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Trump Hotels launches lower-priced brand

Profile Photo By: Steve Shellum
June 6, 2017

Trump Hotels launches lower-priced brand

New York City – 6 June 2017 – 
Trump Hotels, the luxury-lodging company started by the US president, is planning a line of lower-priced properties under the name American Idea, chief executive Eric Danziger announced.

The new hotels will be mid-tier properties, Danziger said at a news conference at the Trump Tower in New York. While Trump Hotels’ existing properties are in such major metropolises as New York, Washington and Chicago, the first three American Idea hotels will be in Mississippi, Donald Trump Jr. said in an interview at the event.

“While we will continue in pursuit of this mission for our luxury Trump Hotels brand, we look forward to leveraging our expertise and experience across the various segments of the hotel business” and serving “many more guests, owners and markets across the nation,” Danziger said.

The first three American Idea hotels will be in Cleveland, Clarksdale and Greenville, Mississippi, and will be existing properties retrofitted for the new brand. The hotels are owned by Chawla Hotels, which will license the American Idea name from Trump Hotels. The three properties, once given a new name and American decor, could be open within seven to eight months, said Dinesh Chawla, CEO of the Cleveland, Mississippi-based company.

Scion hotel lobby Rendering (Photo: Trump Hotels)
Scion hotel lobby (Photo: Trump Hotels)

Danziger said Monday that the first property in Trump Hotels’ new Scion chain is being built in Cleveland, Mississippi. The hotel – also a Chawla property – will be named Scion at West End and will have about 100 rooms, suites and extended-stay accommodations; a spa and fitness center; an event hall; and two full-service restaurants, Trump Hotels said in the statement.

The company has 39 signed letters of intent for Scion properties, Danziger said. The new line of hotels, which will target younger clients, was unveiled last September.


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