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What's in a name? Here's why Trump ditched 'Trump' for his new millennial-focused hotels.

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The hotel industry has become the latest business sector that is looking to get a piece of the lucrative millennial spending power pie. 

Global brands like Marriott, Starwood, Hilton and even Trump have already broken ground on their millennial-focused concepts with Moxy, Aloft, Canopy and Scion.


But these new brands will have to compete with the likes of Airbnb and now  West Elm (the hip home goods retailer is debuting a hotel collection next year). So what will it take to get young clients to book rooms?

All about communal experiences

As DDK, the hospitality group that's working with West Elm on their boutique hotel line, explained, "there is a growing desire among modern travelers to immerse themselves in the place they are visiting," so the solution lies in creating sleek, immersive spaces.


Like  Bloomberg said in reference to Trump's new Scion brand, older hotel chains are distancing themselves through branding so as to not turn off younger clients who may see the parent companies as "stodgy."

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A shovel with the Tump logo is sheen during a ground breaking ceremony for the Trump International Hotel on the site of the Old Post Office in Washington, Wednesday, July 23, 2014. (AP Photo)

Trump revealed plans for the millennial-targeted brand, Scion, this summer, calling it "a multi-faceted lifestyle brand developed in response to the boom in social clubs and the 'we' economy."

Per a press release, "Scion is designed to connect and engage guests and others with compelling spaces and a strong sense of community."


While some argue Trump's brand is so politically charged it could keep Scion from catching on, the increasingly saturated market might pose more of a problem for the new brand than Trump's name.

"Forget politics this is a different brand altogether from Trump Hotels and needs a different name," a hospitality consultant told The New York Times.

For Marriott, they launched Moxy Hotels to bring a "disruptive hotel experience that caters to the next generation of travelers."

Moxy has locations in Milan, Munich, New Orleans and Tempe, with plans to open in Nashville and Oslo, among other cities.

Millennial consumers are the biggest demographic of shoppers and they prioritize experiences (like trips) over material goods. The 80 million millennials in the U.S. currently wield a lot of spending power.

Per  Accenture research, by 2020 their spending will reach $1.4 trillion annually. 


With this in mind, it is obvious why hotel groups would want to break into this market. And open concept, community-centric hotels seems to be the M.O. for all of these younger hotel lines.


"The next generation of travelers craves affordable adventure filled with personality. Style and technology are incredibly important to them, and so is affordability," a Moxy spokesperson told Circa.


Moxy hotels, for example, are equipped with "furiously fast and free" WiFi and bars that double as concierge desks. As the lines between work and play continue to blur, Moxy has taken the approach of focusing on providing communal-first experiences that have plenty of attitude and style.

"Today's consumer is less desirous of a cookie cutter experience and in fact wants to discover something new, take in the city, the food, the local scene," the spokesperson said.

"It is not just about offering a value proposition but it is also about responding to the changing needs of the customer and offering a tech savvy, high energy, fun, but dynamic hotel experience."

Ultimately, christening their new brands with fresh names could be just the smart marketing move these lines need to take off.

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