Donald Trump’s company is planning to open a number of new hotels under the name Scion, a notable exception to the traditional Trump branding.
Donald Trump’s company is planning to open a number of new hotels that appear to be geared towards younger, hipper consumers, reports the Chicago Tribune.
Those properties will be reportedly called Scion, a notable exception to the traditional Trump branding.
Though the Trump Organization says the name still references the businessman, as scion means “descendant of a notable family," there are suspicions that the marked departure in naming norms is indicative of troubled times for the Trump brand.
Throughout the GOP presidential candidate’s campaign, he has enraged and alienated a number of people due to his alleged comments concerning religious affiliations, ethnicities, and even gender.
According to a report by Foursquare, in recent times, traffic at many of his hotels has been relatively low and bookings of once-popular event spaces sparse.
Billionaire Mark Cuban is among those taking note of Trump’s seemingly flailing brand.
On the topic of the new property concept, Cuban recently tweeted, “Wow !!! Trump won't put his name on new hotels. Even he knows his brand is over. Say goodnight Donnie.”