The newest line of luxury hotels, geared towards pesky whipper-snappers, will be called Scion, the company said.
“We wanted a name that would be a nod to the Trump family and to the tremendous success it has had with its businesses, including Trump Hotels, while allowing for a clear distinction between our luxury and lifestyle brands,” Trump Hotels CEO Eric Danziger said in a statement.
It sounds to me like they're not necessarily dropping the name from all future hotels, they're making a new brand of hotel which they are not naming after Trump but which would have had a name that distinguished it from their existing hotels regardless.