A bold move reported by Bloomberg on November 10, Trump’s moniker is getting the boot from the Trump International Hotel Waikiki in Hawaii. The hotel is gearing up for a total facelift and will soon be known as Wakea Waikiki Beach, marking a clear break from the Trump brand.
The revamp, led by developer Irongate and manager LXR Hotels and Resorts, is set to transform the once Trump-branded space. Trump Hotels, in response, announced a significant buyout of management and license agreements for the Hawaiian property.
Eric Trump, recognizing the hotel’s accomplishments, highlighted its impressive track record, including high daily rates, eight years as Oahu’s sole Forbes five-star property, and consistent top-three rankings on TripAdvisor for Waikiki hotels.
It has been an honor to work with the team at Irongate, and we would like to thank (Irongate chair and chief executive officer) Jason Grosfeld for his dedication and professionalism. We wish them all the best as they bring this property to its next phase, said Eric Trump.
Come February 2024, LXR Hotels and Resorts, a Hilton subsidiary, will take the reins, ushering in a new era for the establishment.
This move away from the Trump brand mirrors a broader trend seen globally, where properties bearing the Trump name undergo similar rebranding efforts. Notably, many of these properties were not directly overseen by Donald Trump himself, underscoring the prevalent use of licensing deals for the brand.
