Trump Hotels Plans New Brand Concept

The target audience is travelers seeking interaction in energized social spaces.
Eric Danziger, Trump Hotels CEO

Eric Danziger, Trump Hotels CEO

New York—Not even a campaign to be the leader of the free world is keeping renowned real estate developer Donald Trump from his business activities. The presidential candidate’s Trump Hotels just announced that it will launch a new brand concept with the “technology-centric ‘we’ economy” as inspiration.

The yet-to-be-named brand isn’t just for those tech device-laden 20- and 30-somethings. The audience for the new concept, the company describes, is the segment of travelers desiring to interact with others in energized social spaces. “Instead of targeting a millennial demographic, it will be attractive to people of all ages who are looking to connect with each other, their destinations and themselves,” Eric Danziger, CEO of Trump Hotels, told Commercial Property Executive. “This brand is for those looking for interesting and unique experiences.”

Trump Hotels’ concept dovetails with an evolving trend in the hospitality market. As noted in a 2015 report by global advisory services firm EY, new hotel brands are retreating from the home-away-from-home model and moving toward hotels emphasizing public spaces designed to stimulate social interaction, enhanced technology throughout properties and the integration of local cultural elements into the guest experience.

The new Trump Hotels flag will fly in markets around the world. “This new brand has tremendous potential for owners and guests in countless domestic and international markets,” said Danziger. The hotels won’t actually rise from the ground; these will be properties designated for conversion. “As such, our Trump Hotels properties will remain the luxurious destinations that they are,” he added.

A new brand doesn’t mean the original upscale Trump Hotels brand will take a back seat. The $200 million, 263-room Trump International Hotel, Washington, D.C.,  will make its debut in September, well before the previously anticipated completion date. Trump International Hotel & Tower Vancouver and Trump Rio De Janeiro Hotel are also on the list of high-profile, luxury hotels that the company will bring to the market this year. And there’s more to come. “We are continuing to grow the Trump Hotels brand in a very meaningful way,” Danziger concluded.