Can Embassy Suites By Hilton withdraw the Principal Mark from use?
Embassy_Suites_By_Hilton Franchise · 2025 FDDAnswer from 2025 FDD Document
You may use the Marks only in connection with the System and only in the manner we designate, as set out in the Franchise Agreement and the Standards. We may designate additional Marks, change the way Marks are depicted, or withdraw Marks from use at any time. We will not withdraw the Principal Mark. We may limit what Marks each brand of hotel may use.
Your Hotel will be initially known by the trade name set forth in the Addendum ("Trade Name"). We may change the Trade Name at any time, but we will not change the Principal Mark. You may not change the Trade Name without our specific written consent.
Source: Item 13 — TRADEMARKS (FDD pages 70–72)
What This Means (2025 FDD)
According to Embassy Suites By Hilton's 2025 Franchise Disclosure Document, while Embassy Suites By Hilton can designate additional marks or change how marks are depicted, they will not withdraw the Principal Mark. The Principal Mark is the licensed trademark "Embassy." However, Embassy Suites By Hilton may change the Trade Name of the hotel at any time, but not without the franchisee's written consent.
This means that as a franchisee, you can be assured that the core brand name, "Embassy", will remain consistent. However, the specific trade name used for your hotel location could be subject to change by Embassy Suites By Hilton. While the core brand is protected, franchisees should be aware that the specific name their hotel operates under could be altered, potentially impacting local recognition and marketing efforts.
Prospective franchisees should seek clarification on the criteria and process Embassy Suites By Hilton uses for changing trade names, as well as any support provided to franchisees during such a transition. Understanding the factors that might lead to a trade name change and the potential impact on the business is crucial for making an informed investment decision.