Scion is the name of the new lodging brand from Trump Hotels, announced the company’s president and CEO Eric Danziger during the opening night of the annual Lodging Conference in Phoenix. The new concept will aim to connect guests through meaningful spaces and strong links to communities. The non-franchised brand will deliver locally relevant experiences for travelers as well as local residents.
“Scion will bring the same ‘never settle’ philosophy to a new and different type of guest in more locations around the globe,” says Danziger.
The name was selected for its etymological ties to family and descendance, while also signaling a distinction between the company’s luxury and lifestyle brands. Scion is expected to grow primarily through conversions and adaptive reuse along with some new construction.
