What happens if Springhill Suites By Marriott does not have a federal registration for some of its principal trademarks?
Springhill_Suites_By_Marriott Franchise · 2025 FDDAnswer from 2025 FDD Document
ITES BY MARRIOTT | 5710599 | 26-Mar-2019 | | (STYLIZED 2017) | | |
We have filed all required affidavits.
We do not have a federal registration for some of our principal trademarks. Therefore, those trademarks do not have as many legal benefits and rights as federally registered trademarks. If our right to use a trademark is challenged, you may have to change to an alternative trademark, which may increase your expenses. Once we obtain a federal registration, however, our rights derived from federal registration of the trademark will be effective as of the filing date of the application.
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 SpringHill Suites 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 102–104)
What This Means (2025 FDD)
According to Springhill Suites By Marriott's 2025 Franchise Disclosure Document, the company does not have federal registrations for all of its principal trademarks. This has significant implications for franchisees. Trademarks without federal registration do not have as many legal protections as those that are federally registered.
If Springhill Suites By Marriott's right to use a trademark is challenged, franchisees may be required to switch to an alternative trademark. This change could lead to increased expenses for the franchisee, as they would need to update signage, marketing materials, and other branded items. However, once Springhill Suites By Marriott obtains a federal registration for a trademark, the rights derived from that registration will be effective as of the filing date of the application.
The FDD also states that franchisees must use the name designated by Springhill Suites By Marriott for their hotel, and this name can be changed at the company's discretion. Springhill Suites By Marriott may also develop, withdraw, or substitute trademarks, and franchisees are responsible for the costs associated with modifying or discontinuing the use of a trademark or hotel name if required by the company. Franchisees are prohibited from using the trademarks "SpringHill," "SpringHill Suites," or "Marriott," or any confusingly similar marks in their corporate name, trade name, email address, domain name, or other electronic identifiers. Unauthorized use of these marks can result in a fee of $100 per day and potential limitations on access to reservation and distribution channels.