Hilton has signed a deal to convert 672 rooms across 10 regional UK hotels into the Spark by Hilton brand under a strategic agreement with landlord AG Hotels Group, with properties opening on a staggered timeline from late 2026 through 2028.

The multi-property transaction gives Spark a foothold across six English provincial markets, including several former Campanile hotels that retain American-motel-style external balcony walkways. It marks the brand's largest UK commitment since the 2023 launch.

What does the AG Hotels agreement cover?

AG Hotels Group founder and CEO Girish Grover said: "We are delighted to partner with Hilton to expand Spark by Hilton across the UK. 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."

The 10-asset portfolio spans Cardiff, Coventry, Derby, Doncaster, Hull, Peterborough, Runcorn, Sunderland, Wakefield and Washington. Refurbishment programmes will run on staggered schedules through 2028. The Cardiff North property has previously operated under UK Home Office asylum-seeker contracts and will now return to commercial trading under the Spark flag.

Where are the 10 properties located?

• Spark by Hilton Cardiff North – 51 rooms, former Campanile, returning to commercial use
• Hilton Coventry Walsgrave – 48 rooms, close to the city's university hospital
• Spark by Hilton Derby Station – 100 rooms, city centre
• Spark by Hilton Doncaster East – 51 rooms, overlooking Doncaster racecourse
• Spark by Hilton Hull Central – former Campanile, close to city centre
• Spark by Hilton Peterborough Norman Cross – 99 rooms, off the A1(M)
• Spark by Hilton Runcorn – 53 rooms, rail station hotel
• Spark by Hilton Sunderland Northern Spire Bridge – close to Stadium of Light
• Spark by Hilton Wakefield South – 77 rooms, edge of town with motorway access
• Spark by Hilton Washington Newcastle South – between Newcastle and Sunderland

What does the deal signal for Spark's European rollout?

The UK transaction lands as Spark reaches commercial scale. Hilton launched the brand in 2023 as an economy offering designed to capture younger, price-conscious travellers who fall outside Hilton's midscale and premium positioning. By autumn 2026 the brand operates 275 hotels globally, with a further 200 signed across the pipeline.

European activity is gathering pace. In May 2026 Hilton signed its first Italian Spark property, the 118-room Spark Milan Linate Airport under an agreement with ELE Spa, positioned within a 10-minute walk of the terminal. The brand has also entered the Middle East with the 329-room Spark by Hilton Makkah Aziziyah, which includes separate male and female prayer rooms for religious pilgrims.

A separate UK deal will see a 53-room hotel in Dunfermline, Scotland switch to Spark under an agreement with SMAR Hotels, contingent on a comprehensive refurbishment. The combined UK and Scottish additions lift Hilton's regional conversion pipeline to 725 rooms under Spark.

What happens next?

Operators should track late-2026 openings for early RevPAR readings on provincial UK demand at the Spark price point, and watch the Spark Milan Linate Airport launch as a continental benchmark against competing airport-located economy brands. AG Hotels' stated acquisition appetite signals further UK regional conversions through 2027 and 2028.