Is Marriott Preparing a New Brand? What Its Global Trademark Filings Reveal
Photo Credit: The lobby of the Marriott headquarters in Bethesda, Maryland. Marriott
Skift Take
Marriott’s global sprint to lock down ‘Matter Hotels’ looks less like routine brand protection and more like prep for a launch.
Marriott has filed trademarks and registered related web domains for "Matter Hotels by Marriott," a sign that the hotel giant may be preparing to add another brand to its 37-brand portfolio.
The company declined to comment Friday, saying it had nothing to share at this time.
The trademark filing comes just days after CEO Anthony Capuano identified specific "whitespace" in the group's "brand architecture" at an industry conference.
What We Know The U.S. trademark application was filed on March 17 with the Patent and Trademark Office. The filing covers potential hotel, restaurant, and bar services, spa and beauty services, as well as entertainment, events, and casino services. Marriott registered five website domain names related to Matter Hotels between March 13 and March 16. Marriott filed internationally in a burst of activity starting March 12, with 14 applications spanning the UK, Canada, the European Union, Costa Rica, Argentina, a
