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price, they book, they arrive. Only they arrive at someone else’s hotel. All your marketing, all your advertising dollars went to put the money in someone else’s pockets. The second scenario is even worse. Imagine a customer who had a horrible experience at a hotel with the same name as yours. It could even be a hotel in a different city or province. The staff was rude, the coffee was cold, the pillows were flat, and the toilet wouldn’t flush. Expect a review about your hotel. Your future potential guests will find it on Google — and book elsewhere. There is a reason you created your branding and invested in marketing it. Don’t lose your customers by letting your direct and indirect competitors take advantage of your brand or worse yet, ruin it. 2. A registered trademark is the best insurance policy against forced rebranding. Let’s take it one step further. What if another hotel in a different province uses the same name as you, and they register it as their trademark? Trademark registration protects your brand all across Canada. This means that if an Edmonton hotel trademarks its name, nobody can use the same or a similar name in Montreal, Toronto, or Vancouver — even if no one has ever heard about it there. How would you feel if one day you received a cease-and-desist letter from a law firm representing that Edmonton hotel with a bucketlist of demands? At that point, you would only have two options. The first one would be to get involved in a long legal battle. And trust me, these are not cheap. We are talking dozens, hundreds of thousands of dollars. The second option would be to rebrand. Change all your signage, letterheads, websites, advertising — everything. This one isn’t cheap either. Registering a trademark will not eliminate this risk completely, but it will minimize the risk of this happening at a cost that is barely noticeable. 3. A registered trademark has intrinsic value. If your business grows and you want to sell licences or franchises, having the brand trademarked is a must. A well-protected recognizable brand is the reason someone may want to work under your name, as opposed to starting their own from scratch. Even if you are not planning to franchise out or expand, at some point a successful hotel will transcend its owners. If you were to sell the business or leave it to your heirs, all goodwill in the name must be passed along as well. Just Do It Don’t kid yourself that your business is too small to bother about trademarks. If you are spending your time and money building the brand, you must do what it takes to protect it, especially since it’s so easy with the Trademark Factory®, a unique service offered by my firm. While there are several law firms in Canada that would be happy to do this job for you, we are the only firm that offers trademark registration at a single all-inclusive flat fee, with a 100 per cent money-back guarantee. ● With so much at stake, don’t wait. Go to http://trademarkfactory.ca and request your free trademark search. Andrei Mincov is an intellectual property lawyer with 20 years of experience, the best-selling author of The Ultimate Insider’s Guide to Intellectual Property and the creator of the Trademark Factory® 58 Western Hotelier Magazine
WESTERN BUYERS’ GUIDE 2015 HOME OF THE HYPNOS MATTRESS Hypnos Hospitality Natural Mattresses Hospitality The following Buyers’ Guide seeks to simplify the process of finding the best suppliers in the market. The guide is divided into two sections: the first lays out key suppliers alphabetically with full contact information; the second categorizes products and services listing the companies that supply them. A buyer merely has to search under the category listings and then cross reference to the first section. While every effort has been made to be fully comprehensive, if your name has been omitted please contact us for inclusion in next year’s directory. For a PDF version of the Buyers’ Guide visit our website. The Buyers Guide can be found there for the duration of 2015. For more information or to view our showroom - Call 780.444.1388 Araam Inc. is Canada’s premier manufacturer of both standard and custom mattresses. Our products are built with superior craftsmanship and the finest materials, which undergo our stringent quality assurance program. Dedicated to process and product development, assuring continual improvements in quality, comfort and the safety of our products. Implementing only world-class procedural methods, state of the art machinery and industry innovations. novations. This in turn produces exemplary products, complimented by our quality customer service. T: 780.444.1388 F: 780.930.4295 Toll Free: 1.866.649.7667 649.7667 info@araaminc.com www.araaminc.com www.hypnoscanada.com 11616 -178 Street Edmonton, AB Canada T5S 2E6 Western Hotelier Magazine 61
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Page 5 and 6: usiness NEWS Culinary Forecast Pred
Page 7 and 8: usiness NEWS SilverBirch Hotels & R
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Page 12 and 13: Laundry By Nicole Sherwood If cloth
Page 14 and 15: Tailored Look One of the newer prod
Page 16 and 17: Provincial Focus By Carly Peters Wi
Page 18 and 19: Department of Industry, Tourism, an
Page 20 and 21: PRODUCT SHOWCASE Clever Solutions B
Page 22 and 23: fewer closures expected in 2015, th
Page 24 and 25: True Key Hotels & Resorts Ltd. have
Page 26 and 27: Suites by Hilton and Best Western
Page 28 and 29: with a first mortgage loan in the a
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Page 46 and 47: across the WEST Alberta Realstar Ho
Page 48: Checking Out by Nicole Sherwood Nov

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