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Trump Hotels launches a new midscale brand: American Idea

With its new 'American Idea' brand, Trump Hotels Organization is exploring the midscale range. Three Mississippi properties have already been agreed upon for the launch of the brand.

The Trump Hotels group's portfolio just expanded to the midscale segment with the launch of a new brand named "American Idea". The midscale category had not been the group's priority so far; it was mostly focused on upscale & luxury hotels. An agreement has already been signed to turn three Mississippi Delta hotels into the first flagships for Trump's new midscale brand.

In addition, the group announced that its first property under its lifestyle brand Scion will open in Cleveland. The 4-star property will offer about a hundred rooms, a 500m² spa and fitness center, a 460m² event hall and two restaurants.

The development of these two brands illustrates a new business focus for Trump Hotels that reaches towards new properties across a wide range of segments. Eric Danziger, the group's CEO, explains: "While we will continue [...] our luxury Trump Hotels brand, we look forward to leveraging our expertise and experience across the various segments of the hotel business."
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