Rather than build new hotels, the organization will license the American Idea name to rebrand existing budget properties like Holiday Inns

By Katie Reilly
June 06, 2017 11:08 AM
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VANCOUVER, BC - FEBRUARY 28: (L-R) Eric Trump and Don Trump Jr., Executive Vice Presidents of Development and Acquisition and Development for the Trump Organization, attend the Trump International Hotel And Tower Vancouver Grand Opening on February 28, 2017 in Vancouver, Canada. (Photo by Phillip Chin/Getty Images for Trump International)

The Trump Organization on Monday announced plans to launch a three-star, budget-friendly hotel chain under the name American Idea, a departure from the luxury properties the company is known for.

The chain will feature emblems of American culture and American-made goods, the New York Times reported — a theme that aligns with President Donald Trump’s political messages and is aimed at distinguishing American Idea hotels from other budget-friendly hotels.

“There is no political thought to it,” Eric Danziger, chief executive of the Trump Organization’s hotels division, told the Times.

The Trump Organization is now under the leadership of President Trump’s eldest sons, Don Jr. and Eric, but the President’s lasting financial ties continue to raise ethics questions about potential conflicts of interest.

The first American Idea hotels are set to open in Mississippi, where the Trump Organization is partnering with the family-owned Chawla Hotels, which manages several locations of well-known chains like Holiday Inn and Comfort Inn, to rebrand existing properties. The Trump Organization will license the American Idea brand name to at least three properties owned by Chawla Hotels, which will continue to manage day-to-day operations, the Times reported.

Danziger said the Trump name won’t appear anywhere on the hotels.

This article originally appeared on Fortune.com