We’re experiencing tremendous success with our luxury brand, especially now as we are about to open three high-profile locations: Trump International Hotel Washington DC; Trump International Hotel & Tower Vancouver; and Trump Rio De Janeiro Hotel. Given the incredible interest we are seeing, and the consumer opportunity we have identified, we believe now is the time to grow our hotel company with a new brand that targets a different type of guest. We understand that some travelers today want to be immersed and connected, and we know we can provide a unique experience for these guests. Trump Hotels is a super luxury brand, appropriate only for select A-plus locations and iconic buildings and resorts. We want to develop a brand that will allow us the flexibility to grow in other markets and with 4-star product that may be looking for a conversion opportunity.

You have said the new brand will not carry the Trump name. Why?

The Trump name is reserved for 5-star properties that are iconic and we want to uphold that legacy while looking at development in key gateway cities or locations that target a segment we are currently not in. This new brand has been developed in collaboration with the Trump children (Donald, Jr., Eric and Ivanka) and they definitely want to develop it in their own right separate from the core product. Each brand has its own personality and the name chosen should reflect that. It will reflect the same Trump standard of quality and excellence. There are certainly other brands out there that are targeting the Millennial mindset but none have done it the way we intend to.

What will distinguish the new brand?