Can Surestay Hotel By Best Western change the trademarks, and who bears the cost?

According to Surestay Hotel By Best Western's 2025 Franchise Disclosure Document, the company has the right to modify its trademarks. Specifically, Surestay Hotel By Best Western may change any of the Marks, or the way in which any of them are depicted, at any time.

However, this right comes with a financial responsibility for the franchisee. If Surestay Hotel By Best Western decides to change the trademarks, the franchisee will bear the expense of implementing these changes.

This is a notable point for potential franchisees as it means they must be prepared to cover costs associated with rebranding or updating signage and marketing materials if Surestay Hotel By Best Western decides to alter its trademarks. Franchisees should factor in potential future costs for these changes when evaluating the overall investment and profitability of a Surestay Hotel By Best Western franchise.