The actual name is very relevant to the discussion and like BaileyUK pointed out, it's only speculations without it.
I'll go through a few examples that might be relevant.
If the name is something descriptive, like the example you used with UrbanHotels, it's highly unlikely you would be in any kind of trouble because it's a generic and very common way to describe hotels located in the city. You won't be allowed to trademark something that will block someone else from describing their product or service. "Quality Hotels" for example is a registered trademark in Sweden, but I doubt they would ever go to court if someone else described their hotels as "Quality Hotels", because they would most likely lose the TM. How they even got it is a mystery to me.
Another point to bring up if the name is descriptive to the service or product is that if it's tried in court, they might lose the TM because it's judged descriptive.
Jeep faced this problem a while ago because their brand name became synonymous with that type of car. Someone could describe their Toyota as a Jeep. Bad news for Jeep. So they set out to establish their brand as a brand, not a product. Same with Teflon, a brandname for a polymer owned by DuPont. I don't think they would want their case tried in court either.
But as mentioned before, it's impossible to even give solid advice without the actual name.
EDIT: The reason behind the registration also matters, of course.
Build a legitimate business around the name and you won't have a problem if it's not easily confused with the hotel's brand.
