The company has announced aggressive plans to expand throughout the United States, with a new hotel brand, Scion, a nod to the Trump family heritage, according to a news release. At a recent hotel industry conference in Los Angeles, Trump company executive Eric Danziger told the Wall Street Journal that the company had signed letters of intent with developers for 17 of the hotels, which are supposed to be geared toward a younger, trendier clientele than the family's old-school luxury brand.