Hilton has announced plans to expand its value-focused Spark by Hilton brand across England and Wales after signing agreements for 10 hotels with UK owner and operator AG Hotels Group.
The additions are expected to bring 672 rooms to Cardiff, Coventry, Derby, Doncaster, Hull, Peterborough, Runcorn, Sunderland, Wakefield and Washington, with openings scheduled between late 2026 and 2028.
The agreement will introduce Spark by Hilton to several new Hilton markets, including Derby, Runcorn, Wakefield and Washington. It will also include the brand’s first hotel in Wales, strengthening Hilton’s presence in Cardiff.
Paul Blackmore, vice president of development for UK and Ireland at Hilton, said the signings demonstrated growing owner demand for the brand.
He 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.”
Locations near transport and business hubs
The hotels will be located near employment centres, transport connections and visitor destinations across the UK.
Among the proposed sites is a hotel overlooking Doncaster Racecourse, while another will sit beside Derby railway station. The Peterborough property will be connected to the A1, serving one of the UK’s largest logistics corridors.
Sunderland and Washington locations are also expected to benefit from their proximity to manufacturing operations in the North East. Meanwhile, planned hotels in Runcorn, Wakefield and Hull will provide access to industrial, logistics and leisure destinations across northern England.
Girish Grover, founder and chief executive of AG Hotels Group, said the deal marked an important stage in the company’s expansion plans.
He 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.”
Grover added that the group saw further opportunities to grow through acquisitions, conversions and strategic partnerships.
Scotland debut planned for Dunfermline
The latest announcement follows Hilton’s recent agreement with SMAR Hotels Ltd to open Scotland’s first Spark by Hilton in Dunfermline.
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Located around 17 miles north-west of Edinburgh, the 53-room hotel is due to undergo a comprehensive refurbishment before opening in late 2026. Plans include dining areas, meeting facilities and guest parking.
Spark by Hilton’s conversion-led model is designed to allow existing hotels to reposition under an international brand while accessing Hilton’s commercial network and the Hilton Honors loyalty programme.
The brand launched in 2023 and has continued to grow across Europe and the Middle East, with recent expansion announcements in Italy, Spain and Saudi Arabia. Globally, Spark by Hilton has more than 275 hotels open and a development pipeline of more than 200 properties.
