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While presumptive Republican presidential nominee Donald Trump continues his bid for the Oval Office, his hotel chain is set to expand with the launch of a new lifestyle brand later this year.
Details remain scarce, but Trump Hotels CEO Eric Danziger and executive vice president of development and acquisitions Ivanka Trump did reveal some information during an announcement Monday.
The new brand, which is currently without a name, will launch this coming fall. However it should be noted that the brand will not possess the Trump name.
The chain of four-star hotels will also target younger travelers compared to its other properties.
READ MORE: Is Donald Trump's Presidential Run Hurting Trump Hotels?
It remains to be seen how the brand will set itself apart from competing lifstyle chains. Nonetheless there's a clear demand for lifestyle brands amid the increasing number of millennial business travelers.
With the new brand scheduled to debut this fall, it's possible the launch could coincide with November's presidential election.
Interestingly, the annoncement comes on the heels of a recent survey conducted for Forbes that found nearly half (45 percent) of U.S. residents earning at least $200,000 annually will set out to avoid staying at a Trump-branded hotel or visiting a Trump-branded golf course over the next four years.
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