For the Embassy Suites franchise, what are franchisees prohibited from doing regarding trademark or service mark registration of the Marks or confusingly similar marks?

According to the 2025 Embassy Suites Franchise Disclosure Document, franchisees are explicitly prohibited from registering trademarks or service marks related to the Embassy Suites brand. Specifically, franchisees cannot apply for or obtain any trademark or service mark registration of any of the Marks or any confusingly similar marks in their name or on behalf of anyone else. This restriction is in place to protect the goodwill and integrity of the Embassy Suites brand and its associated marks.

This means that a franchisee cannot attempt to register any variations or similar marks that could be associated with the Embassy Suites brand. The franchisee acknowledges that they are not entitled to receive any payment or other value from Embassy Suites or its affiliates for any goodwill associated with their use of the System or the Marks. This ensures that the franchisor maintains exclusive control over its brand identity and prevents franchisees from potentially creating confusion in the marketplace or claiming ownership over brand-related assets.

This is a standard practice in franchising, as franchisors need to maintain consistent branding across all franchise locations. By preventing individual franchisees from registering trademarks, Embassy Suites ensures uniformity and protects its brand equity. Franchisees must rely on the licensed use of the Marks granted by the franchise agreement and cannot independently seek to establish trademark rights related to the brand.