Hilton (NYSE: HLT) today announced a significant expansion to its value-focused brand Spark by Hilton with the signing of 10 hotels across the UK, boosting the brand’s footprint across England and Wales. The additions will bring 672 Hilton rooms to Cardiff, Coventry, Derby, Doncaster, Hull, Peterborough, Runcorn, Sunderland, Wakefield and Washington, with the hotels expected to open between late 2026 and 2028.
Paul Blackmore, vice president, development, UK & Ireland, Hilton, said: “These signings underline the strength of demand for Spark by Hilton we are seeing from owners across the UK. With nearly 700 rooms in the pipeline, including the brand’s first hotel in Wales, Spark continues to gain momentum as owners recognise the strength of its value proposition and its ability to meet the needs of today’s travellers.”
The signings will take the brand into several new Hilton markets, including Derby, Runcorn, Wakefield and Washington, and are part of a strategic agreement with AG Hotels Group, a UK hotel owner and operator with a growing nationwide portfolio.
Girish Grover, founder & CEO, AG Hotels Group, said: “We are delighted to partner with Hilton to expand Spark by Hilton across the UK. This landmark agreement is closely aligned with AG Hotels Group’s mission to create happy, thriving places nationwide and represents an important step in the next phase of our growth. Our strategy is to build a scaled, high-quality hospitality platform by acquiring, repositioning and investing in well-located hotels across the UK, combining strong operational capability with leading global brands. We see significant opportunity to grow our portfolio through further acquisitions, conversions and strategic partnerships, and we look forward to working with Hilton as we continue to expand.”
Across the portfolio, the hotels are strategically located near major employment centres, transport hubs and visitor attractions. Highlights include a hotel overlooking Doncaster Racecourse, a property adjacent to Derby railway station, an A1-connected hotel in Peterborough serving one of the UK’s largest logistics corridors, and locations in Sunderland and Washington benefiting from proximity to manufacturing operations in the North East. Cardiff’s hotel will strengthen Hilton’s presence in the Welsh capital, while Runcorn, Wakefield and Hull provide access to key industrial, logistics and leisure destinations across northern England.
Hilton also recently signed an agreement with SMAR Hotels Ltd to bring Scotland’s first Spark by Hilton to Dunfermline. Located approximately 17 miles northwest of Edinburgh, the 53-room hotel will undergo a comprehensive refurbishment before opening in late 2026, offering dining spaces, meeting facilities and guest parking.
The latest signings reflect continued owner interest in Spark by Hilton’s conversion-friendly model, which enables existing hotels to reposition under a globally recognised brand while benefiting from Hilton’s commercial platform and award-winning Hilton Honors loyalty programme.
Launched in 2023, Spark by Hilton continues to expand its presence across Europe and the Middle East, with recent announcements marking further growth in Italy and Spain, alongside the brand’s debut in Saudi Arabia. Worldwide, Spark by Hilton now has over 275 open hotels, with more than 200 properties in the development pipeline.
Learn more about Spark by Hilton at stories.hilton.com/spark-by-hilton and SparkbyHilton.com.
