Skift Take
Hilton has struggled to get the H3 brand trademarked for its new extended-stay hotels. Some alternative names it's considering include Livsmart, filings showed.
Hilton is considering as many as 14 names for upcoming hotel brands, its recent trademark filings show.
But only a couple of these names are likely to ever appear on hotel signs. Hilton's trademark filings only signal an intent to create brands, and the company could still decide against following through.
"For competitive reasons, we do not comment on our trademark filings," said a Hilton spokesperson.
Hilton seeks a hotel brand name for its Project H3.Hilton announced in May an extended-stay apartment suites hotel concept — tentatively called Project H3.
CEO Chris Nassetta acknowledged in September that the trademark process is slow when he spoke on-stage at the Skift Global Forum 2023 about upcoming brands.
"What we affectionately call Project H3, we will have a name for in the next few weeks," Nassetta said. "It takes a long time to get IP [intellectual property]