Hilton and Hyatt may be getting into a lengthy legal battle over the use of the word “Select,” with Hyatt claiming that Hilton is trying to copy it. Is there merit to this case, or is there enough difference between the two brands that it won’t cause confusion? This is an interesting situation…

Hilton & Hyatt are both using “Select” branding

Hyatt tries to block Select by Hilton trademark filing

Bottom line

Hilton & Hyatt are both using “Select” branding

In February 2025, Hyatt announced its newest hotel brand, Hyatt Select . The idea is that this is an “upper-midscale transient brand designed to meet the needs of modern travelers while delivering an efficient, cost-effective model for owners.”

Hyatt Select property rendering

In other words, if you have a very basic limited service hotel and don’t want to make many changes, Hyatt is happy to take a cut on all revenue in exchange for it being bookable through Hyatt channels, and being part of World of Hyatt.…