When will the Master License expire for Atwell Suites if either Holiday or SCH elect not to renew?
Atwell_Suites Franchise · 2025 FDDAnswer from 2025 FDD Document
Holiday grants you the right to operate a Hotel under the trade names, trademarks, service marks, trade dress and logos used to identify your Hotel. In accordance with the Master License (see Item 1), Holiday has obtained from SCH, for a constantly renewing 25-year term, the right to use and license the use of marks associated with the Brand System including without limitation the marks "IHG," "Atwell Suites," and associated logos. If either Holiday or SCH elect not to renew the Master License, expiration will take place 25 years from the date of the non-renewal notice.
Source: Item 13 — TRADEMARKS ITEM 13 (FDD pages 88–89)
What This Means (2025 FDD)
According to the 2025 Atwell Suites Franchise Disclosure Document, Holiday has obtained a constantly renewing 25-year term Master License from SCH to use and license marks associated with the Brand System, including "IHG," "Atwell Suites," and associated logos. If either Holiday or SCH chooses not to renew this Master License, the expiration will occur 25 years from the date of the non-renewal notice.
This means that an Atwell Suites franchisee's right to operate under the Atwell Suites brand is tied to this Master License agreement. If the Master License is terminated, franchisees could lose the right to use the Atwell Suites trademarks and operate under that brand. This is a significant risk factor for potential franchisees.
It is important for prospective franchisees to understand the terms of the Master License agreement and the potential consequences of its termination. While the Master License has a constantly renewing 25-year term, the non-renewal by either Holiday or SCH would trigger the expiration 25 years from the date of the non-renewal notice. Therefore, it would be prudent for a potential franchisee to inquire about the likelihood of non-renewal and to assess the potential impact on their investment.