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Hilton has revealed that its premium economy brand Spark by Hilton will make its European debut in the UK.
The concept will debut at Spark by Hilton London Romford, a 125-room property in East London.
The hotel has been signed as part of a franchise agreement with Romford South Ltd.
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.”
Alissa Klees, brand leader, Spark by Hilton, added: “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.”
