After Hilton President/CEO Chris Nassetta told analysts in July that one of two new brands would be forthcoming in six months, the megachain is right on time with today's launch of the aptly named Tempo by Hilton, a new-construction franchise model that gives the global company its 18th brand.

Positioned for the upscale segment, the brand is out to capture the demographic/psychographic sought by numerous hotel companies: modern travelers bent on enjoying themselves whether working or relaxing, all within the confines of a hotel experience that is at once comfortable and stimulating.

“It was designed from the ground up as an approachable yet elevated lifestyle brand to fit seamlessly into the rhythm of our guests lives and we feel this name perfectly captures that guiding principle,” Phil Cordell, global head of new brand development, told Hotel Management.

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With the franchise disclosure document created and released, Hilton expects the first Tempo property to open in 2021 and is looking to target mainly urban and surban (areas just outside a major city that still offer a range of urban amenities) markets. “We also will look to mixed-use developments—[Rockbridge will put one Tempo property into a MUD in Nashville, Tenn.]— particularly at areas where the property will have restaurants, retail, offices and/or entertainment nearby,” said Cordell. He noted the new brand also could be a complementary product in a multi-hotel project “where it makes sense. Hilton has long championed the efficiencies of multi-brand properties, and Tempo by Hilton will pursue those opportunities when they are a good fit for a particular destination.”

Currently, theres neither a set cost per key nor a minimum/maximum on room counts. The numbers will be market dependent, although the company anticipates 150 keys on average and is positioning Tempo to compete at roughly a 15 percent higher average daily rate than a Hilton Garden Inn in the same market. Additionally, Cordell said its expected the brand would draw a 60-40 mix of business and leisure guests, respectively, with business travelers largely coming from consulting, financial, information technology and sales organizations.

While designated as part of Hiltons group of upscale brands—Hilton Garden Inn, DoubleTree by Hilton, Tapestry Collection by Hilton and Homewood Suites by Hilton—Cordell sees Tempo creating its own niche as it fills “a gap between select service and full service as an elevated yet approachable lifestyle brand.”

In terms of critical mass, Cordell said, “We see potential to reach more than 500 Tempo by Hilton properties in the U.S. alone,” with opportunities for growth internationally in Canada, the Caribbean and Latin America.

Guestroom design/renderings: NELSON Worldwide

Public space design/renderings: The Gettys Group