The number of hotel brands continues to expand. Hilton has introduced Tempo by Hilton, a lifestyle brand that will cater to what the company has identified as "modern achievers." The announcement comes less than a year after Hilton launched its meetings-focused brand Signia, and 15 months after launching the Motto by Hilton microhotel lifestyle brand. This addition brings the total number of Hilton brands to 18.
Hilton surveyed more than 10,000 consumers in this "new demographic" and found that "70 percent of respondents are willing to pay a premium for a more thoughtfully crafted hotel offering," Hilton global head of new brand development Phil Cordell said in an email. "We also found that our segment is two times more likely to see their hotel choice as a reflection of their success."
Rather than identify the demographic by an age range, the company's research found this segment to be "united by their mindset and lifestyle choices," Cordell said. "This traveler is ambitious, constantly working toward personal and professional goals and looking for ways to improve themselves and the world around them. You'll often find them trying out the latest high-intensity workout program, looking for the cool new local coffee shop or volunteering throughout their communities."
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