Will a Trump Hotels rebranding woo a new audience?

Recent reports say the Trump brand is struggling, so efforts are underway to appeal to millennials with a different moniker. Here’s a look at the brand’s faltering image.

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What’s in a name? For Trump Hotels, it’s everything.

Brand managers announced they will change the familiar Trump name to Scion for all new projects, which are expected to target millennials.

What’s the brand’s motivation?

Millennials thrive on sharing their every move online. They’re also fond of documenting their travel. What’s the point of staying at a luxury hotel if you can’t Instagram your room’s million-dollar view? Younger consumers, however, might not be interested in tagging the Trump brand.

Democratic presidential nominee Hillary Clinton leads Donald Trump among millennial voters, according to a recent Harvard Poll. The travel site Hipmunk recently announced that Trump Hotel bookings had declined nearly 60 percent in the first half of 2016.

Despite that, execs say they won’t remove the Trump name from existing properties. From a marketing standpoint, Trump Hotels should consider dropping its name altogether. Here’s why:

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