Spark by Hilton Set to Make European Debut in the UK

LONDON, UK – Hilton (NYSE: HLT) today announced the European debut of its industry-disrupting premium economy brand Spark by Hilton, with the signing of Spark by Hilton London Romford. 

Set to open in the coming weeks, the 125-room property, signed as part of a franchise agreement with Romford South Ltd., marks Hilton’s entry into the premium economy segment in Europe. The signing follows the successful launch of the first-ever Spark by Hilton in 2023 – the fastest announcement-to-market brand in the company’s history. Since the first opening last October, the brand’s footprint has rapidly grown to more than 30 operating hotels, with more than 175 under development.

Patrick Fitzgibbon, senior vice president, development EMEA, Hilton, said, “We are thrilled to welcome Spark by Hilton to Europe, marking a significant milestone for the brand following its stellar launch and subsequent rapid expansion across the US. 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.”

Ideal for guests looking to maximise the value of their travel budget without compromising on quality, the hotel will deliver reliable, friendly essentials with unexpected touches, and feature Spark’s signature amenities, including:  

• Guest rooms outfitted with practical amenities, including simple streamlined furniture, an open closet, multi-purpose work surface and bright bathroom featuring Zero% bathroom amenities.
• Bright public spaces providing multi-functional seating, from communal tables to rocking chairs, offering plenty of comfortable options for guests to socialise or work. 
• Daily breakfast buffet comprising premium coffee, juice and bagels with spreads. 
• A signature Hydration Cart featuring complimentary still and sparkling water as well as whole fruit.
• A 24-hour retail market, where on-the-go travellers can purchase food, drinks and other essentials around the clock. 
• Simple, inspired design with splashes of colour, vibrant exterior statement walls and energising artwork. 

The brand not only delivers exceptional value for guests, but also offers a compelling proposition for owners and operators. A cost-effective conversion brand, it provides a unique opportunity for existing properties by reimagining the premium economy segment and focusing on areas that drive the guest experience, while also providing a consistent look and feel across each hotel.

Located in the heart of Romford town centre, Spark by Hilton London Romford will boast easy access to more than 400 shops, restaurants and cafes across four shopping centres, alongside the town’s famous outdoor market, which first opened in 1247 by Royal Order.

Located adjacent to Romford Station, the hotel also offers direct access to central London, Stansted Airport and Heathrow Airport via the recently opened Elizabeth line, providing the ideal base for guests looking to enjoy the local area or explore further afield. 

Alissa Klees, brand leader, 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.  Spark by Hilton delivers all the essentials done exceptionally well, alongside reliable and friendly service to ensure every traveller can enjoy a great hotel experience.”

Adi Hodzic, CEO, Romford South Ltd., said, “We are incredibly excited to partner with Hilton to launch the first Spark by Hilton hotel in Europe. This hotel provides a fantastic base for guests looking to explore the local area and benefit from Romford’s fantastic transport links. We’re grateful to Hilton for their support as we prepare for opening, and we can’t wait to see the hotel welcome its first guests later this month.”