Hilton is due to open its first Spark property in Europe when Spark by Hilton London Romford debuts in the “coming” weeks.

The new premium economy “conversion” brand, which was launched in the US last year, is being promoted as offering travellers the ability to “maximise the value of their travel budget without compromising on quality”.

The east London property, which has 125 rooms, formerly operated as one of Accor’s Ibis Styles hotels.

Hilton’s Spark brand features properties with public spaces designed for both social interaction and work, as well as offering daily buffet breakfast and a convenience shop.

Patrick Fitzgibbon, Hilton’s senior vice president of development in the EMEA region, 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.”

Spark opened its first properties in the US in October 2023 and currently has more than 30 hotels under its banner with another 175 in the development pipeline.

Alissa Klees, Spark by Hilton’s brand leader, added: “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.”