Trump Hotels will launch a new hotel brand concept developed “in response to the massive growth of the technology-centric ‘we’ economy,” the company said in a statement.

The name is yet to be announced, but the new brand will be “genuine, engaged and agile,” the company said, and target travellers “who want to connect with others in energised social spaces” – all of which sounds like an aim to target a new generation of Millennial travellers.

“This is a great time for Trump Hotels as we target a new and different type of guest with the same Trump standard of quality and excellence,” said Eric Danziger, CEO of Trump Hotels.

Travel industry intelligence platform Skift posits that the new brand may be a way for the hotel brand to distance itself from the controversial US presidential candidate’s name. A survey Skift conducted in May 2016 showed that 56.9 per cent of respondents were less likely to stay in a Trump Hotel because of Donald Trump’s presidential campaign – not good news for a brand with three high-profile properties set to open this year.

The Trump International Hotel in Washington, DC is set to open in time for the US election in November, with the debut of a new spa concept by ivanka trump. The Trump Vancouver is set to open in September, while the Trump Rio de Janeiro Hotel is due to open in time for the Summer Olympic games, which begin in August.

To read the full results of the Skift survey, click here.