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Trump Hotels launches a new lifestyle brand

Scion is the new lifestyle brand made for Millennials recently announced by Trump Hotels group.

Scion, meaning "descendant from an aristocratic family" according to the press release from Trump Hotels group, is the new hotel brand revealed by the operator at the Lodging Conference 2016. "We wanted a name that would be a nod to the Trump family and to the tremendous success it has had with its businesses," said Eric Danziger, CEO Trump Hotels.

The purpose of the concept is to focus on the Y Generation and meet its needs. With this in mind the group concentrates on developing common areas within the new units in order to encourage meetings and a community spirit. Properties will also encourage their guests to interact with local residents and live an experience in relation to the neighborhood in which the hotel is located. This brand will be developed in urban and resort destinations. They will not be franchises, but properties operated by Trump Hotels directly. Initially the group wishes to develop this brand through the conversion of properties and then through new-build constructions.

On this occasion, Eric Danziger declared: "Trump Hotels has long been recognized as home to the most iconic and luxurious properties, where guests are treated to meticulous service and unparalleled experiences. Scion will bring the same 'never settle' philosophy to a new and different type of guest in more locations around the globe."

Today, Trump Hotels has a portfolio of fifteen hotels operating internationally, of which eight are in the United States. The operator is also present in Canada, Brazil, Panama, Scotland and Ireland.

Also read:

  • Donald Trump to open his 10th hotel in Washington, DC

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