An artist's rendering of a Trump Hotels' Scion property.

NEW YORK CITY—Trump Hotels, known for its ultra-luxury properties in the U.S., Canada, Central America and Europe, has introduced a new brand “American Idea” that is not targeting the super rich, but Middle America.

Trump officials report the new brand that will serve as “an alternative, for both guests and hotel developers, looking for an answer to the run-of-the-mill offerings currently in the midscale space.” At present, Trump Hotels has three letters of intent for American Idea properties in the Mississippi Delta area. Trump Hotels will partner with Chawla Pointe, LLC, a Mississippi-based family-run hotel company that owns 17 hotel properties.

Trump Hotels is also partnering with Chawla Pointe on the first Scion-branded hotel—Scion at West End in Cleveland, MS. The Scion-branded property is envisioned as a multi-faceted hospitality campus that will include approximately 100 rooms, suites and extended stay accommodations; a 6,000-square foot spa and fitness center; a 5,000-square-foot event hall; two acres of outdoor festival space and multiple entertainment outlets including two full-service restaurants.

The Scion brand was launched last September and is a four-star, lifestyle brand designed to connect and engage guests and others with what Trump officials have described as “compelling spaces and a strong sense of community.”

“Trump Hotels is recognized for unparalleled service, meticulous attention to detail and iconic properties in world-class destinations,” says Trump Hotels CEO Eric Danziger. “While we will continue in pursuit of this mission for our luxury Trump Hotels brand, we look forward to leveraging our expertise and experience across the various segments of the hotel business and bringing our trademark hospitality to many more guests, owners and markets across the nation.”

“We are proud to work with the Trump Hotels team to bring the very first Scion hotel experience to life,” says Dinesh Chawla, CEO, Chawla Pointe, LLC. “The team has been incredibly responsive and creative, and as our partners, they have been invaluable resources for us. We are thrilled to bring this exciting project to the Mississippi Delta area.”

Trump Hotels confirms to Globest.com that it has 39 letters of intent for additional Scion hotel properties. Trump Hotels' Danziger, who joined the Trump Organization back in 2015 to head its Trump Hotels division, told the New York Times that he expects to announce in the next couple of months four additional Scion hotels, including one in Dallas. There have been a number of published reports that Trump Hotels is also looking to open a Scion hotel property in Washington, DC.

Prior to joining the Trump Organization Danziger was president and CEO of Hampshire Hotel Management, a company he joined in March 2014. His prior hotel experience has included stints as president and CEO of Starwood Hotels, president and COO of Carlson Hotels Worldwide and president and CEO of Wyndham Hotel Group.

A Trump Hotels spokesperson had no comment on possible future Scion hotel locations, noting that the firm does not discuss hotel projects that have not been finalized since the firm has a “rigorous review and approval process.” The spokesperson adds, ” It is very common in the hospitality business that some projects do not come to fruition. That is why we prefer to be sure that all potential deals are appropriately vetted and completely negotiated before any announcement.”

Instant Insights /

Trump Hotels Launches New 'American Idea' Midscale Hotel Brand

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