While President Donald Trump , promising reform on healthcare, tax and a "great wall" on the southern border, his namesake son was also hard at work - to the north.

Donald Trump Jr., leading his adult siblings - minus Ivanka - and their spouses, to the grand opening of the $360 million (Canadian dollar) Trump International Hotel & Tower Vancouver, in the face of local criticism.

Mayor Gregor Robertson boycotted the ceremony; Vancouver City Councillor Kerry Jang told CNBC he believes the Trump brand is no longer a symbol of luxury.

"It's now synonymous here with bigotry and sexism and that type of branding has no place in the city of Vancouver ... it's like a beacon of racism."

Jang has led a local campaign against the new hotel, which the Trump Organizati

on hails as the city's second-tallest building.

"I think Donald Jr. called me disgusting and [said] I should be ashamed of myself. He also said that about the Mayor and the Premier of the Province. So you know it's typical Trump rhetoric."

News of the latest Trump hotel comes as Insights West research showed 65 percent of British Columbians, and almost half of Canadians overall would be either 'very likely' or 'somewhat likely' to boycott a hotel, restaurant or store located in a Trump branded property.