Booking.com is an online travel agency, operating under both that name and at that domain name. The company sought to trademark its name with the United States Patent and Trademark Office (USPTO). The USPTO had denied the application: it ruled that the term "booking" as applied to the class of travel services was a generic term, and that Booking.com had not shown how their mark had gained distinctiveness. Booking.com appealed to the Trademark Trial and Appeal Board, (TTAB), which upheld that "booking" was a generic term within the class of travel services, and simply appending "dot com" did not change its generic nature.
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