The Trump Family Has a New Hotel Brand Called American Idea
Skift Take
We have an American idea for President Trump: It might be a better idea to put the country's needs first ahead of attempts to make money from your elected position.
Trump Hotels is adding a new brand to its portfolio — American Idea — and unlike the company’s eponymous luxury Trump Hotels brand or its other more boutique, four-star brand, Scion, this brand will be marketed as a three-star, midscale brand that's budget friendly, and echoes President Trump's "America First" tagline referenced during the campaign trail.
The company made the announcement at a reception in the lower level of Trump Tower on June 5, coinciding with the 39th annual NYU Hospitality Investment Conference in New York City. Donald Jr. and Eric Trump were in attendance at the reception, as were Trump Hotels CEO Eric Danziger and the developer working with Trump Hotels to bring the American Idea and Scion brands to life, Dinesh Chawla, the CEO of Chawla Pointe.
A press release announcing the new American Idea brand described it as “a concept rooted in local history and neighborly service” and that the “hotels will be an alternative, for both guests and hotel developers, looking for an answer to the run-of-the-mill offerings currently in the midsca
