News reports said HLT International, which owns Hilton's hotels internationally, recently took legal action against a Korean motel owner, surname Yoon, for usage of the name "Hilton." Yoon runs a motel named "Hilton Motel" in Busan, and HLT demanded restricting use of the name, in addition to paying an indemnity of $25,441 (about 30 million won).
According to the reports, HLT said in a statement sent to the Seoul Central District Court that the company registered both "Hilton" and "힐튼" (in Korean) as trademarks, which therefore gives them exclusive trademark rights. The company asserted that Yoon interfered with operating profits and violated laws to prevent unfair competition.
Acknowledging the numerous numbers of lodging businesses in Korea that illegally use the trademark, HLT has been working on each case. In fact, another motel business that used the trademark in Dong-gu, Busan, recently changed its name to "Hill Motel" when the trademark rights problem started to intensify.
I'll help them out: there are 45 in Korea, including a couple (1, 2) with their own webpages. There are also 49 Hyatts.