Hotels

WATCH: Hilton’s 18th brand Tempo launches in bid to capture emerging market

Hotel giant Hilton has launched a new data-driven lifestyle brand for “modern achievers”.

Unveiled on Thursday at a New York City celebration, Tempo by Hilton marks the hospitality company’s sixth brand created in the last three years and its 18th brand overall.

It also heralds Hilton’s further expansion into the popular and ambiguous lifestyle hotel space, with a specific brand ambition targeting what it describes as “modern achievers”, through a limited-service model.

“Through our research, we found that … there was a rising demographic of ambitious and highly discerning travellers that weren’t engaging with the category,” Jon Witter, chief customer officer, Hilton, said.

“With Tempo by Hilton, we are able to reach these influential consumers through a new, elevated yet approachable class of hotels designed to surpass expectations of both customers and owners in truly meaningful ways.”

The brand aims to address the future of travel and to address a growing segment of travellers who seek hotels that reflect their ambitions, sitting above a Hilton Garden Inn and below a Canopy within the Hilton portfolio.

Therefore, guests at each of the brand’s properties – currently only available across the United States – can expect to experience reinvigorating and relaxing guest rooms; shared spaces and amenities designed to inspire; culinary journeys; and a focus on sustainability aligned with Hilton’s ‘Travel with Purpose’ 2030 goals.

You can also expect to encounter Tempo’s brand focus on well-being and personal growth through established and built upon partnerships with experts across the well-being, food and beverage and other lifestyle spheres. The experts on board include Arianna Huffington’s behaviour change platform, Thrive Global and established culinary firm, Blau + Associates.

“Utilizing a data-driven blueprint, we identified lifestyle offerings inside the guest rooms and throughout the property that push the entire sector to new heights,” Phil Cordell, SVP and global head of new brand development, Hilton, said.

“The end result is a compelling, yet approachable brand that enables owners to expand their portfolios in sought-after locations across the country as well as capture a new demographic of travellers.”

Conceived with extensive input from leading hotel owners and investors around the country, the new brand has seen strong momentum ahead of its unveiling.

There are more than 30 individual commitments to date with properties confirmed in several markets across the US, while an additional 30 deals are in various stages of development.

Featured image: (© 2020 Hilton)

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