Delta Air Lines Takes Aim at Marriott in Brand Confusion Lawsuit

Delta Air Lines has initiated a legal battle against Marriott International, alleging that the hotel giant’s "Delta Hotels" brand is causing confusion and diluting the airline’s established name and goodwill. The lawsuit, which is now proceeding to trial, centers on claims that Marriott’s expansion of the Delta Hotels brand, particularly in the United States, unfairly leverages Delta Air Lines’ reputation.

Key Takeaways

• Delta Air Lines is suing Marriott, claiming trademark infringement and brand confusion.
• The lawsuit focuses on Marriott’s expansion of the Delta Hotels brand, acquired in 2015, into the U.S. market.
• Delta Air Lines argues that Marriott’s use of the "Delta" name in the travel industry is intended to capitalize on the airline’s established brand equity.
• Marriott acquired the Canadian-based Delta Hotels chain in 2015.

The Core of the Dispute

Delta Air Lines contends that Marriott’s acquisition and subsequent significant expansion of the Delta Hotels brand, particularly into the United States, constitutes an attempt to "hijack" its brand and goodwill. The airline argues that consumers may be confused into believing the hotels are affiliated with the airline, especially given both operate within the broader travel industry. Delta Air Lines asserts that this perceived association unfairly benefits Marriott and potentially tarnishes the airline’s premium image.

Marriott’s Acquisition and Expansion

The Delta Hotels brand originated in Canada in 1962 and was acquired by Marriott International in 2015. Since the acquisition, Marriott has significantly grown the brand’s portfolio, including establishing a notable presence in the United States. Delta Air Lines claims that this expansion was strategically motivated by the desire to leverage the airline’s well-established brand recognition and positive reputation.

Legal Arguments and Industry Context

While both entities operate in the travel sector, they are not direct competitors. However, airlines are increasingly involved in selling hotel stays, and Delta Air Lines argues that the existence of "Delta Hotels" complicates its ability to offer its own hotel booking services under a similar name. The case highlights the complexities of trademark law in overlapping industries and the potential for brand confusion, even when the core businesses differ. The trial will examine whether a reasonable consumer would be confused between the two "Delta" brands and the extent to which Marriott’s use of the name infringes on Delta Air Lines’ established rights.

Sources

• Delta Accuses Marriott Of Hijacking Its Brand — Trial To Force Name-Change Now Underway, View from the Wing.
• Delta Air Lines Sues Marriott For "Hijacking" Brand With Delta Hotels, One Mile at a Time.