Trump to launch lifestyle hotel brand

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Present at Monday's announcement of a new lifestyle hotel brand were (from left) Eric Trump, Ivanka Trump, Trump Hotels CEO Eric Danziger and Don Trump Jr.
Present at Monday's announcement of a new lifestyle hotel brand were (from left) Eric Trump, Ivanka Trump, Trump Hotels CEO Eric Danziger and Don Trump Jr. Photo Credit: Johanna Jainchill

NEW YORK — Trump Hotels, the luxury hotel company headed by Republican presidential contender Donald Trump, will launch a lifestyle brand this fall, said Ivanka Trump, executive vice president of development and acquisitions, in a presentation at Trump Tower on Monday.

The brand, which doesn't have a name yet, will operate four-star hotels aimed at customers who are younger than guests who typically stay at Trump’s luxury properties, said Trump Hotels CEO Eric Danizger.

Danziger said the brand wouldn’t have the Trump name in it.

As part of the announcement, the company did a video presentation that showed properties appearing to be less ornate than Trump hotels. 

Danziger also disputed a report from travel search company Hipmunk that Trump hotel bookings were down 59% in the first quarter, suggesting that Trump's controversial statements on the campaign trail may be hurting business.

“Every hotel they mentioned is up,” Danziger said. “It’s not a factual report.”

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