might not have preferred the Trump brand in the past, but only now do so many actively boycott things Trump. Interestingly, Trump’s burgeoning hotel business is planning to launch a new line of hotels that won’t have the Trump name on them at all.
While the big luxury hotels under the Trump brand will seek to expand aggressively in 2017 and beyond with a goal of hitting 26 major US cities, a new brand of hotel launched by Trump Hotels will seek presences in smaller cities. Trump Hotels Chief Executive Officer Eric Danziger recently said that the new Scion hotel brand under the Trump Hotels umbrella will open its first hotel this year. The Scion hotels will be less expensive than the Trump-branded hotels. Some Scion hotels could be as small as 70+ rooms.