Trump Hotels, the luxury hotel company founded by Donald Trump and his children, Donald Jr., Ivanka and Eric, has announced plans to launch a new hotel brand that will be positioned to target a younger audience. The as yet unnamed lifestyle hotel brand will not bear the Trump name.

The concept for the company’s new brand was developed in response to the massive growth of the technology-centric “we” economy, and is expected to be less opulent than properties in the Trump Hotel Collection. With a brand personality that is genuine, engaged and agile, the brand will target travelers who want to connect with others in energized social spaces.

“This is a great time for Trump Hotels as we target a new and different type of guest with the same Trump standard of quality and excellence,” said Eric Danziger, chief executive officer of Trump Hotels. “We also continue to enjoy strong performance across the portfolio and are very excited about the imminent opening of three high profile properties: Trump International Hotel Washington, D.C.; Trump International Hotel & Tower Vancouver; and Trump Rio de Janeiro Hotel.”

The Trump Hotels brand maintains a robust development pipeline, with opportunities in both national and global destinations including Dallas, the Dominican Republic, Frankfurt, London, Munich and Tel Aviv.