Disruptor brand Spark by Hilton signs first UK hotel

Hilton has launched its ‘industry-disrupting’ premium economy brand Spark by Hilton in Europe with the signing of Spark by Hilton London Romford.

The 125-bedroom property is due to open in the coming weeks next to Romford station and has been signed under a franchise agreement with Romford South Ltd.

Spark by Hilton was launched in 2023 and opened its first property in Connecticut last October.

It is the fastest announcement-to-market brand in the hotel giant’s history and has grown to 30 sites, with more than 175 in the pipeline.

Spark by Hilton markets itself as a “cost-effective conversion brand” for owners and operators looking to tighten their grip on the premium economy segment.

According to CoStar, in a 2022 call with analysts, Hilton President and chief executive Chris Nassetta described Spark by Hilton as "the most disruptive thing we’ve done" that could eventually become the group’s biggest brand.

The Romford hotel will offer a co-working space, a daily breakfast and bagel buffet, a 24-hour retail market and bathroom amenities from Zero%.

Patrick Fitzgibbon, senior vice president, development EMEA, Hilton, said the Romford launch marked a “significant milestone” for the brand.

She added: “With many more opportunities on the horizon, this initial signing signals the beginning of an exciting journey to redefine the premium economy segment, prioritising value for guests and maximising returns for our owners.”

Alissa Klees, brand leader at Spark by Hilton, said: “After an incredibly successful launch across the US last year, we’re delighted to bring our breakthrough premium economy brand to Europe, providing a consistently reliable experience for this underserved group of travellers.”

Hilton has a portfolio of 23 hotel brands comprising more than 7,600 properties in 126 countries and territories.

The hotel giant bought Graduate Hotels for £165m in March, marking its first brand acquisition since 1999.

It also acquired a controlling interest in Sydell Group, the owner of the NoMad hotels brand, in April. The move was Hilton’s first entry into the growing luxury lifestyle market and the group said it was aiming to develop up to 100 NoMad hotels worldwide.