NEW YORK —Trump Hotels has revealed the official name and concept details for its much-anticipated new hotel brand, Scion — a multi-faceted lifestyle brand developed in response to the boom in social clubs and the “we” economy. “
“Our business at Trump Hotels is stronger than ever and we are incredibly excited about the future of Scion, the newest brand in our hotel portfolio,” says Ivanka Trump, executive vice-president of Development & Acquisitions, The Trump Organization. “We are so pleased to leverage our collective knowledge and experience to launch a brand that is vastly different from anything the industry has experienced before.”
Scion is designed to connect and engage guests and others with compelling spaces and a strong sense of community. The brand will deliver locally relevant, meaningful and sought-after experiences to those looking for a sense of connection during their travels as well as when they return home.
“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,” says Trump Hotels CEO Eric Danziger. “Scion will bring the same ‘never settle’ philosophy to a new and different type of guest in more locations around the globe.”
The brand is expected to develop in city and resort locations that have a true sense of place and personality. “Fashioned with the developer and owner in mind, Scion is the solution for those looking for a brand that is relevant, lasting and offers a compelling return on investment,” says Kathleen Flores, executive vice-president of New Brands and Innovation, Trump Hotels.
