Hyatt Challenges Hilton Over Brand Trademark Use
Hyatt opposes Hilton's Select brand name, citing potential infringement on its own registered trademark.
Updated on Oct. 30, 2026 in Hotels
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Hyatt has filed a formal trademark opposition against Hilton with the U.S. Patent and Trademark Office. The challenge concerns Hilton's use of the name Select, which Hyatt claims conflicts with its own registered Hyatt Select trademark.
Why it matters
The dispute highlights the competitive value of brand identity within the hospitality sector where distinct names are used to anchor specific service tiers. Both companies are now pursuing a private resolution to avoid a protracted legal battle over the naming rights.
Hyatt holds one registered Hyatt Select trademark along with two additional pending applications for the same brand name. The company formally initiated the opposition through the Trademark Trial and Appeal Board.
The players
Hyatt
Hyatt is a global hospitality company that manages and franchises a portfolio of hotels, resorts, and vacation properties.
Hilton
Hilton is a multinational hospitality corporation that operates a large portfolio of hotels and resorts across various price points.
Trademark Trial and Appeal Board
This administrative body within the U.S. Patent and Trademark Office hears and decides adversary proceedings regarding federal trademark registration.
The details
Hyatt filed the official opposition with the Trademark Trial and Appeal Board to protect its intellectual property claims. Following the initial filing, both hotel groups moved to suspend the legal action to engage in settlement discussions.
Timeline
On Monday, October 26, 2026, Hyatt filed an opposition with the trademark board.
On Friday, October 30, 2026, the companies confirmed the suspension of legal action.
Travel Outlook
Trademark disputes are an increasingly common logistical reality in the hospitality industry as major chains expand their brand portfolios. This conflict follows the standard legal protocols for intellectual property protection established under the Lanham Act.
While the legal battle is currently suspended, consumers should note that potential rebranding efforts by Hilton could change how specific properties are identified on booking sites. Travelers are advised to confirm brand names when searching for specific amenities to avoid confusion during the negotiation period.
The takeaway
Naming rights remain a critical component of hotel marketing strategies in a crowded hospitality market. Companies prioritize these legal protections to ensure that brand recognition translates directly into customer bookings.
Further reading
For more information on current industry developments, see our Hotels section.
Source note: This article includes information reported by Skift.
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