Trump Organization announces new midscale hotel chain called “American Idea”
The Trump Organization announced plans yesterday for its new “American Idea” brand, a midscale hotel chain that will first launch in smaller towns across the Mississippi Delta and then expand to potentially hundreds of other locations throughout the United States. American Idea is the latest expansion for the Trump hotel empire, following the launch of the Scion brand earlier this year.
The first 3 American Idea hotels are slated to launch fairly quickly since the Trump Organization is partnering with Chawla Hotels in Mississippi, who currently own 17 hotels in the region, to rebrand existing properties.
The new hotels are described as having a patriotic, America-first theme and incorporating American cultural artifacts and décor throughout.
According to the New York Times, the Trump Organization will not outright own any of the hotels developed under the American Idea or Scion brands. Instead, they license the brands to business partners in exchange for royalties and other fees.
Before taking office, then President-Elect Trump passed along control of the Trump Organization to his sons and others, yet he still remains financially invested in the company.
Eric Danziger, chief executive of the Trump Organization’s hotels division, told The Times “There is no political thought to” the new hotel chain and that an expansion had been in the works for nearly two years. Danziger also told The Times that “the new hotels will have no overt connection to Mr. Trump – his name will not appear anywhere.”