As the 2016 presidential election season continues, indications that Republican nominee Donald Trump’s businesses might be suffering are beginning to surface.
Reports say Trump Hotels is among the first to suffer. This week, execs announced that its newest hotels will no longer feature Trump’s name—long a hallmark of the company’s properties.
The new hotel line—a luxury brand marketed to millennials—will be called Scion.
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Trump Hotels CEO Eric Danziger said in a statement:
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.
Low occupancy reports have dogged the business. Here’s insight from hotel booking site Hipmunk:
The share of bookings at Trump Hotels on Hipmunk as a percent of total hotel bookings are down, decreasing 58.46 percent compared to the same period last year.
Trump reps continue to deny any flagging in the hotel business, including Trump’s daughter and campaign surrogate, Ivanka Trump.
She said:
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.
Speaking to Travel + Leisure, another spokesperson specifically refuted reports of decreased bookings:
The data reported by both Hipmunk and Foursquare is manipulated to appear meaningful, when, in reality, the information is inconsequential and does not provide an accurate representation of our performance.
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