Paris Hilton, the heiress and reality TV star, plans to launch her own brand of luxury hotels, opening properties in Dubai, New York and Las Vegas, according to Forbes.
Hilton is the great-granddaughter of Conrad Hilton, the founder of Hilton Hotels. The new brand is expected to be eponymous.
Speaking to the LA Times, Hilton said: “I’m getting into real estate, following [in] my family’s footsteps, but my own thing, without the Hilton name.”
The properties are not her first hospitality project. The celebrity heiress has already collaborated with Century Properties in the Philippines on the launch of the Paris Beach Club at Azure Urban Resort Residence. The second Paris Beach Club is currently under construction in Parañaque, north of Manila.