Prevue May-June 2014 - (Page 12)
The Trump Hotel Collection Expands
Elevating the top-tier meetings and events experience is only part of the plan
Trump International Hotel & Tower Vancouver
he Trump Hotel Collection is expanding rapidly with
both new and newly acquired hotels under development in
key markets worldwide. Presently there are 12 properties,
and according to Lisa A. Potts, senior VP of sales/marketing at
Trump Hotel Collection, the plan is to operate 30 hotels by 2020.
So far in 2014, the company launched the fully renovated
Trump National Doral Miami and purchased the newly named
Trump National Hotel & Golf Links Doonbeg, Ireland.
Looking ahead, the Trump International Hotel & Tower
Vancouver, Trump Hotel Rio de Janeiro and Trump International
Hotel, Old Post Ofﬁce, Washington, DC, are scheduled to open in
2016. Vancouver and Rio are new construction. The DC property
is Trump's ﬁrst historic adaptive reuse project.
"The Trump Hotel Collection was launched in 2007 and
the vision of the brand was to be the next generation of luxury
hospitality to be led by the next generation of Trumps," says
Potts. "And part of that vision was to really elevate the top-tier
meeting and events experience with a level of customized
service that's unmatched in the market today."
Donald Trump, who turns 68 this summer, is spending more
time working on his golf game while the Trump children have all
moved into senior executive roles. Ivanka Trump is becoming
the face of the brand. With over three million followers on social
media, she is actively engaged with the next generation business
traveler, and has heavily inﬂuenced the design vision across the
"Our design aesthetic is really key. I think this is a very
important part of the brand and who we are," says Potts. "If you
step into our guest rooms, lobbies and meeting spaces of our
hotels, you immediately get a very residential feel. And I think
Ivanka, who's directly involved with our designers and architects
in selecting the best ﬁnishes and furnishings, has found a way to
strike that balance between comforts of home and a luxury
In terms of market segments, 83 percent of Trump's
customer base falls between the ages of 35 to 66, split between
46 percent business and 54 percent leisure.
"Business meetings are a crucial part of our success as
well," explains Potts. "In terms of trends, our clients are really
looking for unique spaces to meet. They need places to break
away and get a fresh perspective. What we think about when we
develop new properties is: Do we have some unique spaces for
those clients who need the opportunity to step away from the
traditional function room?"
Potts adds that outdoor spaces are becoming
"tremendously popular," citing the variety of verandas, gardens
and courtyards that were added at Doral. She says each hotel
also has to have great spaces for those one-on-one, ad hoc, let's
grab a cup of coffee type meetings.
"Sometimes those are the most productive meetings," she
laughs. "So we're weaving more of those also into our hotels."
Also new, Trump Express Meetings is relaunching this
spring. The program is a solution for short term, smaller groups
and "people that might be looking to economize a bit." These
are prepackaged, turnkey meetings with all-inclusive pricing.
The intent is to make it as easy as possible for the busy planner
without a lot of support services, including new and faster
contracting options. - Greg Oates
"I think Ivanka has found a way to strike that balance between comforts
of home and a luxury hotel experience."
12 | prevue magazine
4/24/14 1:27 PM
Table of Contents for the Digital Edition of Prevue May-June 2014
Planner’s Pick: Tucson
Fresh Meets: Trump Hotel Collection
Bureau Buzz: Meet Puerto Rico
Good Business: InterContinental Hotels
Sea Shores: Cruise Shipping Miami
The Changing Face of Luxury
SPECIAL SECTION: EUROPE
On Location: Toronto
On Location: Jamaica
On Location: Cancun Marriotts
On Location: Santa Barbara Curaçao
Checkout: SLS at Beverly Hills
Prevue May-June 2014