Trump’s New Hotel Brand Doesn’t Include His Name

Forget politics for a minute, if you can.  Donald Trump is releasing a new hotel brand, and interestingly it doesn’t include his name in it.  Trump’s new hotel brand, however, is still a head scratcher.  Care to take a guess at what the new hotel brand’s name is?  Go ahead.  I’ll wait.  In fact, here’s a hint!

That’s right, Trump’s new hotel brand will be named Scion.  You know, like the failed car brand Toyota Motor Corp. just killed off.  A brand that was supposed to be filled with exciting cars, a pure price dealership model, and was supposed to attract Millennials to the Toyota brand.  It didn’t.  And, in my opinion, my car should never have been a Scion, it should have been a Toyota.  But I digress.

Why?

The reason for the new hotel brand, at least according to Trump Hotels, is differentiation.  Scion, which means “descendent of a notable family,” according to Tump executives, will be a lifestyle brand.  Sounds familiar huh?  Scion (cars) was also a lifestyle brand with a more “street culture” vibe.  The brand is being described as “relevant, but not faddish.”  Pricing is said to be somewhere around $200-$300/night.  Trump Hotels, on the other hand, usually average around $700/night.

Scion Hotels will reportedly focus on stylish decor and communal spaces.  Making the lobby a gathering place where people will want to socialize and work was also mentioned.  If that sounds familiar, it’s because this is a direction Marriott has also embarked on.  But even then, Marriott has backtracked a bit and has begun including desks in rooms again…

Uphill Battle

According to Trump officials, the Scion name isn’t a marketing strategy to distance themselves from the presidential candidate.  And, really, even without the politics the brand has a big, uphill battle ahead of it.  Executives liken the brand to Starwood’s W Hotels, but it’ll also be competing against the likes of Marriott’s Moxy Hotels, Hyatt’s Hyatt Centric, Hilton’s Curio, etc.  Even Montage has a new lifestyle brand called Pendry Hotels.

Scion Hotels won’t be new hotels either.  Some are simply going to be brand changes.  Others will be renovations of older properties, as is the trend now days.  The brand will include properties in cities and resort developments, but no specific properties have been identified.  The brand will supposedly open its first property in “early 2017.”

I personally don’t think the different name will make a difference.  It’s not like they Trump Hotels is hiding the fact that Scion Hotels is its subsidiary.  And those that are boycotting Trump’s businesses will likely know to avoid Scion, too.  Aside from that, Scion will have to compete in an already crowded market.  Trump’s new hotel brand will really need to work hard on quality and price to be competitive in the market.