Hilton is accelerating the UK expansion of its value-focused Spark by Hilton brand with the signing of 10 hotels across England and Wales, adding a total of 672 rooms to its development pipeline.
The properties have been agreed through a strategic partnership with AG Hotels Group and will introduce Spark by Hilton to Cardiff, Coventry, Derby, Doncaster, Hull, Peterborough, Runcorn, Sunderland, Wakefield and Washington.
The hotels are expected to open progressively between late 2026 and 2028.
The agreement will also mark Spark by Hilton’s debut in Wales, with the new Cardiff property expanding Hilton’s presence in the Welsh capital.
672 rooms across 10 UK locations
Several of the hotels will introduce Hilton to markets where the Spark brand currently has no presence, including Derby, Runcorn, Wakefield and Washington.
The portfolio has a strong focus on locations close to transport links, business districts and regional employment centres.
Among the properties is a hotel overlooking Doncaster Racecourse, while the Derby hotel will be located adjacent to the city’s railway station.
In Peterborough, the new Spark by Hilton will have access to the A1 and serve an area that forms part of one of the UK’s major logistics corridors. The Sunderland and Washington properties will benefit from their proximity to manufacturing operations in North East England.
Locations in Runcorn, Wakefield and Hull will target a mix of industrial, logistics, business and leisure demand.
“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,” said Paul Blackmore, Vice President, Development, UK & Ireland at Hilton.
Hilton signs agreement with AG Hotels Group
All 10 hotels are part of a strategic agreement between Hilton and AG Hotels Group, a UK-based hotel owner and operator.
AG Hotels plans to grow its portfolio through acquisitions and the conversion of existing properties, making Spark by Hilton’s conversion-focused model a key part of the partnership.
“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,” said Girish Grover, founder and CEO of AG Hotels Group.
Spark by Hilton was launched in 2023 as a value-focused brand designed in part to allow existing hotels to convert to Hilton’s system with a relatively streamlined renovation and repositioning process.
Converted properties gain access to Hilton’s distribution and commercial platforms as well as the Hilton Honors loyalty programme.
Spark by Hilton also heading to Scotland
The England and Wales agreement follows another recent deal that will bring Spark by Hilton to Scotland for the first time.
Hilton has signed an agreement with SMAR Hotels Ltd for a 53-room Spark by Hilton in Dunfermline, approximately 17 miles northwest of Edinburgh.
The property will undergo a comprehensive refurbishment before opening in late 2026 and will include dining areas, meeting facilities and guest parking.
The Dunfermline project is separate from the 10-hotel agreement with AG Hotels Group.
Spark by Hilton expands internationally
The UK signings form part of a wider international rollout for a brand that has expanded rapidly since its launch three years ago.
Spark by Hilton now has more than 275 hotels open worldwide, with over 200 additional properties in development.
In Europe, Hilton has recently announced further Spark expansion into markets including Italy and Spain, while the brand is also preparing to enter Saudi Arabia as part of its growth in the Middle East.
The latest UK agreements will give Spark by Hilton a broader presence outside London’s major hospitality market, with the new properties targeting regional business, logistics and leisure destinations across England, Wales and Scotland.
