HB ON THE SCENE: Hilton Unveils New Brand—Tempo

NEW YORK—Hilton today launched its 18th brand, Tempo by Hilton, an approachable lifestyle brand curated to serve a growing segment of “modern achievers” who seek a hotel experience that reflects their ambition. By combining thoughtful design and diverse lifestyle partnerships, Tempo by Hilton aims to provide hotel owners and developers with a scalable brand that is both uplifting and within reach for future guests—all powered by an efficient service model. In the last decade, Hilton has launched 10 new brands.

“Every one of those 10 brands was launched organically, from the ground up and hard work,” said Christopher J. Nassetta, president/CEO, Hilton, at the event. “We believe in doing it the right way. We don’t buy brands because buying brands means we’re fixing other people’s problems.”

Nassetta expects Tempo to be one of Hilton’s biggest brands—what he calls a “mega brand”—and to eventually have more than 500 locations in the U.S.

Rendering of West Coast informal lounge.

Conceived with input from 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 prime markets across the U.S., including New York; Maui, HI; Boston; Los Angeles; Lexington, KY; Nashville, TN; San Diego; Charlotte, NC; Washington, DC; Houston; Atlanta; and more. An additional 30 deals are in various stages of development.

As part of its commitment to helping guests live better lives, Tempo by Hilton has 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 behavior change platform, Thrive Global, and established culinary firm Blau + Associates. These organizations bring a sense of discovery to the brand, while empowering guests to continue prioritizing well-being and personal growth even while traveling.

“Tempo by Hilton introduces a new concept by combining all the benefits and efficiencies owners expect from a limited-service model with an uplifting dose of inspiration,” said Phil Cordell, SVP/global head of new brand development, Hilton. “Utilizing a data-driven blueprint, we identified lifestyle offerings inside the guestrooms and throughout the property that push the entire sector to new heights. 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 travelers.”

The guestrooms will be made up of 60% bed space and 40% for the bathroom and “get ready” zone.

Guided by its various lifestyle partnerships, as well as market research surveying more than 10,000 consumers, each Tempo by Hilton property will feature elements designed to help ambitious guests continue their journey without disrupting their routine:

Reinvigorating and Relaxing Guestrooms: More than rooms, Tempo by Hilton accommodations serve as a refuge where modern travelers are reinvigorated for the day ahead, according to the company. In-room experiences include the Power Up and Power Down collections; curated assortments of morning and bedtime rituals created in partnership with Thrive Global; as well as other unexpected touches, such as a finely tuned sleep environment and a dedicated Get Ready Zone with space to get ready, organize for the day and focus on work. In addition, the oversized bath suite is spacious, bright and invigorating to help guests recharge and renew.

“We’re introducing certain habits that you don’t have that you can take home,” said Arianna Huffington, founder/CEO, Thrive Global, during a roundtable discussion here. “The name [Tempo] sums up the modern problem we’re trying to solve. We all feel like we’re running out of time. We’re living this breathless life.”

Huffington believes that the partnership will help to facilitate a healthier lifestyle, letting guests unwind and finally breathe out.

Shared Spaces and Amenities Designed to Inspire: Envisioned as catalysts for genuine, memorable experiences, all Tempo by Hilton public areas and amenities aim to bring a fresh approach to industry mainstays. These include art and design collections specifically chosen to encourage guests to look up from their daily grind and take a moment for themselves. Guests will also enjoy fitness offerings; flexible meeting spaces, which can be easily reserved by guests on the go; as well as more informal areas for collaborating with teammates or concentrating on individual tasks.

Culinary Journeys: Developed alongside the award-winning Blau + Associates, Tempo by Hilton’s food and beverage offerings include the in-lobby Fuel Bar, a complimentary coffee and tea bar that offers a hand-selected assortment of premium coffees and teas, along with various benefit-driven mix-ins. Additional hearty and healthy options, including artisanal smoothies and other breakfast favorites, are available at the casual café. At the bar, spirited and non-spirited craft cocktails and small plates round out the concept’s culinary program. Additionally, Blau + Associates will collaborate with Hilton to form a Chef Collective, an advisory board of young up-and-coming chefs who will help curate seasonal menus.

Sustainability: Tempo by Hilton aligns with Hilton’s Travel with Purpose 2030 Goals to double its investment in social impact and cut its environmental footprint in half. To that end, this new brand is committed to implementing sustainable practices throughout the guest experience. Examples of specific initiatives include LightStay, food waste programs, responsible seafood sourcing, hydration stations throughout the property to replace single-use plastic bottles and full-size bath amenity dispensers to reduce disposable plastics.

“These are travelers with incredibly ambitious lifestyles with aggressive routines and travel, while they loved it, got in the way,” said Jon Witter, chief customer officer, Hilton. “Even if we have a great concept that meets a need, if it doesn’t work for our owners or operators, this will be the best kept secret in the world.”