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Brands & branding

Take care when referring to brands, whether they belong to us, our partners, or even our competitors. If you have a question about how to spell, punctuate, or use the name of brand, restaurant, venue, or anything, a quick Google will give you the answer. And it never hurts to double-check if you think you already know.

Hilton brands, trademarks, and products

Hilton’s family of brands, products, services, and trademarks is constantly growing. It’s essential that we always write their names in a consistent way. If we don’t respect our brands, who will?


  • Canopy by Hilton
  • Conrad Hotels & Resorts
  • Curio Collection by Hilton
  • DoubleTree by Hilton
  • Embassy Suites by Hilton
  • Hampton by Hilton
  • Hilton
  • Hilton Garden Inn
  • Hilton Grand Vacations
  • Hilton Honors (writing guide)
  • Hilton Hotels & Resorts
  • Home2 Suites by Hilton
  • Homewood Suites by Hilton
  • LXR Hotels & Resorts
  • Motto by Hilton
  • Signia Hilton
  • Tapestry Collection by Hilton
  • Tru by Hilton
  • Waldorf Astoria Hotels & Resorts

Full brand guidelines and typography guidance

Products & services

Hotel names

Take care to write any property’s name correctly. Don’t use “the” before a hotel name unless it’s part of the property’s official name, in which case, it’s capitalized.

New services & features

Many services and features we create for the Web and mobile devices are not trademarked or fully branded (if at all) in guest-facing contexts. It’s best to refer to most of these services and features by their benefits, rather than our internal names.


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Third-party trademarks

Always obtain permission before using trademarked words and images on our websites. Check if there’s an existing agreement between Hilton and the relevant third party regarding usage; e.g., Serta, Coca-Cola, or the US Olympic Committee. Read more