Trump Hotels has announced the launch of its new midscale hotel brand, American Idea. According to the company, American Idea hotels will be positioned as an alternative to “run-of-the-mill offerings” from other midscale hotel brands. The hotels will also focus on providing guests with a truly unique experience “that pays respect to the unique culture of each destination.”

President Donald Trump’s global hospitality company has signed three agreements to open American Idea properties in the Mississippi Delta region.

“Trump Hotels is recognized for unparalleled service, meticulous attention to detail and iconic properties in world-class destinations,” said Trump Hotels CEO Eric Danziger.  “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 bringing our trademark hospitality to many more guests, owners and markets across the nation.”

The move is part of an ambitious expansion strategy from Trump Hotels, which last year announced the launch of its millennial-focused Scion hotels. Scion is being marketed as an upscale lifestyle brand. Despite some controversy about conflicts of interest, the Scion brand has secured the name and location of its first property: Scion at West End in Cleveland, Mississippi. The property will include 100 guest rooms and suites, a 5,000 square-foot event hall and two acres of outdoor event space.

With Scion and now American Idea, Trump Hotels appears to be making a strategic shift, as its two newest brands are the first in the collection to steer clear of the Trump namesake.