There are several reports that occupancy rates at Trump Hotels are slipping this election season, the company has announced that new brand hotels will no longer bear the Trump name.

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.

Official press release:

Trump Hotels names new lifestyle brand Scion.

Trump Hotels™ today revealed the official name and concept details for its much-anticipated new hotel brand, Scion®.

Scion, which means “descendant of a notable family,” is a multi-faceted lifestyle brand developed in response to the boom in social clubs and the “we” economy.

"Our business at Trump Hotels is stronger than ever and we are incredibly excited about the future of Scion, the newest brand in our hotel portfolio, “said Ivanka Trump, Executive Vice President of Development & Acquisitions, The Trump Organization. "Under the leadership of our CEO, Eric Danziger, along with our world-class leadership team, we are so pleased to leverage our collective knowledge and experience to launch a brand that is vastly different from anything the industry has experienced before. 

We will develop this brand with the same determination and exacting standards we have become
known for."

Scion is designed to connect and engage guests and others with compelling spaces and a strong sense of community. The brand will deliver locally relevant, meaningful and sought-after experiences to those looking for a sense of connection during their travels as well as when they return home. 

“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,” said Trump Hotels Chief Executive Officer Eric Danziger.

He continued, “Trump Hotels has long been recognized as home to the most iconic and luxurious properties, where guests are treated to meticulous service and unparalleled experiences. Scion will bring the same ‘never settle’ philosophy to a new and different type of guest in more locations around the globe.”

The brand is expected to develop in city and resort locations that have a true sense of place and personality.

“Fashioned with the developer and owner in mind, Scion is the solution for those looking for a brand that is relevant, lasting and offers a compelling return on investment,” said Kathleen Flores, Trump Hotels Executive Vice President of New Brands and Innovation.