
I have long wondered whether Donald Trump was really running for president. His undisciplined, unconventional style seemed more designed to garner him publicity than votes. Regardless, it seems pretty clear that he will not only not win the presidency, but lose in rather spectacular fashion. And, while his name ID is almost certainly higher than ever, his brand is permanently damaged.
A new report in Travel & Leisure:
Amidst reports that occupancy rates at Trump Hotels have slipped this election season, the company has announced that new brand hotels will no longer bear the Trump name.
The newest line of luxury hotels, geared towards millennials, will be called Scion, the company said.
“We wanted a name that would be a nod to the Trump family and to the tremendous success it has had with its businesses, including Trump Hotels, while allowing for a clear distinction between our luxury and lifestyle brands,” Trump Hotels CEO Eric Danziger said in a statement.
Although Trump Hotels has said the new name has nothing to do with the eponymous businessman’s presidential campaign, empty rooms at the hotels have caused officials “to reduce rates during the peak season,” according to New York Magazine.
Nightly rates at the newly-opened Trump International Hotel in D.C. plummeted below $500 while practically every other five-star property was sold out for the International Monetary Fund conference two weeks ago. And after his remarks about Mexican immigrants, two celebrity chefs backed out of their contracts to open a restaurant in the hotel.
According to Hipmunk, bookings at Trump Hotels plummeted 59 percent during the first half of 2016 and data from Foursquare shows a 17 percent drop in foot traffic at Trump properties since June 2015, when the reality TV star announced his presidential bid.
While I suppose Trump is more popular than ever with a large swath of the population, they’re mostly from segments unlikely to stay in luxury hotels. Beyond that, his anti-immigrant, anti-Muslim, and anti-women comments and actions have made him radioactive. There’s no way NBC could get away with reviving the “Apprentice” franchise. Or that the PGA can go back to Doral and any other Trump golf course.
Before his presidential run, the “Trump” brand connoted a certain Vegas-Jersey style of gauche luxury. Now, it’s something worse than merely tacky.
It’s going to get worse rather than better. Not only is he likely to further damage his image in the closing days of the campaign as he gets even nastier out of desperation but losing far worse than Mitt Romney or John McCain will replace whatever “winning” connotation was associated with the “Trump” name.