A small business that offers people the chance to stay in a retro caravan atop a Melbourne car park has been forced to rebrand after a hotel giant argued its name was too similar to their own. 7NEWS
HOTEL NO, which was previously called NOTEL, prides itself on being nothing like a normal hotel.
HOTEL NO is an “accommodation experience” that offers customers the chance to stay overnight in 1970’s Airstream caravans.It’s for this reason the company were surprised when hotel giant Novotel opposed their original trademark NOTEL, arguing that it “would be likely to deceive or cause confusion”. Accor argued that NOTEL was “substantially identical or deceptively similar” to Novotel, and that the name was too similar given Novotel’s reputation in Australia.
As a result, it was found the two names may cause confusion with customers as to “if there is some connection between the services offered”.Facebook / HOTEL NO “We were a small business closed for two years practically with COVID and as soon as we were able to reopen again, we had to fully rebrand our name ... so pretty stressful.”While the outcome was disappointing, Laird says the company has decided not to dwell on what happened.
HOTEL NO has chosen to deal with the situation in a light-hearted manner, as shown on its social media pages.In the video, gift boxes branded with NOTEL are covered up by stickers with the hotel’s new name.was jovial in spirit, Laird said that was something the company actually had to do.
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