Trump's New Lifestyle Hotel Brand Shares a Name With a Budget Car for Millennials

Trump’s New Lifestyle Hotel Brand Shares a Name With a Budget Car for Millennials

Deanna Ting

September 27th, 2016 at 12:00 PM EDT

Photo Credit: Unlike the Trump Hotels brand, the new line of lifestyle-hotels from the Trump Organization will not bear the Trump name. Instead, it will be called Scion. Pictured here is the Trump Toronto. Trump Hotels

Skift Take

While we think it's prudent to avoid the Trump name for this brand, is it really so smart to use the same name as a line of budget-friendly cars?

Earlier this year, Trump Hotels announced it would launch a new brand in "response to the massive growth of the technology-centric 'we-economy,'" and last night, the company finally gave it a proper name. Not to be confused with the Millennial-focused Scion brand of cars from Toyota that will no longer exist as of 2017, Trump Hotels' new lifestyle brand is just that: Scion. The announcement was made at an evening reception held at the Arizona Biltmore hotel during the annual Lodging Conference. Details about the new hotel brand, Scion, still remain unclear but, if the bran

Trump’s New Lifestyle Hotel Brand Shares a Name With a Budget Car for Millennials

Skift Take

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