new york july 27 story paragraph correct say midscale brand announce past year half paragraph 12 correct description ihg brand holiday inn express holiday inn correct say new brand would aim capture part 20 billion market rather generate 20 billion revenues trump hotels diversify longtime focus luxury market 10 hotels pipeline recently announce midscale american idea chain chief executive eric danziger say interview reuters new chain product conversations last year president donald trump sons donald trump jr. eric trump lack options midscale market franchise thus directly operate trump hotels unlike company properties closely hold trump hotels part trump organization announce brand last month say strike deal chawla pointe llc open three properties mississippi 10 properties come fruition deal would thrust trump hotels midscale market time hotel company extend range area hilton worldwide hold inc hlt.n intercontinental hotels group plc ihg.l announce new midscale brand past year half generally midscale product different name danziger say phone interview week add american idea would differentiate decor describe flea market chic decor design tailor local industries landmarks danziger say american idea hotels would conversions brand first expect open early 2018. advertise set begin next month say danziger decline provide detail potential new american idea locations say deal finalize say negotiations owners different part country trump hotels whose best-known properties luxury hotels major cities like new york chicago washington las vegas early year unveil third brand scion low price traditional trump hotels aim millennials u.s. president turn management umbrella trump organization january trust control two old sons still own businesses include hotels draw revenue time among large chain hilton hop tru brand eventually large supplant company hampton inn tru global head alexandra jaritz say phone interview brand room price rise time leave gap hilton portfolio 100-to- 120 price point jaritz say intercontinental also announce unnamed midscale brand june expect price point 10 15 less holiday inn express brand could eventually capture part estimate 20 billion market segment heather balsley ihg senior vice president americas brand market tell reuters trump hotels talk 10 new franchise midscale brand