In today's thriving global tourism industry, brands and trademarks, as intangible assets of enterprises, are becoming increasingly valuable. A strong travel service brand not only attracts customers and enhances market competitiveness but also shapes the international image of the enterprise. This article aims to introduce the main global travel service brands and the sectors they cover, explore the usage scenarios and characteristics of travel service trademarks, and deeply analyze the management strategies of travel service brand trademarks through specific cases in the past two years.

I. Overview of Major Global Travel Service Brands

In the landscape of the global tourism industry, many well-known brands have become industry leaders with their unique service models, outstanding brand images, and strong market influence. These brands cover various sectors such as travel agencies, hotels, resorts, and online tourism platforms, providing a rich and colorful travel experience for tourists worldwide.

1. Travel Agency Sector

As a core component of the traditional tourism industry, travel agencies have a number of long-standing and powerful brands. For example, China Tourism Group Co., Ltd. (referred to as "China Tourism Group"), as a state-owned backbone enterprise directly managed by the central government, has a business scope covering travel agencies, scenic areas, hotels, duty-free shops, and more, with many well-known travel brands such as Hong Kong China Travel Service and China National Travel Service. In addition, there are internationally renowned travel agency brands such as the European Travel Commission and the Bright Travel Agency, providing high-quality travel services to tourists around the world.

2. Hotel and Resort Sector

In the hotel and resort sector, international brands such as Marriott International, Hilton Hotels & Resorts, and Wyndham Hotels & Resorts have won the favor of global tourists with their luxurious accommodation environment and quality service experience. At the same time, some resort brands with regional characteristics, such as Club Med under Fosun Tourism Group, have also secured a place in the market with their unique leisure vacation model and rich cultural experience activities.

3. Online Tourism Platform Sector

With the rapid development of Internet technology, online tourism platforms have gradually become an important part of the tourism industry. Online tourism platforms such as Ctrip, Booking.com, and Expedia meet the diverse needs of modern tourists by providing convenient reservation services, a rich selection of tourism products, and personalized travel planning. In addition, some emerging online tourism platforms, such as Mafengwo and Tuniu, have also stood out in the market with their unique social attributes and innovative tourism service models.

II. Usage Scenarios and Characteristics of Travel Service Trademarks

As an important symbol of brand recognition, travel service trademarks have a wide range of usage scenarios and are diverse. From the promotional materials of travel agencies, the product identification of hotel rooms, to the website interface of online tourism platforms, and the icons of mobile applications, travel service trademarks are everywhere, becoming an important bridge connecting enterprises and consumers.

Usage Scenarios

1. Advertising and Promotion: Travel agencies, hotels, and resorts use trademarks extensively to attract the attention of potential customers when promoting their products and services.

2. Physical Stores and Online Platforms: Whether it's the signs and interior decorations of physical stores or the website interfaces and mobile application interfaces, trademarks are an indispensable part.

3. Tourism Product Packaging and Brochures: Tourism product packaging and brochures usually have prominent trademarks printed on them to enhance brand recognition and memorability.

Characteristics

1. High Recognizability: Travel service trademarks need to have high recognizability to stand out among many competitors.

2. Rich Cultural Connotation: Many travel service trademarks contain rich cultural connotations and regional characteristics to reflect the uniqueness and differentiation of the brand.

3. Strict Legal Protection: Since travel service trademarks involve the core competitiveness and market image of the enterprise, their legal protection is particularly strict. Any unauthorized use of trademarks may constitute an infringement.

III. Analysis of Travel Service Brand Trademark Cases

Case Study 1: China National Travel Service (HK) Group Corporation’s protection of the "港中旅 (Gangzhonglv)" trademark.

In recent years, with the continuous expansion of the tourism market and the increasing competition, trademark infringements have occurred from time to time. As one of the leading enterprises in the tourism service industry, CTS's "港中旅(Gangzhonglv)" trademark has also encountered infringement troubles. In response to the counterfeit "港中旅(Gangzhonglv)" trademark behavior in the market, CTS took swift action to protect its legal rights and interests through legal means. Through a series of measures such as submitting infringement evidence, applying for administrative investigation, and filing a civil lawsuit, CTS successfully cracked down on trademark infringement and maintained the reputation and market position of the "港中旅(Gangzhonglv)" brand.

In the judgment issued by the Hunan Provincial Higher People's Court, (2015) Xiang Gao Fa Min San Zhong Zi No.4, Zhangjiajie Zhonggang International Travel Agency Co., Ltd. (formerly known as Zhangjiajie Gangzhonglv International Travel Agency Co., Ltd.) argued that its use of "港中旅(Gangzhonglv)" was a use of its own enterprise name, and the enterprise name was legally used with the administrative permission of the national industrial and commercial administrative department, and it has the legal right to use it. At the same time, its use of the enterprise name was earlier than the trademark use of CTS, and it does not constitute trademark infringement. However, the court determined that "CTS has legally obtained the exclusive right to use the registered trademarks "港中旅(Gangzhonglv)" and "港中旅国际(Gangzhonglv International)", and its legal rights and interests should be protected by law. Zhangjiajie Zhonggang International Travel Agency Co., Ltd. highlighted the use of the "港中旅(Gangzhonglv)" logo in its business premises and online promotion, using it to identify the source of its services, which is a use in the sense of trademark.

At the same time, Zhangjiajie Zhonggang claimed that it had changed its enterprise name and no longer constituted infringement. The court believed that "although it changed the name part of the company from "港中旅(Gangzhonglv)" to "中港(Zhonggang)" during the second instance, the two names are still similar. Moreover, Zhangjiajie Zhonggang International Travel Agency Co., Ltd. has used the name "港中旅(Gangzhonglv)" for a long time. Although it has changed the enterprise name, the business scope and business address of the company have not been changed, which can still lead to confusion. Therefore, the change in the number of characters and order of the enterprise name does not constitute a cessation of infringing acts in the legal sense. Zhangjiajie Zhonggang International Travel Agency Co., Ltd.'s claim that it has stopped infringing lacks factual basis." The required it to continue to change the enterprise name.

Case Study 2: Ctrip's International Trademark Layout

As one of China's leading online tourism platforms, Ctrip has achieved significant results in the international layout of trademarks. In recent years, Ctrip has actively promoted the international registration of trademarks and applied for a series of trademarks related to the Ctrip brand globally. These trademarks cover not only Ctrip's main business areas but also new business areas that may be expanded in the future. Through the international layout of trademarks, Ctrip has effectively protected its brand's legal rights and interests on a global scale, laying a solid foundation for the company's international development.

In the process of brand and trademark management in the tourism industry, using a professional intellectual property service platform can greatly improve management efficiency and quality. Kangxin IP Platform (eservice.kangxin.com), as one of the industry-leading intellectual property service platforms, provides strong support for the brand and trademark management of the tourism industry with its brand management functions.

The platform supports the entire process of online self-service operations such as trademark search, registration, monitoring, objection, modification, transfer, and renewal. Users can view the progress of trademark applications and download official documents at any time. At the same time, the platform also provides professional brand management consulting services and customized solutions to help enterprises develop scientific and reasonable brand and trademark management strategies. With the brand management functions of the Kangxin IP Platform, tourism enterprises can manage their brand and trademark assets more efficiently and accurately, enhancing brand competitiveness and market influence.

Against the backdrop of the rapid development of the global tourism industry, the importance of brand and trademark management is becoming more and more prominent. By strengthening brand construction and trademark protection, tourism enterprises can continuously improve their competitiveness and market position. At the same time, with the help of intelligent solutions and professional consulting services provided by professional intellectual property service platforms such as the Kangxin IP Platform, tourism enterprises can manage their brand and trademark assets more efficiently and accurately, laying a solid foundation for the long-term development of the enterprise. Looking forward, with the continuous advancement of technology and market changes, brand and trademark management in the tourism industry will face more opportunities and challenges. Enterprises need to continuously innovate and improve their management strategies and methods to adapt to market demand changes and maintain a competitive edge.