Trump Hotels introduced a new lifestyle hotel brand named Scion. The brand is described as a “next-generation” one and will be run by the three children of Donald Trump, who will become executives of Scion. It was emphasized that the new brand will not be a “lite” version of Trump Hotels. Scion won’t belong to the luxury category and won’t have the Trump name on it, but the brand will have some cross-marketing with hotels operating under Trump brand.
It is reported that Scion will be a “multi-faceted lifestyle brand” that will keep in touch with social media trends and “we” economy. First properties will appear in North America, though the hotelier has ambitious plans regarding global expansion. Currently, the company is in search of new management deals, but Scion is unlikely to be offered as a franchise.
Ivanka Trump, already issued a press release, where she tells about her determination to make the new brand successful and promises high standards and quality. Ivanka and her brothers, Eric Trump and Donald Trump Jr., are executives of the Trump Organization that Scion is a part of.