In a move to distance itself from the tarnished Trump brand, the Trump International Hotel Waikiki in Hawaii will soon adopt a new name and join the Hilton LXR collection of luxury resorts. The rebranding will take effect in February 2024, with the hotel being called the Wākea Waikiki Beach.

The decision to rebrand comes as the Trump Organization reaches a "mutual agreement for a significant buyout of the hotel management and license agreement" with Irongate, the owner of the hotel. Despite the change, Irongate CEO Jason Grosfeld expressed gratitude for the achievements made during the hotel's 14 years under Trump Hotels' stewardship.

Alongside the new name, the hotel will also undergo a transformation. Irongate and Hilton have announced plans to remodel the 462 guest rooms and various common areas, including pools and restaurants, starting next year. Throughout the remodeling process, the hotel will remain open.

With the removal of the Trump name from its Hawaiian property, the Trump Hotels and Resorts portfolio shrinks to just eight locations worldwide. Recent years have seen Trump-branded hotels in New York (SoHo), Toronto, Washington, DC, and Panama City undergo rebranding to more traditional names. Furthermore, the Vancouver hotel closed its doors in 2020, only three years after its opening.

The decision to rebrand the Hawaii resort is driven not only by the controversial politics associated with the Trump name but also by legal scrutiny faced by some of the Trump hotels. In particular, the Las Vegas and Washington hotels are currently facing a civil fraud lawsuit filed by New York Attorney General Letitia James.

The extensive lawsuit, encompassing over 200 pages, alleges that the defendants engaged in fraudulent activities spanning over a decade, enriching the former president. The lawsuit implicates the Trump business, including the Las Vegas and Washington properties. Specific allegations include the use of doctored financial statements related to the Washington hotel and misleading income projections for the Las Vegas hotel.

As the Trump brand continues to face challenges, the rebranding of the Trump International Hotel Waikiki signifies another chapter in the evolution of these properties. The new Wākea Waikiki Beach aims to establish its own distinct identity within the Hilton LXR collection, offering guests a renewed experience that goes beyond politics and controversy.