In the wake of countless new luxury hotel collections (Crillon, 1 Hotels, Waldorf-Astoria, Baccarat, to name a few), Mr. Trump has decided to launch his own. The flagship for this new brand is the Trump International Hotel & Tower New York. Touted as "raising the bar on top-end travel experiences," the Trump Hotel Collection will showcase the new Spa at Trump with signature Trump-inspired treatments and an exclusive line of skin-care products by Kate Somerville. What else is in store? Customized service that will "go beyond butler service" because of the intrusive detailed record of personal guest preferences. In addition to the NY hotel, the collection will include two forthcoming properties in Chicago and Las Vegas, set to debut within the next few months. There are projects in the works in Fort Lauderdale, New Orleans, NY's Soho neighborhood, Waikiki, Toronto, Cap Cana, Mexico's Baja Peninsula, Panama City, Aberdeen, Scotland, and Dubai *of course*. Will this really be "the next generation of luxury hospitality?"