How Booking.com Won Its Fight for a Trademark

Marketing had a lot to do with it

Booking.com's original trademark application was rejected because its name was deemed too generic. Booking.com, Getty Images

Travelers don’t lack for brands and businesses to help when booking a trip. That simple verb, long used by travel agents and travelers high on anticipation, is inarguably generic. But, when tied to a web domain, Booking.com represents a 20-year-old online travel agency that can officially be trademarked and protected, according to the Supreme Court.

@RyanBarwick ryan.barwick@adweek.com Ryan is a brand reporter covering travel, mobility and sports marketing.
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