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Trump Organization To Launch Budget Hotel To Tap Secondary Markets

President Donald Trump

The Trump Organization announced plans to launch a three-star hotel chain targeting everyday Americans as the company expands beyond its big city luxury offerings.

Called American Idea, the chain will rebrand existing properties like Comfort Inns and Holiday Inns with an American theme, using things like vintage Coca-Cola machines to differentiate the brand from other budget hotels, the New York Times reports. Trump Organization CEO Eric Danziger said the first American Idea hotels will open in the Mississippi Delta, and said there could be hundreds more as the brand expands.

Danziger said the company’s expansion into areas largely populated by people who voted for Trump in the presidential election has nothing to do with politics. These new hotels will have no overt connection to the president, and instead of owning the properties, the Trump Organization will license them to business partners who pay royalties and other fees.

In March, the Trump Organization announced plans to launch Scion, a four-star hotel brand, a move that was met with criticism by ethics experts.