Industry Update
External Article18 February 2019

Trump’s sons are running the business — and their big hotel expansion is at a standstill

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washingtonpost.com external

Shortly after Donald Trump entered the White House, his eldest sons announced ambitious plans to open a line of hotels called Scion that would target young, hip customers mostly in places where their father had proved popular with voters.

The first Scion would open in the Mississippi Delta in early 2018. A second line of hotels, called American Idea, would soon follow, with three in Mississippi and more than a dozen elsewhere. In all, the Trump Organization said it had preliminary agreements to open 39 properties.

This was the brothers' primary and boldest idea for expanding the family business — a push into markets that it had long overlooked, they said.

A year and a half later, progress has been slow. The first Scion, in Cleveland, Miss., remains nearly a year from completion. The first two American Idea hotels, in the same area, will not open until later this year.

Read the full article at washingtonpost.com

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American IDEA (by Trump Hotels)

Early June 2017, Trump Hotels announced the continued expansion of its hotel portfolio with the launch of its new midscale brand, American IDEA, a concept rooted in local history and neighborly service.
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SCION

Trump Hotels' SCION brand is a four-star, lifestyle brand that is forward-thinking and designed to connect and engage guests and others with compelling spaces and a strong sense of community. The brand will deliver locally relevant, meaningful and sought-after experiences to those looking for a sense of connection during their travels as well as when they return home.
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