How is the definition of 'Brand' modified for an Embassy Suites franchise that operates an eforea spa?

According to Embassy Suites's 2025 Franchise Disclosure Document, the definition of "Brand" is modified when an Embassy Suites franchise also operates an eforea spa. In this case, "Brand" refers to both the brand name of the hotel as specified in the addendum to the franchise agreement and the brand name "eforea" specifically for the spa operations. This means that the Embassy Suites franchisee is licensed to use both brand names, but must adhere to the standards and systems associated with each.

This distinction is important because it clarifies that the eforea spa is not simply an amenity of the Embassy Suites hotel, but a distinct business operating under its own brand identity within the hotel. The franchisee must follow the operating standards and guidelines set by Embassy Suites for the hotel and also those set for the eforea spa. This includes adhering to specific standards for design, construction, renovation, marketing, and service quality unique to eforea spas.

The modification also affects the use of trade names. While the hotel operates under the trade name specified in the addendum, the spa within the hotel will be known as "eforea," unless Embassy Suites approves a different name. This separation of brand and trade names allows for distinct marketing and operational management of the spa, while still aligning it with the overall Embassy Suites brand. The franchisee must recognize that the license to operate the eforea spa is non-exclusive and subject to Embassy Suites's standards and potential modifications.