The Trump Organization announced on Monday plans for a chain of three-star, patriotically-themed hotels called American Idea aimed at reflecting President Trump's campaign promise for the organization to enter into new deals only in the U.S., The New York Times reported.
The chain will incorporate artifacts of American culture into its aesthetic, like old Coca-Cola machines or American-made sundries in hotel rooms.
The chain will begin opening locations in small towns in Mississippi.
The first hotels are expected to open speedily given that many will simply be repurposed Holiday Inns and Comfort Inns. Rebranding will inevitably be viewed through a political lens, given Trump's position.
However, Eric Danziger, chief executive of the Trump Organization's hotels division, said that politics will not dictate how the chain grows. Hundreds of American Idea hotels could open in red and blue states.
“There is no political thought to it,” Danziger said
The move is being met with cynicism by members of the media on Twitter.
A lot. Of cynicism.
The new brand will have no overt connection to the president and is the latest expansion on the Trump Hotel franchise, coming just months after a plans were unveiled for a new four-star brand called Scion.
The Trumps will not own either of these brands, but will instead lease them out to business partners.