Hilton Hotels has signed its first Spark branded hotel in mainland Europe, as it sets out to build a large network for its newest hotel brand.
Spark by Hilton Stuttgart Sindelfingen is set to open later this year, following conversion of a property in the German city that previously operated under the NH brand. The 103 room hotel will be refurbished to the Spark brand style and colourways in the coming weeks.
A strong German partner
The hotel will operate under a franchise agreement with Aspire Hotels GmbH. Germany-based Aspire is a fast growing third party hotel operator, which took on its first franchise hotel in autumn 2023. In February 2024 the group launched the largest Ramada Encore in EMEA, when it opened a 366 room in Munich, close to the city’s main trade fair site.
“We are excited to introduce Spark by Hilton to Germany, marking a significant step in the brand’s expansion following its successful launch and rapid growth in the US,” said Patrick Fitzgibbon, senior vice president, development, EMEA for Hilton. “This represents an important milestone in our journey to serve the considerable demand for premium economy accommodation.”
The Spark brand was launched in September 2023, designed from the outset as a flexible premium economy brand that could be quickly created by converting existing hotels to the format. Hilton says the brand has the greatest traction it has ever created for a new brand, and in less than a year the group has close to 50 Spark hotels already open, and a further 175 committed to a development pipeline.
Spark has a simple offering with no fancy restaurant, and a simple buffet breakfast offer. Rooms will feature a fridge, multipurpose work table and an open wardrobe.
While launched in the USA, Spark was from the outset promised as a truly international brand. Already in Europe, Hilton has signed its first Spark, in Romford, east London. There, a former Ibis Styles hotel has been converted as the first example of a Spark in the UK. In the US, the strong pipeline includes conversions of properties in Artesia and Nacogdoches.
Looking to broaden customer appeal
Hilton’s creation of Spark is an acknowledgement from a major hotel brand group that it needs to address the cheaper end of the market, if it is to attract young customers who will become the high spenders of the future. Without such initiatives, the average age of hotel loyalty programmes will grow ever higher – a highly undesirable outcome.
Hilton’s rival Marriott, too, has looked at improving its offering at the value end of hotel space. During the first half of 2024 it trailed a new brand, with the working title Project Mid-T, aimed squarely in the midscale space and with the aim of creating a brand that will be easy for conversion properties to access at low cost.
