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Hilton unveils ‘approachable’ lifestyle brand Tempo aimed at new demographic of travellers

17 Jan 2020 by Jackie Chen
Tempo by Hilton - King room

Hilton has launched a new brand called “Tempo by Hilton”, an “approachable” lifestyle brand designed for “a growing segment of ‘modern achievers’ who seek a hotel experience that reflects their ambition”.

Each Tempo by Hilton property will feature these four elements:

  • “Reinvigorating and relaxing” guestrooms
  • Shared spaces and amenities “designed to inspire”
  • “Culinary journeys”
  • Sustainability

First, guest rooms in the new Tempo by Hilton properties will feature “Power Up” and “Power Down” collections, a “curated” assortment of morning and bedtime rituals created in partnership with behaviour change platform Thrive Global. This collection will include videos and “Microsteps” ranging from writing, stretching and breathing exercises to meditative visual and audio content available through the in-room TV.

Tempo by Hilton - King Room Get Ready Zone

Other in-room experiences will include a sleeping area equipped with lighting and device charging options; a dedicated “Get Ready Zone” (see picture above), outfitted with a desk, a backlit mirror, an open-concept closet, steamer, mini refrigerator and shelf, which will help guests to prepare for the day, focus on work or organise their belongings; as well as an “oversized” bath suite that features mirrors with built-in Bluetooth speakers.

Public areas will be decorated with art and design collections. Hotels will also offer fitness equipment, meeting spaces that can be “easily reserved” by guests on the go, and more informal areas suitable for both teamwork and individual tasks.

The F&B offerings will be developed alongside culinary firm Blau + Associates. Each property will feature an in-lobby complimentary coffee and tea bar called “Fuel Bar”, which will offer an assortment of coffees and teas.

Tempo by Hilton - Public Space 1 - Bar

Other F&B options will include a casual café offering a variety of breakfast options; a “limited market” for lifestyle and healthy options such as granola bars, baked chips, cold-pressed juices and flavoured sparkling waters; and an in-lobby bar that will serve alcoholic and non-alcoholic cocktails as well as small plates.

Additionally, Blau + Associates will also collaborate with Hilton to form a Chef Collective, an advisory board of young up-and-coming chefs who will help curate seasonal menus.

The new Tempo by Hilton brand will also align with Hilton’s Travel with Purpose 2030 Goals to double its investment in social impact and cut its environmental footprint in half.

The new brand will implement sustainable practices, including using Hilton’s “Light Stay” proprietary corporate responsibility management system to measure and manage each hotel’s environmental and social impact performance; implementing Hilton’s global food waste reduction programme; prioritising local sourcing and offering sustainable seafood and cage-free eggs; offering hydration stations throughout the property to replace single-use plastic water bottles; as well as providing full-size bath amenity dispensers to reduce disposable plastics.

“Through our research, we found that while our current upscale offerings have been incredibly successful at earning loyalty among specific guest segments, there was a rising demographic of ambitious and highly discerning travellers that weren’t engaging with the category,” said Jon Witter, chief customer officer, Hilton.

“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.”

According to Hilton, there are already 30 hotels under development in major US cities, such as New York, Maui, Boston, Los Angeles, Lexington, Nashville, San Diego, Charlotte, Washington DC, Houston and Atlanta, with 30 more pending deals.

Hilton said it expected the first property to open in mid-2021.

There are currently no plans to bring the brand to Europe, the Middle East or Africa.

Tempo by Hilton

Hilton’s other recently launched brands include Signia Hilton aimed at meetings and events, and Motto by Hilton, an “affordable chain of micro-hotels in urban centres”.

hilton.com

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