Hilton has decided it’s time for Tempo. The mega hotel operator has announced that its 18th brand will be an “approachable lifestyle brand curated to serve a growing segment of modern achievers.”

The first Tempo will open in 18 to 24 months. Phil Cordell, senior vice president and global head of new brand development, said there are 30 committed projects in New York, Boston, Atlanta, Phoenix, Maui and elsewhere - with 30 more in process. The goal is to grow rapidly once openings begin. All hotels will be newly built because of some “atypical” room design features.

In an interview with TravelPulse, Cordell added some specifics to that description. He said that Tempo would offer “a little more” in many respects than the typical limited service brand. As a result, it will be a bit more expensive than similar brands, positioned in the Hilton portfolio between Hilton Garden Inn and Canopy as far as price.

The new brand will attempt to help travelers manage the rhythm of their lives, hence the name, Tempo. The brand will support guests in maintaining their at-home patterns. That goal is evidenced in a partnership with Arianna Huffington’s Thrive Global behavior change platform which focuses on health, sleep and wellness. For instance, there will be video on how to clear your mind when you go to sleep. And in the morning, there will be support in jump-starting the day.

As for the details, food and beverage will include a casual counter café for breakfast with items like smoothies and breakfast burritos. A Fuel Bar will open in the afternoon serving non-alcoholic and alcoholic beverages, as well as small plates through the evening. There will be a program where local chefs will design menu items.

While Tempo is not targeted toward a specific demographic, millennials have hoteliers thinking about living our best lives. Tempo is not about bringing the family and kids for a weekend, he said, but is more “subdued.” He expects that about 60 percent of business will be corporate. Locations will be in urban and suburban / urban locations with a little bit of activity around them like restaurants. Initially, Tempo will have locations in the Americas.