Why change it?

Where do guests of Saturday Night Live stay? At the Essex House, of course, "high above Central Park." Well, the Essex House is under new management, and the name is being changed, they say, to the Jumeirah Essex House.

Think that’ll help them in alphabetical hotel search results? Or on Travelocity? Or even on the radio? If they don’t expect that people will use the new name, why change it?