Amidst reports that occupancy rates are tanking for Trump-branded hotels, the CEO for Trump Hotels has announced that they’ll be ditching the name altogether.
According to a report from Travel+Leisure, Trump’s hotels will now be bearing the name Scion.
“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,” CEO Eric Danziger said in a press release.
According to NBC, the new Trump International Hotel’s “soft opening” was followed by a lower-than-expected turnout.
As Trump’s new hotel dropped rates to entice visitors, “practically every other five-star property was sold out for the International Monetary Fund conference two weeks ago,” according to Travel+Leisure.
Donald Trump’s daughter, Ivanka Trump, denies the bleak outlook and can’t seem to wait to get the Scion brand rolling.
“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,” she said.