She may be trying to break away from the family name but being a descendant of a famous hotelier, which is an understatement, certainly doesn’t hurt Paris Hilton as she tries to open her own hotels. The former reality TV star is all set to lend her expensive taste and experience to three new beach-themed hotels in New York, Dubai and Las Vegas. While some may see shades of empire-builder Conrad Hilton here, we see the orange hues of Trumpist ambition.

Having become a household name in the early 2000s, the socialite has been a branding machine, even when she’s out of the spotlight (as she has been of late). Her growing lifestyle empire, which already includes perfume, sunglasses, shoes, clothing, makeup and watches, is set to see some growth with her three Paris-branded luxury properties.

Based on the holiday destinations she visits the most, the projects will not be affiliated with the Hilton brand nor the publicly traded company that owns them, Hilton Worldwide. These new collaborations will join her other luxury hotel development in the Philippines at the Azure Urban Resort Residences. The property at Paranaque City features nine residential buildings named after beach cities such as Rio, Santorini and St. Tropez.

A separate section of the resort, Azure North, will feature towers named after Hitlon’s favorite beach destinations such as Bali, St. Barth’s, Barbados and Kauai. Other features of the resort include a garden, open park, lap pool, waterfalls and a man-made, white sand beach. This growing global empire is certainly a long way from being tabloid fodder and it is safe to say that she is not slowing down. Who knows, one day she may even run for President of the USA…