Foursquare Data: Donald Trump is Hurting the Trump Brand
Photo courtesy of Thinkstock.
Trump could be in for a “yuuuuuge” problem.
While debate will rage between now and November on whether or not Republican presidential candidate Donald Trump is good for America, the question of whether or not Trump’s candidacy is good for Trump is another matter entirely.
Many would likely subscribe to the “all publicity is good publicity” mode of thinking, but a certain New York-based company may have some evidence to the contrary.
Foursquare is a powerful tool when it comes to various travel and retail analytics. The company is known for their app (and complementary Swarm app) which allows consumers to check in to any location and business to provide those customers with benefits for checking in. However, the company is sitting on a tremendous amount of data that is collected as users share their location even when they’re not checking in.
The company calls it “foot traffic” data, and it can be remarkably predictive. Foursquare claims it’s predicted numerous trends including iPhone sales, McDonald’s all-day breakfast successes and rough times for Chipotle.
In all, if Foursquare’s millions of users aren’t heading to businesses, the company knows about it, and the company knows the people are suddenly staying away from properties owned by Trump. From Foursquare:
“It turns out the data is fairly clear: Since Donald Trump announced his candidacy in June 2015, foot traffic to Trump-branded hotels, casinos and golf courses in the U.S. has been down. Since spring, it’s fallen more. In July, Trump properties’ share of visits fell 14% year over year, for instance.”
Foursquare says that the properties hit hardest by the Trump-induced slump are: Trump SoHo, Trump International Hotel & Tower Chicago and Trump Taj Mahal. The last of which has recently announced it's closing its doors due to monthly million-dollar losses and labor issues.
The biggest problems appear to be that many Trump properties are in liberal-leaning “blue states” like Illinois, New York, Hawaii and New Jersey and that Trump’s terrible poll numbers when it comes to women bear out in the foot traffic data as well.
Foursquare cautions that it’s just a data company and isn’t in any position to reliably predict exactly what this means for Trump’s candidacy and his businesses, but the numbers showcase a potential that the reality star’s hotels, resorts, golf courses and casinos may need a little TLC whether he wins in November or not.
More by Michael Schottey
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