New Trump Hotel Chain Won’t Use His Name
While Trump Hotels has released very little information regarding the new chain, in an announcement Monday, CEO Eric Danziger and executive vice president of development and acquisitions Ivanka Trump did say that the new four-star chain will target millennial travelers and even though the chain does not have a name yet, the name would not include “Trump.”
However, many question the decision to launch a new chain aimed at a demographic that is not enthusiastic about Donald Trump.
“The new brand will cater to the technologically savvy younger generation, a group among which Mr. Trump hasn’t polled well as a Republican presidential candidate,” reports The Wall Street Journal. “It also won’t be quite as high-end as Trump Hotels’ luxury properties.”
Trump’s name is on 426 of the 564 properties listed in his financial disclosure form, according to Newsmax. However, despite lending his name to everything from steaks to leather belts, the new hotels will not bear Trump’s name.
“We want to reserve the name Trump only for luxury and never want to confuse customers or owners of the difference in a four- and five-star property,” said Danziger to The Wall Street Journal.
However, there may be another reason why the chain may not want to display the Trump name. According to the travel site Hipmunk, bookings for Trump-owned hotels on their site have dropped by 59 percent compared to the same period last year. Overall bookings on the site of other (non-Trump) hotels during the same period have risen.
Additionally, a recent survey reported in Forbes Business found that 45 percent of U.S. residents earning at least $200,000 annually say they would specifically not visit Trump-branded hotels or golf properties over the next four years. Almost four out of five (77percent) said that they would avoid trump properties purposely to protest Trump’s campaign. Even worse news for Trump, over one third of respondents said they had influence over their company’s entertainment and travel budget and decision-making.
“The results indicate that Trump’s sweeping popularity among a certain swath of voters does not translate to the affluent Americans whom he seeks to attract to his luxury properties,” reports Forbes. “Only 7% of the 500 people surveyed said they would make a specific point of patronizing a Trump Hotel or golf property […] in the next four years.”
Given the current unpopularity of the Trump name among hotel guests, millennials and affluent travelers, it is not surprising that the Trump brand is becoming increasingly toxic in a luxury travel industry where brand is everything.