TORONTO – Love him or hate him, you can’t deny that Donald Trump knows about hotels. And now, the Republican presidential contender and his luxury hotel company are set to launch a new lifestyle brand that’s geared toward the young and hip traveller.

Earlier this week during a presentation at Trump Tower in New York City, Ivanka Trump, executive vice president of development and acquisitions of Trump Hotels, announced that the company has plans to operate four-star properties this fall.

A short video presentation followed, presenting designs that appeared to be less opulent than what Trump hotels have become known for. According to Trump Hotels CEO Eric Danziger, this was a conscious decision to attract younger clientele.

He also confirmed the new brand wouldn’t have the polarizing Trump name in it. A good business move, you think?