Trump Hotels launches 'American Idea' hotel chain

The Trump Organization is launching a new mid-market hotel chain called "American Idea".

The concept is that the hotels will be rooted in local history and neighborly service, according to a release from Trump Hotels announcing the new hotel chain on Tuesday. "Guests will enjoy local flavor and genuine service in an environment that pays respect to the unique culture of each destination," according to the release.

The new chain will start with three hotels in the Mississippi Delta area.

"While we will continue in pursuit of this mission for our luxury Trump Hotels brand, we look forward to leveraging our expertise and experience across the various segments of the hotel business" and serving "many more guests, owners and markets across the nation," Trump Hotels CEO Eric Danziger said in a statement.

The company also said the first of dozens of hotels in another new Trump chain announced last year and called Scion is also under construction in Cleveland, Mississippi. Scion is a four-star hotel chain that offers upscale service in US cities that couldn't support a full-fledged Trump luxury property.

The property, owned by Chawla Pointe LLC and named Scion at West End, will include approximately 100 rooms, suites and extended stay accommodations; a 6,000 square-foot spa and fitness center; a 5,000 square-foot event hall; two acres of outdoor festival space and multiple entertainment outlets including two full-service restaurants.