Trump, Name Now Awash in Controversy, Readies Scion as New Brand
- Evidence suggests hotel guests are checking in elsewhere
- Scion hotels will face competition from Moxy, Canopy, Aloft
Is Trump's Brand Forever Changed by Politics?
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Throughout his presidential campaign, Donald Trump has promoted his namesake business, holding events at Trump-branded hotels and golf courses from Scotland to Florida. As the race approaches its conclusion amid a torrent of controversy, his company is launching a new brand that won’t carry his name.
Scion, a line of hotels that will target younger clients, was unveiled last month in a press release that quoted three different Trump Organization executives, but not the candidate.