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Posted by on Oct 22, 2016 in 2016 Elections, 2016 Presidential Election, Business, Politics | 10 comments

Trump branding hurt: new hotel’s won’t feature his name


Once upon a time “used cars” had such negative image that they became “pre-owned cars.” “Gambling” was replaced by “gaming.” When it comes to Republican Presidential candidate Donald Trump, damage to his brand was inevitable. As would be an attempt to gloss over the damage. And now we have the first signs — amid many reports that Trump company earnings are down — that the company has to regroup: new hotels won’t have his name.

Amidst reports that occupancy rates at Trump Hotels have slipped this election season, the company has announced that new brand hotels will no longer bear the Trump name.

The newest line of luxury hotels, geared towards millennials, will be called Scion, the company said.

“We wanted a name that would be a nod to the Trump family and to the tremendous success it has had with its businesses, including Trump Hotels, while allowing for a clear distinction between our luxury and lifestyle brands,” Trump Hotels CEO Eric Danziger said in a statement.

Although Trump Hotels has said the new name has nothing to do with the eponymous businessman’s presidential campaign, empty rooms at the hotels have caused officials “to reduce rates during the peak season,” according to New York Magazine.

Of course the company would deny it. We’ve seen the same pattern with Trump during the campaign when negative news comes out. BUT:

Nightly rates at the newly-opened Trump International Hotel in D.C. plummeted below $500 while practically every other five-star property was sold out for the International Monetary Fund conference two weeks ago. And after his remarks about Mexican immigrants, two celebrity chefs backed out of their contracts to open a restaurant in the hotel.

Even so, this won’t surprise you:

According to Hipmunk, bookings at Trump Hotels plummeted 59 percent during the first half of 2016 and data from Foursquare shows a 17 percent drop in foot traffic at Trump properties since June 2015, when the reality TV star announced his presidential bid.

To be sure, the company disputes this and offers a counter argument but, really, does anyone doubt that earnings would have dropped this much if Trump had not jettisoned his brand?

Gone was the colorful, bombastic, billionaire and (starting with him becoming the country’s leading birther) in his place appeared someone with the assertive dominant Trump personality who seemed to seek to be a combination of Huey Long, George Wallace, Joe McCarthy and who various analysts could point to as seeming to be using a playbook successfully used by Adolf you-know-who.

Even among billionaires, it’s clear that Trump has hurt himself. So if he wants to offer chains offering rooms at big buck prices, it won’t appeal to his base.

He’d have to open Motel Ts or something.

And, given some of his comments on race and the identity of some of his followers, may have to switch from Trump ties to Trump White Bedsheets.

Or a hotel with a big wall built around it.

But the company had to take a hit — which must be of concern to his children because they will have to deal with a damaged brand. And watch how many people will decide not stay over at Scion hotels, unless they offers some impossible-to-refuse rates at Orbitz. So apparently one of the things that has been “yuge” in this election season is the blow to what the name “Trump” now stands for.

Perhaps a post-election appearance on Dancing with the Stars might help.

But his current political branding and the ongoing scandals about women suggest he might give a new meaning to the “goose step.”

photo credit: Håkan Dahlström Golden Trump via photopin (license)

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Copyright 2016 The Moderate Voice
  • dduck

    Good news

  • Shaun Mullen

    Great piece.

  • The Ohioan

    Motel Ts. I like it. T for Trump, or Tacky, or….Gosh, there must be a million ideas that fit.

    I’m doubtful about the Scion, though. Donald Jr. is sinking fast in the “all guys talk like that in real life” rescue effort. Such a nice family. And smart!

  • KP

    Can you imagine a new hotel going up right now named the “International Clinton”?(!)

    Guessing it would be located in Thailand or Qatar or Saudi Arabia and promoted on backpage.

    There are many people on this web site who I respect who seem to refuse to speak up about the abuses at the hands of the Clintons.

    It is never too late to come correct.

    Even if you feel you must wait until post election, let us know now. We will understand.

    • The Ohioan

      Can’t type; we’ve all got our fingers crossed that our votes for Hillary will be enough to save the world from DT. Since it’s up to us, with no help from others to make it a landslide that would impress even his fans, we will just have to stay focused on the article’s information.

      • KP

        You were my go to source against Hillary eighteen months ago when I decided to go Bernie. I heard you, then; I hear now. I hope you find your voice again and muster a post against the Clinton’s after we save the world from DT.

      • Robert P. Coutinho

        Okay, here are some:
        1) She has really, really close ties to Wall Street (although she claims that those ties will not bind her and that if they believe that they will gain favors against regulation, they are mistaken)

        2) She was careless with the security of her emails. Since Manning gave the State Department emails over to Julian Assange, it turns out that Clinton’s emails may have been the only ones NOT compromised.

        3) Debbie Wasserman-Shultz was basically campaigning for HRC while being the head of the DNC–thus trying to ensure that Sanders would not get the nomination.

        4) Libya (not Benghazi, but the bombing campaign) was (iirc) her idea Obama accepted her advice, but it was her idea.

        5) Lots of smoke with the Clinton Foundation–no fires discovered. In addition, the Foundation is a good charity (actually gives money and resources where it says it will).

        There are other things. I don’t concentrate on them because of the vast quantity of problems from the other side.

  • SteveK

    The newest line of luxury hotels, geared towards millennials, will be called Scion, the company said.

    I think that’s a typo… Isn’t is spelled ‘Scorn’?

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  • Slamfu

    There is going to soon be another hit for the Trump brand coming. Dan Savage of Savage Love advice column last decade did a masterful job of attaching a rather foul definition to the word “Santorum”. As a gay man with a loyal following, a sharp mind, an even better way with the written word, he was not pleased with Rick Santorum’s comparison of gay orientation to bestiality and pedophilia, among other bigotries spewed by Santorum.

    Well now he’s doing something somewhat similar for Trump. Having realized that Trump’s name is already pretty well known and defined, and also that the Oxford Dictionary lists that one of the definitions of Trump is to loudly break wind, Mr. Savage is going a different route, once again inspired by a fan who wrote in.

    As black families often have a talk with their children about how the world, and specifically law enforcement perceives them, a talk about some harsh realities to prepare them for adulthood, so do many mothers have to have a talk with their daughters about men who feel they are entitled to grope, rape, and otherwise sexually objectify women in shocking ways. This will henceforward be referred to as the “Trump Talk”. I wish Mr. Savage luck with this.

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