New Trump Hotels To Dump Trump Name

Travel & Leisure reports:

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.

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.

  • bkmn

    Toyota is going to be suing to prevent them from using Scion. More damage to the Trump™ brand.

    • Herald

      That will be delicious.

    • Acronym Jim

      While identical or similar brand names are usually allowed for use with unrelated products, Toyota could easily claim that Trump’s use of Scion dilutes their own brand and is harmful to their famous mark.

      • bkmn

        Exactly. Trump is tainted and connecting his name with the name of their brand will hurt them.

      • Toyota was actually sued by Mead paper when they invented “Lexus” as a brand. So, yeah, they could probably do the same, even if Scion is being retired.

    • delk

      Toyota retired the name in August.

      • Acronym Jim

        Really? The most recent form of the mark was just registered in 2014.

        • delk

          Some models will become Yaris and others Corolla.

          • Acronym Jim

            “Scion” wasn’t just registered for use with cars, they also have registrations of the mark for use with entertainment services, clothing, and…airbags. I wonder if Toyota will continue to use the mark for those goods and services.

      • Chris Baker

        Well, the may have retired the name, but they still own the trademark, and probably will continue to sell items with the name and logo (replacement parts already in stock, maybe new parts for the next year or so—I don’t know how the replacement part supply chain works). The name “Scion” still has some value to Toyota, and owners of trademarks have a legal duty to ‘defend’ their trademarks.

      • bkmn

        I hadn’t heard that. If not for JMG I probably wouldn’t have found that out. I have given up on having my 2004 Prius serviced at the dealership since the last oil change was over $50 and took almost two hours. Toyota of Olympia doesn’t seem to care about that.

    • Robincho

      “What’s in a name?”, we’re asked by Shakespeare and the answer, as it turns out, is plenty… 😉

    • Actually, it’s kind of funny that they’d try Scion as a brand, given that the name is now associated with Toyota’s FAILURE to make it a youth brand.

    • Robincho

      “I’m Tallulah, the tube of Prell,” warbled an ad of very many years ago. But La Bankhead sued the shit out of them. Even just a first name was enough.

    • roadtripboy

      Although, Toyota is phasing out it’s Scion brand in North America. So they may not care. The few cars the brand has will soon be part of the Toyota brand.

    • J Ascher

      Toyota shut down the Scion brand this year so there’s no infringement. Besides, The car brand was pronounced “Sion,” not “Skee-on,” as in an advantaged heir to wealth.

      • JCF

        “Skee-on”? Huh? Is that how Drumpf wants to pronounce it?

        • Maybe Trump does, but I couldn’t find a single dictionary that has “skee-on” as an alternative pronunciation…

    • Cattleya1

      So he is stealing the name of some fairly ugly cars for his hotels? How does he expect this to help with bringing in millennials?

  • LackofFaithify

    “Lifestyle brand.” Scion: live your life with fear and hate, even when you’re not at home!

  • Do Something Nice

    This article is rigged.

    • LackofFaithify


      • Bluto

        Says who!

      • LackofFaithify

        I can’t stop saying or thinking “wrong,” about everything. It’s like someone gave me the mental clap. AHHHHH!

        • William Hubacheck

          So Sad!

      • “Wrong” would have been an appropriate name for the hotels.

    • Frostbite


  • Blake Jordan

    So we know the new name, why would we not boycott those too!?

    • b

      How about “King Baby Resorts.”

    • JW Swift

      They’re counting on the stupidity of the American people, and I would find it hard to bet against that stupidity, myself.

      • Woody

        It’s gotten him this far!

  • delk

    Was “Shithole” taken?

    • LackofFaithify

      Treasure Island Media had a water-tight copyright on that name.

      • fastlanestranger

        Hilarious, although I doubt there’s much of anything “tight” in relation to T.I.M.

      • sword

        Trump will still use the brand name and keep suing for the next decade.

    • b

      “Scion,” equals “Wealthy playboy brat” in context. How stupid can they be?They want to change the brand by not changing the brand. The brand is now Eric holding a dead tiger.

    • kelven

      …a turd by any other name….

    • Gerry Fisher

      “Pretentious Shithole”

  • marshlc

    Of all the things that have happened this election, I love this the best. Trump’s brand is damaged, and since all he has is his brand …..

    And it’s bound to sting, a lot, on a personal level. Love it.

  • crewman

    Paraphrasing a comment I read a couple months ago, when you stay there, you don’t have to pay if the room didn’t live up to your expectations.

    • Bomer

      That was from Betty White taking the piss out of the orange menace on Twitter.

  • Dreaming Vertebrate

    Both Trump scions are disgusting butchers!!
    Protect the world’s endangered species. Vote Hillary 2016!!

    • ggg

      There are more than two trump scions, Ivana, Tiffany, and Barron are also by definition Trump Scions. I only mention this to point out that female family members are not left out of the definition . . . it’s not like being a “prince”.

      • TampaDink

        But his female spawn have the special distinction of being daddy’s lust objects.

  • Michael R

    ” Taj Mahal II “

    • LackofFaithify

      This time, bed sheets and pillows re a la carte!

      • Oh’behr

        Don’t forget that tiny bar of soap will be an extra $5.50

        • bzrd

          but bedbugs are free

  • T-Batwoman

    Brilliant business man you say…….

  • TrollopeReader

    Sue! I’ll Sue !! Eric — sue Donnie Jr.! Ivanka, give me a hug and a kiss, then sue Eric !! Barron! you’re a kid, you can’t sue !

    • TampaDink

      “And as for Tiffany….I will continue to pretend she doesn’t exist, unless she begins to accept my advances…even if she isn’t nearly as attractive as Ivanka. Since she’s my daughter, I’ll pity fuck the 7.5 that I think that she is.”

  • DaddyRay

    Maybe Trump could spin off a line of Toilet Tanks

  • TexasBoy

    A turd by any other name is still a turd.

  • Ninja0980

    A name change won’t undo the fact it’s still his hotel and people will boycott it no matter what it’s called.

    • crewman

      Made with Chinese steel by illegal immigrants.

      • Robincho

        Illegal immigrant rapists…

        • TampaDink

          “…and murderers….and some, I assume, are good people.”

  • Jon Doh

    Shithead Suites

  • safari
    • TrollopeReader

      heh! My “Good Will” is worth negative $ 1 billion, and I can take a tax deduction off that !

      • McSwagg

        … talk about depreciation …

    • Treant

      I seriously wonder if he isn’t, on some level, tearing it down intentionally in a yuuuuge temper tantrum. He was simply never as successful as he let on, and never as successful as he feels he should be. So now we’re ALL going to be sorry…

      • BearEyes
        • CanuckDon

          Thanks for the link. Fascinating and Branson gives us a clue as to what’s driving Trump…““He told me he was going to spend the rest of his life destroying these five people.”

        • Ore Carmi

          Unbelievable! Thanks for sharing.

        • TampaDink

          When I read that yesterday, I presumed that Hillary & Bill were among those 5 people….but maybe not. Maybe the revenge he lives for is against his own spawn.

  • All hotel chains have sub-brands micro-targeted to specific demographics. I don’t doubt that Trump is now a damaged brand, but the wording of the article indicates this is a new line of non-luxury hotels, so it makes sense they would have a different name.

    • kareemachan

      Um…. and I quote: ‘our luxury and lifestyle brands’ I don’t think they’re going non-luxury.

  • Herald

    For some encouraging news:
    Atlanta’s GOP Women Are Poised To Help Hillary Clinton Run Up The Score

  • popebuck1

    Come for the shoddy workmanship… stay for the sexual assault!

  • stuckinthewoods

    Inspired choice. In horticulture a scion is used in a graft.

    • Treant

      And a graft is only one letter away from a grift…

      • stuckinthewoods

        True, but doesn’t even need to wander that letter. “Graft, as understood in
        American English, is a form of political corruption, being the
        unscrupulous use of a politician’s authority for personal gain.” Describes how he used his campaign.

        • Treant

          That and a scion sucks the life’s blood of the rootstock. 🙂

  • sfmike64

    What an incredibly stupid choice of names. Are they seriously that out of touch that they don’t know it’s already taken?

    Toyota has stopped selling cars under that name, but they still own the trademark.

    • safari

      Think of the free press of a lawsuit

    • Acronym Jim

      If Toyota has completely stopped using the mark, there is a possibility that the Trumps could cancel the US registrations.

    • stuckinthewoods

      He should’ve asked if the Russians would sell him the Trabant name from Soviet cars.

      • bzrd

        It’s East German, the Lada’s their baby

        • stuckinthewoods

          thanks, I didn’t remember seeing Trabant “spark plug with a roof” cars on the street as a kid. We did see Deux Chevaux with their sardine can roofs rolled open and Messerschmitt three-wheelers. Ah, the olden days.

  • safari

    Are the sheets dual-purpose as both bedding and klan robes?

  • Treant

    “Scion” is an ugly word for an English speaker, so good luck with that. While Toyota might rumble, I think we can easily determine that a car is not a hotel, so no problems there.

    Two, thanks for the heads-up. Now I can boycott them too.

    • Robincho

      Yugo Tower. Yeah, that’ll work…

      • William

        Edsel Arms.

    • Acronym Jim
      • Treant

        Yeah, but the Scion as a car is practically dead and never was that popular. I’m not sure a reasonable court would buy it..much less one that Trump has bribed.

        • Oikos

          Toyota has dropped the Scion badge. This was the last year for it.

        • Paul Michael

          Trump doesn’t have any money to bribe anyone anymore.

  • dcurlee

    Thanks for letting me know the new name. Would never give my money to that ass

  • ByronK

    Pussy Palace would be more reflective of the Trump brand.

    • Ross

      Good one!

    • Josh447

      LOL! Pussy perfect!

    • b

      Scion Hotels. Come let your luggage be grabbed by a wealthy Scion.

      • Woody

        The only way I’d stay in one is if either Eric or Don Jr were bellhops. Which might happen.

  • Oikos

    Doesn’t seem like a nod to me. Seems like they are fleeing the name.

    • CanuckDon

      Spin spin sugar.

  • Phil

    This is a column from the Chicago Sun-Times on the same topic.

  • CB

    Drumpf won’t be able to stay away so “Scion” will equal Trump. So just another hotel to avoid. These people are so idiotic.

  • Hank

    BANKRUPTCY!!!! Yea!!!

  • Bruno

    Nothing screams “great businessman” like that man putting his name all over his crap and getting boycotted as a result.

  • Methusaleh

    So much for the “Trump” tradename. Of course, if Trump wants to be completely honest, he should call the new brand “KKK Scion.” Fred, after all, was a proud member. And Donny has been following suit ever since.

    • Oh’behr

      … or Nazi Scion. Sort of sounds like aristocracy.

  • DH Esq

    I hope Toyota brings a trademark suit against Trump.

  • BearEyes

    “lifestyle brands”

  • Mark Neé Fuzz

    Everybody remember that name and never, ever book a room at hotels named Scion either.

  • TexasBoy

    i seriously doubt Trump’s ego will allow not having his name emblazoned for all the world to see.

    • sherman

      He licenses his name, he doesn’t own most of the newer hotels cursed with that name.

      • kareemachan

        Do you *really* think that would stop him?

  • Skeptical_Inquirer

    I think someone else somewhere asked “Considering Trump tanked the brand, can’t people who contracted to use that name sue him for fucking it up? Or at least use breach of contract to get out of using the name and having to pay for it?”

  • Taylor

    Someone should go out and purchase as many domain names as possible that contain the word, “Scion”.

    • Igby

      I think Toyota already did.

  • 2patricius2

    Why did they bypass the name “Putin Palace”?

    • McSwagg

      “Putin on the Ritz”

      • BobSF_94117

        Not to be confused with poutine on a ritz, which is probably quite tasty.

  • Ore Carmi

    They’re calling it “Scion?” Why be so subtle? Why not “Rich heir” or “Douchebag” or “Privileged Brat?”

    • bzrd

      The Golden Bedbug

    • McSwagg

      Midas Manor

      • Ore Carmi

        Ooh, that’s a good one!

  • Dramphooey

    This must be a bitter pill for him. Good.

  • kareemachan

    “Lifestyle brands”? That makes me want to go there even less, given the Trump twins psychopathic tendencies….

  • Ceann Eltigh

    “We wanted a name that would be a nod to the Trump family…” TwatWaffle Towers.

    • bzrd

      and have a ball in the Daddy Lap-dance Lounge

  • Texndoc

    I still say by 2018 NBC will be promoting the hell out of his return to The Apprentice like it’s the Super Bowl.

    • TampaDink

      Unless NBC/Universal realize that the brand is toxic. There will certainly be a slot for a reboot on the trump noise network.

      • The Touching Little Children will snatch it right up!

        • TampaDink

          They may rename the show, “trump’s up your snatch, up right”.

  • JellyDonut

    But they will keep the ‘Pussy Grabbin Lounge’

  • bob

    Wasn’t that a name for a cheap Toyota? lol

  • SilasMarner

    Although Trump Hotels has said the new name has nothing to do with the eponymous businessman’s presidential campaign. (cough) (bullshit)


    You do not change product branding if the brand is successful.

  • karen in kalifornia

    You mean like the car? LOL.

  • ShawnSwagger

    What a stroke of genius from the headline. Change the name to ‘Dump Trump hotels’, and bookings will soar.

  • And the dumpster fire spreads to his business.


  • Sporkfighter
  • NMNative

    You can call a turd a rose, doesn’t mean it will smell any different.

  • Nasty Girl Brianna

    Yeah, I’m sure millennials are literally falling over themselves to stay in Trump’s overpriced bedbug-ridden gold plated flophouses.

  • David Gervais

    An odd thing I just noticed….
    Those three globes on a pole out front? Isn’t that the symbol for a pawnshop?

  • seant426

    Asshölë would be a better name.

  • I’ll just copy this over from a thread from last night…

    I’m going to do something Maddow-esque, but hopefully not as irritating–

    In the 1990s, Trump’s businesses were in shambles. In 1995, he’s recorded as taking a nearly $1b tax write-off against losses. He’d gone bankrupt, few will lend him money, and all of the chickenshit companies he tries to start up for the next ten years are failures and/or frauds — Trump Shuttle, Vodka, Magazine, Steaks, Water, University, etc., you name it. He even tries his hand at both football and wrestling and fails at those, too.

    Throughout all this, and aided by The Apprentice, a reality show about a version of Trump who, by all accounts, was nothing like how he is in real life, he has gradually created genuine value for the brand name itself, ‘Trump.’

    Unable to get funding for projects or partners willing to trust him (understandably, given his propensity to leave other people with his massive debts), Trump begins licensing his own name to projects in which has little or sometimes even no financial interest at all. True, some of his hotels and resorts have his name, too, but for most of them, he has at best minority ownership interest.

    From the late 1980s onward, he’s often floated the notion of running for President. Why not? His ego knows no human limits. He even toys with it a few times, but it’s not until 2016 that the Republican Party has so devolved, it becomes a perfect fit for everything Trump has always believed in — and which in the past would’ve been disqualifying features about him.

    So he runs for President. And over the 18 months involved with this, we gradually learn the man is a monster. Multiple alleged sexual assaults and voyeuristic peeping on teen girls, confirmed by Trump himself. Racism, xenophobia, misogyny, and outright bigotry — plus it’s obvious he knows nothing about anything. The man has bluffed his way through his entire life through bullying and lies. His self-proclaimed greatest accomplishment is shown to be mostly a shell-game involving debt and bankruptcy.

    But as I said: A significant portion of the money to support Trump’s gaudy opulent lifestyle comes now not from successful business ventures, but because he’s put his name on stuff he didn’t actually build. For quite a few years, no doubt it was a lot of money.

    But now, due to all the horrifically bad publicity, his name is turning to mud.

    His most recently opened hotel in DC, the Trump International, has had to cut its rack rates in half and is reported to be at half occupancy, even during times when it ought to be completely full. Other Trump-branded hotels, resorts, and golf courses are reporting similar drops in revenues.

    Yes, it’s true Trump has dumped tens of millions of dollars into his campaign (and then siphoned a lot of it right back out by paying his own companies for Trump Organization-provided goods and services), but his campaign funding is nothing like what an actual decibillionaire could bring to bear — if he was ever actually worth that much.

    Now there’s this:

    With reports that Trump hotels are seeing occupancy rates plummet faster than the GOP presidential nominee is falling in the polls, the CEO for Trump Hotels announced future travelers won’t be seeing the old name on any new developments.

    According to Travel + Leisure, new Trump luxury hotels will now bear the “Scion” name.

    First of all, they might have some trademark issues with another company I know that has used ‘Scion’ for a crappy car brand.

    But secondly, consider the implications of this move. There are all these properties around the world with licensing agreements with Trump to use his name in order to boost their revenues. However, now with Trump having ruined the value of his name, some of them might be reconsidering their contracts with him, and whether by damaging his name, he might in fact be in breach of contract with them. Especially if the only way they stay alive is by taking his name off their marquis.

    If this happens, in the next year or three, we could indeed see the entire Trump business “empire” crumble and fall into dust.

  • Michael Hampton

    Oh. So I’ll be sure to steer clear of that hotel too since the money would still be going to that screaming racist tangerine.

  • Lionel Leston

    How about Bedbug Bordello for the new name?

  • Jean-Marc in Canada
    • TampaDink


  • Hue-Man

    Even though the hotel rooms appear to be fully furnished, the developer has delayed opening until 2017. PR disaster is a polite way of describing it.

    • Geoffrey Snyder

      We have lots of bags. The best Bags covering the greatest signs.

    • vstill

      The choice of bag color makes the letters appear almost artistic in a Cristo kind of way. Initially, I thought it read as misspelled, “CRUMY.”

  • glass

    Further proof that putting “trump” on anything makes it fail. What a horrible brand anyhow. Smart companies keep or buy brands that already have an excellent reputation. Idiots who want to mark their territory and inflate their ego, are the ones who burn their family name into every product.
    “trump” sounds like a board game, not a luxury brand. And gilding everything with “gold” does not make it “luxury”, it makes it look tacky and trashy.

    • A board game. Yes, that’s about right. Names matter, and this one sounds clunky.

      I can’t resist a flashback to 1956:

      During an interview with the Colombo Times the newly-appointed US Ambassador to Ceylon — a gentleman called Gluck — was asked if he had yet presented his credentials the Prime Minister, Solomon Dias Bandaranaike. He replied that he would, as soon as he’d figured out how to pronounce the PM’s name.

      Asked in Parliament about the delay, the PM responded, “I plan to meet with Mr Cluck shortly.” The name stuck.

  • StraightGrandmother

    Good! Great! i hope he loses it ALL.
    I hope his kids have to go out and find a job working for somebody else.
    I hope all his properties get foreclosed on and the ones that are not foreclosed on I hope to HELL he has put them up for collateral on other failing loans.
    I want to see him poor and begging in the street and Melania shoots soft cor porn to support them.

  • olandp

    Don the Con values the “Trump” brand at $3billion. Guess you can just slice that off the top of his net worth.

  • David in Tucson

    Here’s something from a year ago that appeared in the magazine for University of Arizona alumni. It’s an indictment of the sexism that seems to be at the heart of the Trump organization.

    Seems like a great reason to never set foot in one of his hotels.

  • bambinoitaliano

    Good! All products that uses the name and are related to that fermented pumpkin should be shun.

  • sword

    You mean the ‘sons of Saddam Hussein’ brothers will be running the hotels?

  • houstonray
  • JCF
  • Tony Prost

    We will see what the automobile company has to say about that.

  • BOOM! I predicted Drumpf would shoot his name and businesses in the back – if he tries for Drumpf TV, it will have to be subscription only ‘cuz no one would advertise on. (for no particular reason but ‘kitteh’