Trump Hotels continues to expand its portfolio, announcing the launch of a new midscale brand called American IDEA.
The company said the concept will be rooted in local history and gracious hospitality with each hotel celebrating the unique culture of its destination. Trump Hotels already has three agreements signed for American IDEA properties in the Mississippi Delta area.
The Trump brand is looking to shake up the midscale segment with its latest move, hoping that American IDEA will offer an appealing alternative to guests looking for a more affordable stay as well as hotel developers.
Interestingly, the new brand is also the second in as many years to lack the Trump moniker. While several reports published last year suggested that Donald Trump's ascent to the U.S. presidency was bad for business, Trump Hotels downplayed any negative consequences.
Still, it's not difficult to see why the company would want to shift away from the Trump name.
"He's going to piss people off," luxury hotel owner Laurence Geller told the Wall Street Journal back in January. "Why would a developer want that as part of his brand? Why would you take the risk?"
Trump Hotels introduced Scion last fall. The upscale lifestyle brand was said to be inspired by the rising popularity in social clubs and the "we" economy. It pays respect to the Trump-Scion means descendant of a notable family-without having any explicit ties.
[READMORE] READ MORE: Trump Brand Mulling Another DC Hotel [/READMORE]
Trump Hotels also confirmed the first location for its Scion brand on Tuesday.
The Scion at West End in Cleveland, Mississippi is described as a "multi-faceted hospitality campus." In addition to roughly 100 guestrooms and suites, the hotel will feature a pair of restaurants, a 6,000-square-foot spa and fitness center, a 5,000-square-foot event hall and two acres of outdoor festival space as well as multiple entertainment outlets.
"We look forward to leveraging our expertise and experience across the various segments of the hotel business and bringing our trademark hospitality to many more guests, owners and markets across the nation," Trump Hotels CEO Eric Danziger said in a statement accompanying Tuesday's announcement.
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