Trump is Launching a New Midscale Hotel Brand to Make Motels Great Again

Trump Hotels have been controversial since Donald Trump launched his campaign for President. A couple of years ago I was supposed to speak at one of the New York properties, which I was excited about (never having stayed there), but the conference was moved at the last minute not wanting to risk the association.

The Old Post Office building in Washington DC has been converted into the Trump International Hotel. It was controversial because the lease on the building with the government specifies that the agreement cannot inure to the benefit of any government official. Foreign leaders and embassies have said they choose to stay and hold events there as a signal to the administration.

Last month an artist projected ‘pay bribes here’ and other messages onto the front entryway of the hotel property.

Generally Trump hotels are nice, though the DC property reportedly fails to change bathrobes between guests.

That’s good practice, it would seem, for Trump Hotels to launch a midscale brand, a category which includes Best Western, Baymont Inns, Knights Inn, and Quality Inn.

And apparently that’s the market they’re going for, to Make La Quinta Great Again.

As Deanna Ting reports, the chain will be called ‘American Idea’. This is the second new brand the Trump chain announced in the past year. The other is a new lifestyle brand, Scion. Both brands notably avoid use of the Trump name.

Last year we learned that the Trump family and top executives were worried about what the President’s candidacy was doing to the hotel business. (Data suggested a negative effect.)

If the hotel chain is more valuable without the Trump name that would seem to call into question the $3.3 billion of the President’s asserted net worth that he attributes to his name alone.

I’m still hoping, of course, that my Trump boardgame appreciates in value.

About Gary Leff

Gary Leff is one of the foremost experts in the field of miles, points, and frequent business travel - a topic he has covered since 2002. Co-founder of frequent flyer community InsideFlyer.com, emcee of the Freddie Awards, and named one of the "World's Top Travel Experts" by Conde' Nast Traveler (2010-Present) Gary has been a guest on most major news media, profiled in several top print publications, and published broadly on the topic of consumer loyalty. More About Gary »

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Comments

  1. Downscale motel-type is only what his supporters can afford, so smart move to capitize on their ignorance and stupidity.

  2. Make fun of it if you want, but it’s not a bad business idea. Away from urban centers, USA motels are pretty boring and nondescript. Apparently, the Trump family made this observation after long days on the campaign trail. Personally, I’ve stayed in too many cookie-cutter Comfort Inns and Holiday Inns. I could see a market for something with a little more flair. Think of it as craft beer for motels.

  3. Best Western is “midscale”? Dear god maybe I’m an elitist and don’t even know it.

  4. In order to qualify for the rewards program, one has to first pledge their undying loyalty to the brand, then, after you pay an exorbitant annual fee upfront, you’ll be awarded only half the points promised, after which the brand will declare bankruptcy. And, the program will only be available to Republican residents of those states carried by Trump, no liberals allowed.

  5. This seems like the first time that he’s truly wholesale capitalizing off of his popularity in underserved US markets. A blind trust could never justify the business benefits experienced here IMHO.

  6. 8bb8b8, Some BWs do qualify as midscale, but the other brands mentioned are definitely budget

  7. I wonder how many undocumented aliens he will use for construction and landscaping, and the turn ICE on them so he doesn’t have to pay them.

  8. It appears many, if not all of the hotels, will merely be rebranded from Holiday Inns and Comfort Inns, with only the name changing, allowing for a quicker entry into the market. Mississippi was said to be the first to have one of these hotels, with more to follow.

  9. It is astounding how Trump has transformed the entire dialog about corruption and profit while in public office.

    It’s ended those BORING screeds about the Clinton Foundation. Next time a Democrat is in office, we won’t have to listen to fanciful corruption stories right? Right?

  10. @ Bill I don’t know about the Koran, but I do know that they”ll be replacing USA Today with Breitbart News print edition.

  11. 8bb8b8- First thing that crossed my mind as well. Makes you wonder about the author ehhh?

  12. This has got to be the best posting in a long time.
    I love my fellow readers sense of humor.
    Wonder if there will be putting greens, since none of these come with a golf course.
    Or maybe bring back pee-wee golf…that was one thing that made America great.

  13. how much is this new tRump scam going to cost the American taxpayer, AGAIN, when tRump declares bankruptcy, stiffs ALL the contractors and suppliers, and refuses to pay the undocumented immigrants – but not before he pays himself handsomely?

    When is that crook going to get charged? Lock him up! That whole family does nothing but grift. They are all bona fide crooks.

  14. Regarding “Trump” the brand: I’ll stay at a Trump mid-scale hotel… Why not? I got bedbugs from Motel 6, I can’t afford the Ritz, so something inbetween would be nice… IFFF they can deliver something unique. But if they simply put a new neon sign on an old Holiday Inn, that will cheapen their brand. Hopefully they put some good planning into the execution. And hopefully all the haters will boycott it, so I can stay at a hotel where hate isn’t present.

    Regarding Trump the President: Rock on! More flights and more miles for EVERYONE WILLING TO WORK HARD!

  15. I love you “Trump should go to Prison” haters spewing your vile venom…. where were you when that proven crooked piece of bad ass (just ask Bill) was rearing her ugly face in public, deceiving the American public? I can’t tell you how happy it makes me though to see you all foaming at the mouth. Very very happy indeed.

  16. Bobby KKK, difference is Trump IS going to prison because he’s a real criminal, con artist, and traitor and you’re stupid enough to fall for his con. I’ll certainly be happy with a blue congress in 2018 and White House in 2020.

  17. MRS PRESIDENT TRUMP,I AM PROBLY THE MOST HATED BY YOU YOUR STAFF HECK IT FEELS LIKE THE WORLD. A GOOD PERSON NO CRIMANAL BACK GROUND A FALSE IMAGE CREATED BY WHITE COLLAR . REQUESTING YOUR HELP. POOR DO TO ABUSE I CAN DO BETTER… LAUGHING . REASONS DONT WANNA BREAK NO LAWS . KIDDING. OR I WOULD NOT BE TYPEING YOU. PLEASE,PLEASE HELP A VICTIM OF LIES SEXUAL ABUSE WEIGHT INCREASED REPEATED POSTIONS OF ABUSERS NO VOICE WORKING WITH A NO WIN SITUATION I CAN NOT WIN WHERE YOU PROBLY HATE ME ID BET PLEASE PLEASE TRUST ME I TELL YOU THE TRUTH. I NOW LOOK LIKE CHUCKIES BRIDE FROM LUCY FROM DALLAS SEXUAL ABUSE JOBS LOST HUMAN CONTACT AND WORK PLEASE HELP ME I AM NOT ATTRACTIVE SO MAYBE TO PASS IT TO ANOTHER . I REQUEST I AM ASKING FOR HELP TO GAIN MY CASH STOLEN I AM NOT LOOKING FOR YOUR CASH A HELPING HAND PLEASE MISS TINA RENEE BIRKHEAD PONMOA CAL

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