IMHO it would be a big mistake to change the name to simply the Fairmont ignoring it's history as the Royal York. I believe the building is actually owned by A REIT (owned 40% by Fairmont) and the Fairmont has a management contract to run it. The reason CP Hotels used when it changed it name after purchasing the Fairmont was that Fairmont had a name recognition with Americans. I am guessing that marketing believe it will make the property easier to market in the USA.