Hilton Launches New Tempo Lifestyle Hotel Brand

Hilton Tempo Hotel Room

One of the largest hotel brands in the world is expanding. Last week, Virgina-based Hilton Worldwide Holdings announced the launch of a new hotel brand called Tempo. The new chain of hotels will put wellness, sustainability and design front and center, a move that will help it align with younger travelers keen on more mindful and eco-friendly travel.

This will be Hilton’s 18th brand behind recent launches of Motto, a micro-hotel chain and Signia, a meeting and events brand launched last year.

Tempo, in contrast to its newborn cousins, seems to be targeted at a broader, if not similarly particular audience. Though Hilton hasn’t announced when and where the first hotel will open, it boasts commitments to build properties across a wide range of domestic destinations including New York, Maui, Boston, Los Angeles, Lexington, Nashville, San Diego, Charlotte, Washington D.C., Houston and Atlanta with an addition 30 deals in the works.

To meet its standard, Tempo has a variety of wellness and sustainability initiatives baked into its foundation. In partnership with Arianna Huffington’s Thrive Global, Tempo will host “Power-Up” and “Power-Down” content on its in-room TVs to help guests get ready for the day or prepare for a good night of sleep. In the restaurants, efforts will be taken to curb food waste, source responsible food and encourage travelers to use reusable water bottles instead of single-use plastics.

Logically, culinary facets will also play a big role in the foundation of the brand. In partnership with Blau + Associates, the culinary empire powered by Elizabeth Blau, Tempo will feature a broad spectrum of food and beverage offerings that will promote energy and focus. Each lobby will host free tea and coffee while smoothies and other healthy fare will be available at the restaurants.

Tempo launches at a time in which mega hotel conglomerates like Marriott, Accor and Hilton are all building portfolios of hotels and brands that cater to all corners of the traveling market. Like Delta Air Lines has a cabins and fare classes available from Basic Economy to First Class, Accor runs economy brands like Ibis and Greet all of the way up to the Raffles and Fairmonts of the world.

Adding brands like Tempo, Canopy (another millennial-forward brand recently launched by Hilton) and Motto helps a brand both compete across a wider spectrum of clients but also prepare for the next generation of travelers hitting the road.

Indeed, according to its release materials, Hilton queried over 10,000 customers to identify the facets that would make Tempo tick — and sustainability and wellness were the most salient features.

It will be a few years, of course, until the first Tempo hotel comes online, but already the movement for greener and more thoughtful travel is top of mind for many younger travelers. By the time the brand reaches scale, all of those young travelers talking about sustainable travel now should be able to practice it by staying in a Tempo hotel.

[“source=forbes”]