Another generation of Trumps has made its way into the hospitality sector with a successful handful of properties that have been so well received in the U.S. that they’re now crossing borders. To date, the portfolio includes hotels in Chicago, Las Vegas and Waikiki Beach, as well as the flagship Trump International Hotel & Tower New York—fresh off a $30 million renovation—and Trump SoHo New York, which opened last April. Spearheaded by Donald, Jr., Ivanka and Eric Trump, Trump Hotel Collectionhas made a mark for itself by staying on top of the luxury game and adding plenty of indulgent, brand-only features.
“Trump Hotel Collection differs itself in the luxury market by taking a unique approach to design as opposed to a standard cookie-cutter model,” says Lisa Lavian, Trump Hotel Collection’s dir. of marketing. “Each of our hotels features world-class dining such as Jean Georges at Trump International Hotel & Tower New York, and our spa brand, The Spa at Trump, has been universally well received by guests.”
The Spa at Trump is characterized by unique and even over-the-top treatments—even gemstone-infused massage oils—as well as experiences that are customized with the help of a “Trump Spa Attache,” who assists with music selections, 1-hour pressings and other requests. The spa journeys or Trump Personal Intentions—Calm, Balance, Purify, Heal or Revitalize—are each designed with particular essential oils and colors, and each guest receives a Trump Essentials selection of customized products to take home.
Another standout from Trump Hotel Collection—now a member of Preferred Hotels & Resorts with GDS code TW—is the signature Trump Attache program and its “no request needs repeating” concept. “The Trump Attache was created at our flagship property, Trump International Hotel & Tower New York, and transcends the traditional concierge, dedicating an entire department to delivering uncompromising customized service to every hotel guest,” says Lavian. “Prior to arrival, each guest is contacted by a ‘Trump Attache’ to arrange for everything from transportation from the airport to grocery shopping for in-room items at no extra charge.” The program is led by an “Attache Guest Services Manager” and comes with a small army of coordinators and runners that take care of the particulars, which may also include reserving babysitters, arranging for private chef and after-hours shopping.
“When a guest checks out,” adds Lavian, “the ‘Trump Attache’ will make a note of every request that was made during the stay including the morning newspaper preference and the ideal guestroom temperature so that a first request is saved and noted by each Trump hotel.”
new properties This year, says Lavian, “We will be debuting our first international properties with Trump Ocean Club International Hotel & Tower Panama and Trump International Hotel & Tower Toronto, both opening in the spring. We are also focusing on new and exciting opportunities in the Asia-Pacific market that could include re-flagging of existing hotels as well as new developments.”
The brand’s first foray into Latin America is located in Panama City’s Punta Pacifica area, overlooking Panama Bay. The hotel’s tower is set to become a new icon in the city thanks to its sail-like design, not to mention a 3-story sky lobby, a private beach club accessible by the resort’s catamaran, a yacht club and two floors of shops and boutiques. Trump Ocean Club will have 369 rooms and suites.
“The time is right for a Trump hotel in Panama as the economy is strong and there is a great deal of interest in the country. The ongoing expansion of the Panama Canal has attracted a large influx of international business travelers to the area and the destination is appealing for leisure travelers as well.”
The other newbie, Trump International Hotel & Tower Toronto, stands 60 stories high in the city’s financial district and comes with a 2-story spa and wellness facility, five-star dining on the 30th floor and 261 rooms and suites. The hotels will also feature the brand’s new luxury mattress, developed exclusively for Trump Hotel Collection.
The latest property to open, Trump SoHo New York, enjoys all the trappings of its vibrant neighborhood—top restaurants, great shopping and exciting art galleries. It’s the only hotel in New York City with custom furnishings by Fendi Casa and also boasts a library and a pool with cabanas.
Additional hotel projects are under development in Dubai, Cap Cana, Scotland and New Orleans.