Dubai’s home-grown hotel group FIVE is looking at potentially expanding beyond the emirate into the world’s largest hospitality markets. This includes a potential resort in party haven Las Vegas and in the conservative Gulf kingdom Saudi Arabia.
Saudi Arabia's Next Project? What Neom's Trademark Filings Say
20.11.2023 - 14:13 / skift.com / Josh Corder
Saudi Arabia’s Neom keeps announcing new hotel projects, and more are possible based on our review of pending trademarks applications with the U.S. Patent and Trademark Office.
Are you ready for Xaynor, Zardun and Aquellum? Those are just some of the trademarks Neom has recently applied for.
Neom is a developing region in the northwest of Saudi Arabia, about the size of 10 Hong Kongs and the most visible effort by the kingdom to build up its tourism economy.
We don’t know how it will all turn out. Construction has started on some projects, but the goals are lofty. New projects get announced with renderings of hotels to-be.
Current projects include Trojena, Saudi’s snowy ski retreat hosting the Asia Winter Games in 2029; luxury yachting destination Sindalah, which opens next year, and a floating-on-water logistics hub called Oxagon.
There are trademark applications for two most recent announcements – Leyja (a sustainable and eco-tourism hub) and Epicon (beach clubs and boutique shops).
After Neom announced Leyja, it filed for trademarks for a flurry of other names and symbols.
All the trademarks were filed between October 10 and 18 to the United States Patent and Trademark Office. Each filing says the trademarks are pending and they have also been filed in the UK and EU trademark offices, as well as Oman. The “trademark purpose” for each says they are for “hotel services,” “booking of temporary accommodation,” and range of other hospitality-related services.
It’s unclear how – or if – Neom will use these names and Neom declined to comment for this story.
The full list of trademarks:
When Neom announced Leyja and Epicon, the projects received their own symbols, which appear on the Neom website and in promotional videos. Neom also filed 10 other symbols.
The last two symbols are for Leyja and Epicon, respectively, with Epicon’s symbol matching up to its twin-tower hotel design.
While a trademark is pending, the applicant typically has some rights associated with the mark, but full protection is not granted until the registration process is successfully completed. Once the trademark is registered, the owner gains exclusive rights to use the mark in connection with the specified goods or services. It’s not uncommon for businesses to use a trademark with a pending application.
You can see all of Neom’s filings here, through the United States Patent and Trademark Office website. Here’s what we know about Neom properties already announced.
Saudi’s Leyja project announced last month comprises three hotels with 40 keys each in the mountain area near the Gulf of Aqaba. Habitas has been confirmed as the operator, and its founder and CEO has promised he will create something people will flock to.
“Human
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