Company registers domain names for Motto hotel brand.

In 2015 I scooped that Hilton (NYSE: HLT) was getting ready to launch a new hotel brand called Tru because of domain names it had registered. The company is now getting ready to launch a hotel brand called Motto.

Yesterday, Hilton registered these domain names:

HiltonMotto.com
hiltonmottohotels.com
mottobyhilton.com
mottochicago.com
mottodallas.com
mottohilton.com
mottohotelchicago.com
mottohoteldallas.com
mottohotelnewyork.com
mottohotelorlando.com
mottohotels.com
mottohotelsanfrancisco.com
mottonewyork.com
mottoorlando.com
mottosanfrancisco.com

While the domain names tip the company’s hand, a keen observer of trademark filings would have picked up on this earlier. In April, Hilton filed an intent-to-use trademark application for Motto for “Rental of temporary accommodation; reservations of temporary accommodations; hotel, motel, bar, café and restaurant services.”

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