Hyatt and Hilton Clash Over Select Trademark Name
Hyatt files an opposition against Hilton's Select by Hilton trademark with the USPTO, while both hotel giants agree to suspend the case for talks.
Stock photo for illustration only, not from the actual event
- Hyatt filed an opposition against Hilton's Select by Hilton trademark at the Trademark Trial and Appeal Board.
- The filing cites Hyatt's registered Hyatt Select trademark and two other pending applications.
- Both hotel companies filed a joint motion with mutual consent to suspend the case for settlement talks.
- Select by Hilton launched in March 2026 as a collection brand, while Hyatt Select debuted in February 2025 for smaller markets.
As major hospitality corporations continuously expand their portfolios with sub-brands and brand collections, the industry is gradually running out of vocabulary. This label factory model is increasingly resulting in naming collisions and intellectual property disputes.
Hyatt has initiated legal action by filing an opposition with the U.S. Patent and Trademark Office's Trademark Trial and Appeal Board to block Hilton from registering the name Select by Hilton. The move directly references Hyatt's own registered Hyatt Select trademark along with two pending applications.
Stock photo for illustration only, not from the actual event
Despite the formal opposition, the litigation has been put on hold. Hyatt filed a motion, with Hilton's explicit consent, to suspend the legal proceedings while both corporate entities engage in settlement negotiations.
Trademark conflicts in the hospitality sector often arise when large hotel chains aggressively introduce collection brands or partnership frameworks. Hyatt's legal challenge highlights the growing concern over brand differentiation and consumer confusion when corporate naming conventions overlap within similar market segments.
Spokespeople for both Hilton and Hyatt provided identical statements confirming that they have mutually agreed to suspend the legal action while continuing to work toward an amicable resolution.
Although both brand designations share the word "select," their operational functions differ significantly. Hilton introduced Select by Hilton in March 2026 as a collection brand designed to integrate independent chains such as Yotel into its loyalty and distribution networks without acquisition. In contrast, Hyatt unveiled Hyatt Select in February 2025 as an upper-midscale conversion brand tailored for smaller markets.
Josh Gerben, a trademark attorney commenting on general legal precedents, noted that an administrative opposition only addresses federal registration rights. Forcing a complete name change or seeking financial damages would require a separate court litigation, which Gerben estimated could easily range between $200,000 and $500,000 or more. He also pointed out that the parties had spent roughly five months without reaching an agreement, suggesting that Hyatt's concerns extend beyond minor naming overlap.
Source: Skift
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