The company previously announced the new brand would not include the Trump name but still pays a subtle tribute to The Donald.
It will be called Scion, which is defined as ‘a descendant of an influential family’.
"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.
The new brand was announced earlier this year touting ‘energised social spaces’ for the tech-centric ‘we economy.’
Few details have been shared so far but hotels will be located in ‘city and resort locations that have a true sense of place and personality,’ the company said.
"Our business at Trump Hotels is stronger than ever and we are incredibly excited about the future of Scion. We are so pleased to leverage our collective knowledge and experience to launch a brand that is vastly different from anything the industry has experienced before," said Ivanka Trump, executive vice president of development & acquisitions.
