Hilton (NYSE: HLT) has announced the European debut of its premium economy brand, Spark by Hilton, with the signing of Spark by Hilton London Romford.
This 125-room property, set to open in the coming weeks, marks Hilton’s entry into the European premium economy segment.
The hotel, signed as part of a franchise agreement with Romford South Ltd., follows the successful launch of the first Spark by Hilton in 2023. Since then, the brand has rapidly expanded to more than 30 operating hotels, with over 175 under development.
“We are thrilled to welcome Spark by Hilton to Europe,” said Patrick Fitzgibbon, senior vice president of development EMEA, Hilton.
“This initial signing signals the beginning of an exciting journey to redefine the premium economy segment, prioritizing value for guests and maximizing returns for our owners.”
Spark by Hilton is designed for guests seeking to maximize their travel budget without compromising on quality. The hotel will offer reliable, friendly essentials with unexpected touches, featuring Spark’s signature amenities.
Guest rooms are equipped with practical amenities, including simple streamlined furniture, an open closet, a multi-purpose work surface, and a bright bathroom featuring Zero% bathroom amenities. Bright public spaces offer multi-functional seating options, from communal tables to rocking chairs, providing comfortable areas for socializing or working.
The daily breakfast buffet includes premium coffee, juice, and bagels with spreads. A signature Hydration Cart offers complimentary still and sparkling water, as well as whole fruit. A 24-hour retail market is available for on-the-go travelers to purchase food, drinks, and other essentials.
The hotel’s simple, inspired design features splashes of color, vibrant exterior statement walls, and energizing artwork. Spark by Hilton provides exceptional value for guests and a compelling proposition for owners and operators, offering a cost-effective conversion brand with a consistent look and feel.
Located in the heart of Romford town center, Spark by Hilton London Romford offers easy access to over 400 shops, restaurants, and cafes across four shopping centers, as well as the town’s famous outdoor market, which dates back to 1247.
Adjacent to Romford Station, the hotel provides direct access to central London, Stansted Airport, and Heathrow Airport via the recently opened Elizabeth line. This makes it an ideal base for guests looking to enjoy the local area or explore further afield.
Alissa Klees, brand leader of Spark by Hilton, said, “After a successful launch across the US, we’re delighted to bring our breakthrough premium economy brand to Europe. Spark by Hilton delivers all the essentials done exceptionally well, alongside reliable and friendly service.”
Adi Hodzic, CEO of Romford South Ltd., expressed excitement about partnering 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 transport links. We can’t wait to see the hotel welcome its first guests later this month.”
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