ANALYSIS


Constant change Dynamic conditions in the hotel industry could mean 2017 will be a bargain year for buyers W


HEN DONALD TRUMP TAKES THE OATH OF OFFICE THIS MONTH to become Amer- ica’s 45th president, he is expected to celebrate at


least part of his inauguration evening at the recently-opened Trump International Hotel Washington DC, a luxury property created from the capital’s former Old Post Office, just a few blocks from the White House. But perhaps lost among all the post- election hype and hysteria, was a low-key


announcement that Trump the hotelier – rather than the nation’s chief executive – was adding to his brash (some would say gaudy) collection of 15 Trump Hotels worldwide with the launch of a new, separate brand called Scion. Unlike the luxury Trump Hotels brand,


Scion will be firmly aimed at the ‘affordable lifestyle’ segment of the market, heavily influenced by the Millennial generation. Although Trump Hotels CEO Eric Danziger likens Scion to Starwood’s W brand, industry analysts believe it likely it will be more in


line with Intercontinental Hotels Group’s (IHG) Even Hotels or Hilton International’s Curio brand. Early design reports suggest an emphasis on stylish décor and communal spaces for work or socialising, with local artists’ work on display. Some nine Scion hotels are said to be in the pipeline, the first due to open within the next few months.


THIRST FOR INNOVATION Perhaps the real significance of Scion is it emphasises that the hotel world’s thirst at all levels for change and innovation


36 BBT January/February 2017


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