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Trump Hotels, which in June said it would launch a lifestyle brand this fall, has named the brand Scion.
The luxury hotel operator said that the new brand’s hotels would have “a true sense of place and personality.”
The company noted that Scion means “descendant of a notable family.” Donald Trump’s children Donald Jr., Eric and Ivanka are all executives with the company.
Scion will be designed to capitalize on the “boom in social clubs” as well as what Trump Hotels called the “we” economy. The company didn’t disclose specifics on where or when the first Scion hotel would open.
Japanese automaker Toyota launched a sub-brand called Scion in 2003, but that brand was discontinued earlier this year.
Sourse: travelweekly.com
