Are Trump Hotels Taking a ‘Yuge’ Hit?

Donald Trump's hotel

[Editorial note, Aug. 1, 2016: This post has been updated to include Q2 and 1H 2016 data]

For more than a year, Republican presidential candidate Donald Trump has solicited an onslaught of attention. But before the 2016 election cycle he was most notable for his eponymous hotel properties. And so we couldn’t help but wonder if and how all this attention impacted his business interests. Are bookings up or down? And how does that compare to the market overall?

The Trump brand is associated with a variety of hotels, apartments, and products. On one hand, a growing number of political supporters could boost sales of Trump products; on the other, a growing number political detractors could lead people to avoid his brand. So which of these two forces is stronger?

We set out to answer this question by comparing the number of bookings at Trump Hotels’ most-booked locations this year on Hipmunk to bookings in the same locations the year prior (before he attracted most of his national political attention).

The results? The share of bookings at Trump Hotels on Hipmunk as a percent of total hotel bookings are down, decreasing 58.46 percent compared to the same period last year.

While overall Hipmunk hotel bookings have been on the rise year-over-year, that has not been the case with bookings of Trump Hotels.

The chart below compares the percentage of bookings on Hipmunk for Trump Hotels’ most popular locations in 2015 (before his campaign received much attention) to the percentage of bookings in 2016 (the campaign currently receives ample media attention).

It appears that the rise of Trump’s presidential candidacy hasn’t translated into a rise Trump Hotel bookings, whose share fell 58.46 percent this year on Hipmunk.

Screen Shot 2016-08-01 at 10.03.43 AM

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Q1: Jan – March; Q2: April – June; 1H: Jan-June

In New York City and Vegas, Trump Hotels’ share as a percentage of each city’s total hotel bookings dropped more than 70 percent in Vegas it was over 80 percent). Atlantic City, the location which claims the highest percentage of the city’s total hotel bookings, took a major hit the first quarter year-over-year, with the Trump Taj Mahal’s share of bookings down 17 percent, but has since seen a rebound, breaking about even in their share of y-o-y bookings.

Screen Shot 2016-08-01 at 9.57.49 AM

Who knows what the Trump brand will glean from any of this, or if it will suffer any permanent damage from the Donald Trump candidacy. Granted, Hipmunk users tend to be urban millennials, and so our own demographics come into play here as well.

Tell us your thoughts in the comments below! Would you actively boycott Trump Hotels now that he’s the presumptive nominee?

Methodology: Hipmunk and Priceonomics analyzed total US Trump Hotel property bookings made in the first quarter, second quarter, and the first half of both 2015 and 2016. Q1: January to March. Q2 : April to June. 1H : the first half of the year, January to June. 

Kelly Soderlund
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Kelly Soderlund

Travel Trends Data Expert at Hipmunk
Kelly Soderlund analyzes Hipmunk flight and hotel data to help make travel planning less agonizing.

Kelly frequently provides data-driven insights on airfare and accommodation trends, and her analyses are frequently featured in outlets such as New York Times, LA Times, USA Today, TIME, and more.
Kelly Soderlund
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9 thoughts

  1. My understanding is Trump doesn’t really build anything he claims he does.. maybe a few.. but apparently other investers/builders actually build these hotels, luxury apts, etc, and they literally pay Trump to put his name on them.

    Just like his fake steaks, water, and magazine he put on stage at one of his rallies for his idiot followers. They don’t care that everything that comes out of his mouth is an outright lie.

    If those hotels occupancy are down 60%, that’s not high enough. Time to tank the Drumpf.

  2. You’re right. If this keeps up, he’ll gladly bow out of the presidential race because it’s costing him so much. If he loses the election, and can then be called ‘the loser’, it’ll hurt him even more. If this ended with the destruction of the Trump dynasty, I couldn’t be more happy.

  3. I have always found Drumpf to be a vile and repulsive human being. I have always shunned all his products and am proud to say that I have never knowingly contributed 1 penny to his “scam-gotten” coffers. His buildings are garish and ugly. His television show is a completely negative influence on humanity. His racist, Xenophobic, misogynistic views are poison to the human soul. His best gift to the world would be his own immediate death.

  4. How did total bookings change from last year to this year? Understood that Trump Hotels’ share on the Hipmunk platform is down, but is it because more room nights were added? Eg many new non-Trump properties could have joined the platform.

  5. I doubt I would go to any hotel made by Trump detractors! So negative themselves! If I end up needing a hotel in a city with a Trump Tower, I will make sure I check them out!

  6. If you are one of those at the top 2% getting a 1.2 million dollar tax break if he becomes president and if you support a person who purposely recruits employees from outside of the United
    States for his hotels in Florida, it makes perfect sense for you to take money that you could otherwise spend on your family to let Trump know that you too share his distain for the military families and American heroes. You and he can go low while the rest of the County, including many republican’s, go high!

  7. If a four deferment Draft Dodger during the Viet Nam War can gain
    substantial support from the U. S. Military Veterans there is something
    going on in the United States. Plus, since he recently bought a $100,000.00
    Born Again Christian Award, he is a shoe-in with God.

  8. I would NEVER stay at a trump property or purchase trump merchandise, never watched the apprentice. He is the most selfish, crude, bigoted person in politics today and how the Republicans can live with themselves, I don’t know. I can’t even have a conversation with the trumpettes/trumpsters I know, have to stay off facebook. He seems to do anything he can to lose, but I’m very worried. More in Hillary’s corner than ever. She’s been bashed forever. I was an Obama girl, but Obama out, so hopefully we move forward, not backward. At least there’s the Daily show, Last week Tonight, Full frontal and SNL to keep it real, make me laugh. I hope he loses the suits for trump u, his phony foundation gets taken down permanently and he gets fined big time he gets smacked for his Russian, Cuban, Chinese shenanigans and all his businesses fail. How do the people who LOVE him think he’s a god when he pays no taxes, gives nothing to charity and rips everyone but his family off?

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