The Trump Organization, now run by President Donald Trump’s sons, has been looking into transforming an existing hotel in Washington, D.C., and reopening it under one of its brands called Scion.
This arrangement in many ways is unlike the first Trump hotel in D.C. on Pennsylvania Ave., as that hotel is officially owned and run by the Trump Organization, which transformed the Old Post Office into the luxury building it is now. The Scion brand, however, is a strategy in which developers front the costs and own the hotel, but partner with Trump to receive brand licensing rights and active management, The Washington Post reports.
One of the properties the Trump Organization is eyeing is a hotel currently under development in Adams Morgan by Foxhall.
“Definitely there are groups that say they are going to do a Trump Scion hotel,” Brian Friedman, managing partner of Foxhall Partners, told The Washington Post. “These are just people running around saying ‘I have money and the brand is Scion.'”
Part of the purpose of the Scion brand is to attract guests looking for a more affordable hotel with a more modern design. This group of consumers spends around $250 billion per year on travel expenses. The rooms could cost between $200-$300 a night, which is about half of the cost of rooms at some Trump luxury hotels.
Trump Hotels CEO Eric Danziger said in a statement to Bloomberg that the company has “over 30 signed letters of intent for the Scion hotel brand,” and the letters concern properties spread across the country.
The plan is to open dozens, even up to 100, Scion hotels in the next three years, Danziger said.
“It’s full steam ahead. It’s in our DNA. It’s in the Trump boys’ DNA,” Danziger added.
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