Spark by Hilton to make European debut in London’s Romford

Hilton is to add the first UK property under its Spark by Hilton brand. The group launched the conversion brand in January 2023, stating at the time that it “fills an open space in the industry by creating a new premium economy lodging option to meet the needs of even more guests and owners seeking value, quality and consistency”.
Spark by Hilton to make European debut in London’s Romford

There are currently around 30 Spark properties operating in Canada and the US, with more than 175 under development.

The first European hotel is set to open in Romford in East London “in the coming weeks”, and will be a conversion of the ibis Styles London Romford which we wrote about in 2021.

The property is located next to Romford Station, and had been being used as accommodation for asylum seekers, but as this statement by Andrew Rosindell, Member of Parliament for Romford confirms, that agreement ended earlier this year.

Spark by Hilton London Romford will feature 125 rooms, a 24-hour retail market, daily breakfast buffet “comprising premium coffee, juice and bagels with spreads”, and a ‘Hydration Cart’ offering complimentary still and sparkling water and whole fruit.

Commenting on the news 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.”

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