AH&LA President Joe McInerney (left) and ALIS chairman Jim Burba flank Donald Trump

He won’t admit it in public, but in his heart Donald Trump is a hotelier first and foremost. At this week’s Americas Lodging Investors Summit, America’s most-famous businessman gave a bombastic and ego-driven, but passionate speech on virtues of hotel development and ownership.

“Trump Hotels is a diamond in our organization, but it’s not our main business,” said Trump. “It’s more a labor of love for me and my family.”

Trump has a long history in the hotel business, first as the developer who in the late 1970s gutted the former Commodore Hotel in New York City and rebuilt it as the Grand Hyatt New York. Next step was the 1997 opening of the Trump International Hotel & Tower at Columbus. The Trump Collection now includes six properties, with the next to open next week in Toronto. Trump’s group also operates a string of luxury golf clubs. (In typical Trump manner, during his speech he mentioned four or five of his courses, each of which he impossibly claimed as “the number-one golf course in the world.”)

Not surprisingly, Trump has a lot of strong convictions about real estate development and the hotel business. A strong, highly recognizable brand is key, especially if it’s the Trump brand, at least judging by his own accolades of the Trump name. “A really strong brand can help a developer overcome a lot of issues, including zoning, financing and others,” he said, crediting his “Apprentice” TV franchise as part of the success in creating the power of the Trump brand.

While his speech included a lot of “I,” “me” and very little “we,” he offered what he considers to be the other key elements for successful luxury hotel development:

• A premium location.

• Landmark architecture.

• Stunning views. (He told a story about the Trump Hotel at Columbus Circle to illustrate the point. Despite the fact the hotel’s condo units facing the city have superior views, more buyers prefer, and are willing to pay a premium for, units facing Central Park. “Some things can’t be explained; you just go with it,” he said.)

• Personalized service.

• World-class dining. He advocates hiring a celebrity chef or leasing f&b space to one, as he does in several of his properties. “Sometimes, it doesn’t work, but when it does, the results can be spectacular,” said Trump, pointing to the very successful and critically acclaimed Jean-Georges restaurant in the Trump at Columbus Circle operated by superstar chef Jean-Georges Vongerichten.

• The best spa possible. It doesn’t need to be big or overdone, just of the highest quality, he said. “But don’t expect to make money on the spa, but even if it breaks even it can be a huge benefit to the entire project.”

• Exemplary furniture and appointments.

At a press conference following the speech, Trump talked about expansion plans for Trump Hotels. He says the brand has at least 10 deals in the works outside the U.S. Targets include Indian, China, London and the European continent.

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