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The Court of Appeals for the Eighth Circuit ruled that a hotel franchisor did not break its promise of territorial protection when it licensed a different hotel brand to operate near a current franchisee, because the franchise agreement protected only the franchisee’s own brand.
In 2011, franchisee, T&T Management, Inc. (“T&T”) signed a franchise agreement to operate a Country Inn & Suites hotel in Port Orange, Florida. The agreement gave T&T a “Protected Area,” a zone where the franchisor promised not to operate or license other hotels using the Country Inn & Suites (“Country”) trademarks.
Choice Hotels International, Inc. (“Choice”) acquired the Country brand in 2022 and assumed the franchisor’s obligations. Before acquiring Country, Choice had licensed Sunshine Fund Port Orange, LLC (“Sunshine”) to open a WoodSpring Suites hotel (“WoodSpring”) inside T&T’s Protected Area.
T&T sued, arguing that Choice’s other brands became part of Country’s system once Choice became the franchisor, so WoodSpring qualified as a Country trademark which was included in T&T’s Protected Area. According to T&T, Choice’s licensing of the WoodSpring mark to Sunshine within its Protected Area constituted breach of T&T’s franchise agreement.
The Eighth Circuit disagreed and found that T&T’s franchise agreement unambiguously permitted the franchisor to grant licenses for non-Country branded hotels within the Protected Area and held that the district court correctly dismissed T&T’s breach of contract claims against Choice. The court also noted the franchise agreement clearly defines “Marks” as the Country Inn & Suites trademark and the other identifiers for the Country System.
Additionally, the franchise agreement expressly granted Choice the right to license other entities, anywhere and at any time, to: (1) “use any trademarks, trade dress, trade names, reservation systems, or franchise systems that are acquired by [Choice],” and (2) operate “hotels using other systems and marks.” This language in the franchise agreement unambiguously authorized the WoodSpring license inside the Protected Area.
This decision illustrates how small drafting choices can decide major disputes. Franchisors, particularly those that own or plan to acquire multiple brands, should define territorial protections precisely and expressly reserve the right to operate or license other brands within a franchisee’s territory. Franchisors should consult franchise counsel to ensure franchise agreements are drafted to protect growth plans and reduce potential liability.
T&T Mgmt., Inc. v. Choice Hotels Int’l, Inc., 179 F.4th 1129 (8th Cir. 2026)
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