Trump SoHo Hotel Drove a Sales Boom by Changing Its Name

The Dominick Hotel

The redesigned lobby of the Dominick Hotel in New York City, which has seen its revenues soar after changing its name from Trump SoHo. The Dominick Hotel

Skift Take: Business turned around last year after Trump SoHo changed its name to The Dominick. The story shows the power of rebranding in a contentious age.

— Sean O’Neill

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