Trump Hotels may be ditching the Trump name for a new luxe hotel brand concept that will target the technologically-minded crowd. Though an official name is yet to be announced, the brand’s personality is said to be “genuine, engaged and agile,” with an emphasis on creating energized social spaces.
"This is a great time for Trump Hotels as we target a new and different type of guest with the same Trump standard of quality and excellence," said Eric Danziger, Chief Executive Officer of Trump Hotels.
Danziger also mentioned in-house excitement for the imminent launch of Trump International Hotel Washington, D.C., Trump International Hotel & Tower Vancouver and Trump Rio de Janeiro Hotel.
Some news sites have already offered opinions that the branding move might be a way to avoid all of the political drama and controversy surrounding the Trump name during this heated election season.
