Trump Hotels rebrand, shifts focus to millennials

The Trump brand is switching things up on the hotel front. Here’s how—and a few speculations as to why.

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As the 2016 presidential election season continues, indications that Republican nominee Donald Trump’s businesses might be suffering are beginning to surface.

Reports say Trump Hotels is among the first to suffer. This week, execs announced that its newest hotels will no longer feature Trump’s name—long a hallmark of the company’s properties.

The new hotel line—a luxury brand marketed to millennials—will be called Scion.

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Trump Hotels CEO Eric Danziger said in a statement:

We wanted a name that would be a nod to the Trump family and to the tremendous success it has had with its businesses, including Trump Hotels, while allowing for a clear distinction between our luxury and lifestyle brands.

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