Hilton has signed a ten hotel deal to build out the presence of its Spark brand in the UK hotel marketplace.

A strategic agreement with hotel landlord AG Hotels Group will see conversions take place at hotels across key provincial towns and cities including Cardiff, Coventry, Derby, Doncaster, Hull and Peterborough. Properties will switch on a timeline from late 2026 through to 2028, as refurbishments take place. All together, the properties will add 672 rooms to the Spark inventory in the UK.

A Portfolio Deal Across Regional Cities

AG Hotels has built a portfolio of regional UK hotels in recent years. The portfolio includes several former Campanile Hotels, some featuring external balcony walkways in the style of an American motel, which are now to be rebranded as Spark.

“We are delighted to partner with Hilton to expand Spark by Hilton across the UK,” commented Girish Grover, founder & CEO of AG Hotels. “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.”

Specifically, the additions are:

• Spark by Hilton Cardiff North, a 51 room former Campanile site now back in business following use for asylum seeker contracts.
• The 48 room Hilton Coventry Walsgrave, close to the city’s university hospital
• Spark by Hilton Derby Station, a city centre location with 100 rooms
• Spark by Hilton Doncaster East, a 51 room property with views across Doncaster racecourse
• Spark by Hilton Hull Central, another former Campanile property close to the city centre
• Spark by Hilton Peterborough Norman Cross, a larger hotel with 99 rooms, just off the major A1(M) arterial road
• Another rail station hotel, Spark by Hilton Runcorn, with 53 rooms
• Spark by Hilton Sunderland Northern Spire Bridge, ideally located for sports fans, close to the Stadium of Light
• Spark by Hilton Wakefield South, a 77 room edge of town hotel with easy motorway connections
• Spark by Hilton Washington Newcastle South, ideally located between Newcastle and Sunderland.

Hilton has also signed a separate deal to launch Spark in Scotland. An agreement with SMAR Hotels will see a 53 room hotel in Dunfermline switch to the brand, following a comprehensive refurbishment.

Spark Growth Accelerates Internationally

The Spark brand was launched in 2023, as an economy level brand that will open up the Hilton ecosystem to a new market of younger, more price-conscious travellers around the globe. The brand launched as is normal for Hilton, in the USA but quickly expanded into international markets. Fast forward to autumn 2026, and the brand has 275 hotels open globally, with a further 200 signed.

In May 2026, the brand signed its first hotel in Italy, Spark Milan Linate Airport. The 118 room property comes to the brand thanks to an agreement with ELE Spa, and is just a 10 minute walk from the airport terminal. The brand has also launched in the Middle East, starting with the Spark by Hilton Makkah Aziziyah. The 329 room property will add to the location’s offer for religious pilgrims, with the hotel interior including separate male and female prayer rooms.