New brand from Trump is anything but Trump light

(New Trump Hotels brand Scion)

PHOENIX—Hotel conferences are famous for new brand announcements. And The Lodging Conference, here at The Arizona Biltmore, is no different.

While Donald Trump was busy debating Hillary Clinton, his CEO in charge of Trump Hotels was occupied unveiling a new brand from Trump Hotels called Scion—a nod to Trump's offspring who are helping lead Trump Hotels. While the details were scarce, Danziger made a point to say that the brand was not "Trump light." Meaning that its DNA is not being extracted by the legacy luxury brand.

Danziger, a brand builder through his long career at companies such as Wyndham and Hampshire, has yet another brand under his belt. But while its origins are of Trump, you won't see much if any association with it. There will be "some co-marketing," Danziger said, but that's about it.

“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,” Danziger said.

"We knew we needed to be in a new tier," Danizger said from the Camelback room of The Biltmore, a far cry from where his boss was tête-à-tête with Secretary Clinton. "This is not going to be a luxury product. We are not going to confuse the marketplace."

Details are still sketchy, but the probability is a full-service, lifestyle brand. And while no deals have been announced, the brand, which can be conversions or new-builds, is suitable for locations including secondary and even tertiary markets, Daniziger said, ticking off cities like Omaha, Neb., and San Jose, Calif. He said the brand is also adaptable on the international stage.

While some new brands are given a kick-start through key money, Danziger said this wasn't the preferred method (when is it) but said " we wouldn't rule it out."

The brand most certainly will have the imprint of Trump's children: Ivanka, Don Jr., and Eric. Danizger also added that presidential-hopeful Trump "was aware of the brand and the name. This is all theirs," Danziger said.

It's been an eventful time for Trump Hotels. The Trump International Hotel Washington, D.C. will open imminently, but not without some litigation. Trump International Hotel and Tower Vancouver is also slated to open this year.