While The Donald continues his contentious bid for the White House, his hotel group plans to launch a new brand – minus the Trump moniker.
Billed as a lifestyle brand, a title has not been disclosed yet but it will not include the ‘Trump name,’ the company said.
The four-star brand will target younger guests and will launch later this year, which may well be in the midst of the presidential election.
"We want to reserve the name Trump only for luxury and never want to confuse customers or owners of the difference in a four- and five-star property," Trump Hotels chief executive Eric Danziger said.
The brand touts ‘energized social spaces’ at hotels to take advantage of what it calls the tech-centric ‘we economy.’
"This is a great time for Trump Hotels as we target a new and different type of guest with the same Trump standard of quality and excellence," Danziger added.
"We also continue to enjoy strong performance across the portfolio and are very excited about the imminent opening of three high profile properties: Trump International Hotel Washington, D.C.; Trump International Hotel & Tower Vancouver; and Trump Rio de Janeiro Hotel."
Keeping the Trump name off the new brand is a wise business move.
A report released last month said bookings at Trump Hotels had plummeted 59% year over year on the Hipmunk online platform, while a new poll shows less than a quarter of Millennial age voters would like to see Trump as US President.
