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Paris Hilton, the great-granddaughter of Conrad Hilton, who founded the Hilton Hotels group, will launch her own chain of luxury beach-themed hotels, with three properties planned for Dubai, New York and Las Vegas.

Paris with her sister Nicky already operates properties under the Nicky O brand in Chicago and Miami. The Paris-branded hotels will not be part of the Hilton Hotels group.

A launch date for the hotels is yet to be announced.