Two major hotel operators have entered into a trademark dispute centered on the use of the word “select” in their respective brand portfolios. Hyatt initiated legal action by filing an opposition with the U.S. Patent and Trademark Office’s Trademark Trial and Appeal Board, seeking to prevent Hilton from registering the name Select by Hilton. The opposition was filed on Monday and cited Hyatt’s existing registered trademark for Hyatt Select, along with two additional pending applications related to the term.
The hospitality industry has increasingly developed multiple sub-brands and tiered property classifications as companies seek to differentiate their offerings across various market segments and price points. This expansion of brand portfolios has created a competitive landscape where naming conventions and trademark protections have become more critical to maintaining brand identity and market positioning.
In a coordinated move, both companies agreed to suspend litigation proceedings immediately after Hyatt’s initial filing. This decision suggests the parties view settlement as a viable path forward rather than pursuing protracted legal proceedings. On Friday, representatives from both Hilton and Hyatt issued identical statements confirming their mutual agreement to halt the action while continuing to pursue an acceptable resolution to the naming conflict.
The dispute highlights the challenges facing large hospitality corporations as they attempt to create distinct brand architectures within an increasingly crowded marketplace. With multiple established hotel chains each operating numerous sub-brands targeted at different customer segments and price ranges, the availability of distinctive naming conventions has become more limited, potentially leading to increased instances of trademark conflicts within the industry.
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