Hilton has launched its 18th brand, Tempo, aimed at "modern achievers who seek a hotel experience that reflects their ambition" with lifestyle brand partnerships.
The brand is said to feature elements designed "to help ambitious guests continue their journey without disrupting their routine", including morning and bedtime 'rituals' and mirrors with built-in Bluetooth speakers.
There are already 30 hotels under development for the lifestyle brand, which Hilton describes as "highly scalable", and 30 more pending deals. Partnerships include Arianna Huffington's Thrive Global, which tackles stress and burnout, and culinary firm Blau + Associates.
The food and beverage concepts, meanwhile, will include a lobby Fuel Bar serving complimentary coffee and teas; a casual café; and a bar serving cocktails and small plates. Additionally, Blau + Associates will collaborate with Hilton to form an advisory board of young up-and-coming chefs who will help curate seasonal menus.
The focus is currently on US cities with confirmed developments in New York, Boston, Los Angeles, and Atlanta. Hilton said there are currently no plans to bring the brand to Europe.
Jon Witter, chief customer officer at Hilton, said: "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."
Christopher J. Nassetta, president and chief executive of Hilton, said: "Tempo by Hilton is the latest example of our unique ability to anticipate what our guests are looking for and deliver unmatched value for customers and owners alike."
Phil Cordell, SVP and global head of new brand development, Hilton, added: "Tempo by Hilton introduces a new concept by combining all the benefits and efficiencies owners expect from a limited service model with an uplifting dose of inspiration.
"Utilising a data-driven blueprint, we identified lifestyle offerings inside the guest rooms and throughout the property that push the entire sector to new heights. The end result is a compelling, yet approachable brand that enables owners to expand their portfolios in sought-after locations across the country as well as capture a new demographic of travellers."
Hilton's brand portfolio also includes brands such as Hampton, DoubleTree, and the more recently launched Motto and Signia. The company has a portfolio of nearly 6,000 properties with more than 954,000 rooms in 117 countries and territories.