Former reality show star with hotel pedigree planning brand launch

(Paris Beach Club)

Paris Hilton is back in the news, but this time the buzz is about the likelihood of the heiress following in the footsteps of her legendary great-grandfather, Conrad, who founded Hilton Hotels.

Paris Hilton

Several sources are reporting that the younger Hilton wants to launch her own brand of luxury hotels, opening properties in Dubai, New York and Las Vegas. But the brand will not be affiliated with the company that shares her name.

The upcoming hotels are expected to all include a beach theme. This is no quirk, but an homage to her early work in hospitality design. Hilton designed the Paris Beach Club for Century Properties’ Azure Urban Resort Residence in the Philippines. Her second Paris Beach Club recently broke ground North of Manila at the Azure Urban Resort Residences in Parañaque.

Century Properties is a major Filipino real estate development company, and has additional launches including the Milano Residences with Versace Home interiors and the new Trump Tower Century City in Manila with a New York City Soho theme.

“Her unparalleled style that made her a successful businesswoman and a style icon, as well as her zest for living the good life are the qualities that we would like to incorporate into our vacation-inspired residential property” John Victor Antonio, Century Properties CEO and project head of Azure, told Forbes. “With her exposure to the best beaches around the world…we believe that we’ve made the right choice in partnering with someone who appreciates urban resort style living and who can lend a world-class touch to Azure.”