Delta Air Lines Sues Marriott, Says “Delta Hotels” Confuses Travelers

Delta Air Lines has sued Marriott International, accusing Marriott of trying to “hijack” its name recognition by expanding Delta Hotels into the US using branding that looks similar to the airline’s own.

Marriott acquired Delta Hotels, a Canadian hotel chain, in 2015 and has since rapidly expanded it throughout North America.

Delta Air Lines, which has used its “DELTA” trademark for years, argues that Marriott’s use of the same name, alongside a comparable dark-blue logo and font, creates brand confusion among travelers who might assume an affiliation between the two companies.

The airline cites overlapping customer segments, loyalty programs, and booking channels as evidence that Marriott’s move could dilute its brand value.

Marriott, however, maintains that “Delta Hotels” existed long before the acquisition and continues to function independently. It also notes that the word “Delta” is common in geographic and business contexts, making exclusive ownership unreasonable.

The case, being heard in a Georgia federal court, centers on whether consumers are likely to confuse the source or sponsorship of the “Delta” brands. The airline is pursuing unspecified monetary damages, including treble and punitive damages.

The trial could set important precedents on brand protection in the travel sector.

This month, Delta Air Lines announced a record revenue for Q3 2025, reporting $15.2 billion and a profit of $1.4 billion.

Photo by Miguel Ángel Sanz on Unsplash