The new line of Trump Hotels has been renamed Scion. Following reports that occupancy rates at Trump Hotels are falling, the rebranding is said to be part of a new push geared towards millennials. The company also insist the rebranding has nothing to do with the Donald’s controversial presidential campaign. They say they are simply reacting to empty rooms. At the new Trump International Hotel in D.C, rates fell below $500, while nearly every other five-star hotel was sold out for the International Monetary Fund conference.
“We chose this name as a nod to the Trump family and their tremendous business successes, including Trump Hotels,” Eric Danziger, chief executive officer of Trump Hotels, said in an e-mail. “We want to acknowledge the association with Trump in a genuine way, while allowing the new lifestyle brand to stand on its own.”
