What happened
LoyaltyLobby reports that Hyatt has opposed Hilton's Select by Hilton mark at the USPTO Trademark Trial and Appeal Board after both companies rolled out Select hotel brands in 2025.
Hyatt Select is Hyatt's lower-priced hotel collection. Hilton is building Select by Hilton as a collection brand that would put outside names such as YOTEL into Hilton Honors and its distribution. Hyatt's filing argues that guests could confuse the two Select names. Select is an ordinary word with little distinctiveness on its own. The Hilton house name attached to the mark may further weaken a confusion claim. The products also sit in different parts of the market: budget Hyatt hotels against a Hilton collection for independent brands.
Award charts and earning are untouched. The case is a name fight over Hyatt's cheaper Select hotels and a Hilton collection meant to bring outside brands into Hilton Honors.
Nothing to book; watch whether either brand is renamed if the opposition succeeds.
- Numbers
- 2025 year: year both companies launched their Select brands
- Links
- Offer page Select by Hilton brand page hilton.com
- Offer page Hyatt Select brand page hyatt.com
- Takeaway
- Nothing to book; watch whether either brand is renamed if the opposition succeeds.