Delta Air Lines has formally accused Marriott International of trademark infringement in a case that proceeded to court on Monday, October 21, 2025, View from the Wing reports. The airline alleges that the world’s largest hotel chain has deliberately “hijacked” its brand identity through the expansion and rebranding of its Delta Hotels chain.
According to court documents, shortly after Marriott acquired the Canada-based Delta Hotels brand in 2015, the hotel giant altered the logo from a cursive font to a sans-serif typeface and dark blue color scheme that closely resembles Delta Air Lines’ established branding. The lawsuit, initially filed in 2020 but only now reaching trial, claims that Marriott has intentionally leveraged the airline’s brand reputation while creating consumer confusion in the travel marketplace.
Specific Allegations In The Delta Lawsuit
In its legal filing, Delta Air Lines explicitly accuses Marriott of adopting visual brand elements that deliberately mimic the airline’s established identity. The airline contends that Marriott changed Delta Hotels’ original cursive font to an all-caps, dark blue sans-serif font that bears striking similarities to Delta Air Lines’ long-standing branding.
Additionally, the airline claims that Marriott’s marketing of Delta Hotels properties near airports further contributes to consumer confusion. The legal dispute has been developing for several years, with Delta Air Lines initially filing the lawsuit in spring 2020, just before the COVID-19 pandemic disrupted the travel industry.
According to court records, the case has taken 5 years to reach trial, which is not unusual for complex trademark disputes. As part of the lawsuit, Delta Air Lines is seeking undisclosed monetary damages for the alleged harm to its brand.
Marriott’s Position On The Matter
Per Skift, Marriott has defended its use of the Delta Hotels brand, arguing that a previous coexistence agreement permits its continued use of the name. However, the court has reportedly limited the scope of this agreement to only China and Hong Kong, which could significantly impact Marriott’s defense strategy in the current proceedings.
Despite the ongoing legal challenge, Marriott has continued to operate and expand its Delta Hotels brand, which now includes prominent properties in locations like New York’s Times Square.
