Can Delta Hotels By Marriott change the designated name of the hotel?
Delta_Hotels_By_Marriott Franchise · 2025 FDDAnswer from 2025 FDD Document
You must identify your hotel using the name we designate, which we may change at our discretion. We may develop additional trademarks for use in the operation of Delta Hotels, or we may withdraw or substitute trademarks. You must modify or discontinue the use of a trademark or the hotel name at your expense if we modify or discontinue it.
Source: Item 13 — TRADEMARKS (FDD pages 104–106)
What This Means (2025 FDD)
According to Delta Hotels By Marriott's 2025 Franchise Disclosure Document, the company has the authority to change the designated name of the hotel. Franchisees are required to identify their hotel using the name that Delta Hotels By Marriott designates, and this name can be changed at their discretion. Delta Hotels By Marriott may also develop additional trademarks for use in the operation of Delta Hotels, or they may withdraw or substitute trademarks.
This means that a franchisee must comply with any changes to the hotel name or trademarks implemented by Delta Hotels By Marriott. If Delta Hotels By Marriott modifies or discontinues a trademark, the franchisee is responsible for modifying or discontinuing its use at their own expense. This could involve updating signage, marketing materials, and other branded items to reflect the new name or trademark.
This provision allows Delta Hotels By Marriott to maintain brand consistency and adapt to market changes. However, it also places the financial burden of rebranding on the franchisee. A prospective franchisee should consider these potential costs and ensure they have the resources to comply with any rebranding requirements imposed by Delta Hotels By Marriott during the term of their franchise agreement.