Hilton Launches New Brand Tempo Into a Crowded Lifestyle Space
Photo Credit: Hilton executives, including (l. to r.) head of brand development Phil Cordell, CEO Chris Nassetta, and chief customer officer Jon Witter, celebrate the hotel chain's new brand Tempo on Thursday in New York City. Skift / Nancy Trejos
Skift Take
Hilton has introduced its 18th brand. Tempo by Hilton is meant to be an affordable lifestyle brand for the modern traveler. But with so many lifestyle brands already out there, how will Tempo be able to stand out?
Hotel companies hardly ever shy away from creating new brands, even when they may sound and look like ones they already have.
Hilton is the latest hospitality giant to debut another brand. The McLean, Virginia-based company on Thursday introduced Tempo by Hilton with a celebration in New York City. It is the sixth brand Hilton has created in just a bit over three years and its 18th overall. And it's probably its last addition for awhile.
Hilton is calling Tempo an “approachable lifestyle brand” for the “modern achiever.” Never mind that every major hotel company from Marriott International to InterContinental Hotels Group (IHG) to Hyatt Hotels already has lifestyle brands.
Phil Cordell, Hilton’s senior vice president and global head of new brand development, agrees that there is a glut of hotels with the lifestyle label.
“Lifestyle is a word that sometimes is kind of overused. We don’t know exactly what it means,” he told Skift. “I think early on some hote
