Hilton’s ‘Spark’ brand to make its international debut …. in Romford

Back in January 2023, Hilton announced (yet another) new brand – Spark.

The first Spark hotel opened in Mystic, Connecticut in September 2023 and a handful of other sites have opened in the US since then.

Hilton is now looking to launch Spark outside the US. It’s clearly important to make the right choice for what will be the flagship international site.

Where is better than above an Asda in Romford?

What is a Spark hotel?

Before we get into the Romford hotel, here are the key things you need to know about Spark:

• it is a ‘premium economy’ hotel brand, whatever that means
• it is PURELY a conversion brand – there are no plans for new hotels to be built under the ‘Spark’ brand
• it will offer all guests a simple free breakfast (coffee, juice, bagel)
• all hotels will feature a 24/7 mini market in the lobby

Interestingly, Hilton claims that Spark will bring ‘consistency’, which is the factor it feels is missing from the economy end of the hotel market at present. This is interesting given that all Spark hotels will be conversions – with little ability to bring consistency to things such as room size – and implies that a substantial level of upgrading will be required.

Of course, if all hotels have to be refurbished before opening, they will be consistent in terms of ‘newness’ – although after a few years there will clearly be gaps opening up between the state of older and newer Spark hotels.

Here is a room mock-up released by Hilton when the brand was first announced:

Looking at the images, Spark appears to be aimed at the Travelodge end of the market. This is a space dominated by Wyndham and Choice in the US, and where Hilton, Marriott and IHG have tended to steer clear.

Called ‘a compelling investment option for owners’, Spark aims to provide ‘a simple, reliable and comfortable stay’ for every guest at an ‘accessible’ price.

Core brand characteristics will include ‘colourful statement walls’ and ‘energizing artwork’ in public areas and lots of ‘multi-functional seating, including rocking chairs’. Room features include open wardrobes, a fridge, a ‘bright’ bathroom and a ‘multi-purpose work table’.

And so to Romford ….

Next to the railway station in Romford, Essex is/was an Ibis Styles hotel. Here is a CGI render from the initial Accor annoucement back in late 2021:

The hotel was due to open in 2022 and was effectively a new build, with an old office building being gutted and additional floors added on top. However, it’s not clear if it was ever used by the general public.

At some point in 2022 – possibly before it even opened, I can’t be sure – it was handed over to the Home Office to house asylum seekers. The last of these checked out in February 2024.

The owners have decided not to re-open under the Ibis Styles brand and the hotel is currently being converted to ‘Spark by Hilton London Romford’.

It claims to be opening in May 2024 but isn’t taking any reservations. The photographs on the Hilton site show it as an Ibis Styles and, to be honest, it looks quite funky so hopefully not much is changed.

Depending on the price, the hotel may well be able to survive purely on people looking for a low cost option near London. It might even be a cheap way of knocking up elite night credits via a mattress run if you are just short of requalifying for Hilton Diamond Elite status.

Romford station is over the road with services to Westfield Stratford taking just 10 minutes and trains to Liverpool Street taking 15 minutes.

You can find out more on the Hilton website here.

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How to earn Hilton Honors points and status from UK credit cards (March 2025)

There are various ways of earning Hilton Honors points from UK credit and debit cards.  Many cards also have generous sign-up bonuses.

There are two dedicated Hilton Honors debit cards. These are especially attractive when spending abroad due to the 0% or 0.5% FX fee, depending on card.

You also receive FREE Hilton Honors status for as long as you hold the debit cards – Gold status with the Plus card and Silver status with the basic card. This is a great reason to apply even if you rarely use it.

We reviewed the Hilton Honors Plus Debit Card here and the Hilton Honors Debit Card here.

You can apply for either card here.

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There is another way of getting Hilton Honors status, and earning Hilton Honors points, from a payment card.

Holders of The Platinum Card from American Express receive FREE Hilton Honors Gold status for as long as they hold the card.  It also comes with Marriott Bonvoy Gold, Radisson Rewards Premium and MeliaRewards Gold status.

We reviewed American Express Platinum in detail here and you can apply here.

SPECIAL OFFER: Until 27th May 2025, the sign-up bonus on American Express Platinum is increased from 50,000 Membership Rewards points to a huge 80,000 points. Points convert 1:1 into Avios (80,000 Avios!) and many other programmes. Some people may see even higher personalised offers. Click here to apply.

You can also earn Hilton Honors points indirectly with:

• American Express Gold (20,000 bonus Amex points)
• American Express Rewards Credit Card (10,000 bonus Amex points)

SPECIAL OFFER: Until 27th May 2025, the sign-up bonus on the ‘free for a year’ American Express Preferred Rewards Gold card is increased from 20,000 Membership Rewards points to 30,000 points. Points convert 1:1 into Avios (30,000 Avios!) and many other programmes. Some people may see even higher personalised offers. Click here to apply.

and for small business owners:

• American Express Business Gold (20,000 bonus Amex points)
• American Express Business Platinum (50,000 bonus Amex points)

SPECIAL OFFER: Until 8th April 2025, the sign-up bonus on American Express Business Gold is increased from 20,000 Membership Rewards points to 60,000 points. You receive 40,000 points when you spend £6,000 within three months and a further 20,000 points if you spend on the card between Month 14 and Month 17. Points convert 1:1 into Avios and many other programmes. Click here to apply.

SPECIAL OFFER: Until 8th April 2025, the sign-up bonus on American Express Business Platinum is increased from 50,000 Membership Rewards points to 120,000 points. You receive 80,000 points when you spend £12,000 within three months and a further 40,000 points if you spend on the card between Month 14 and Month 17. Points convert 1:1 into Avios and many other programmes. Click here to apply.

The conversion rate from American Express to Hilton points is 1:2.

Click here to read our detailed summary of all UK credit cards which can be used to earn Hilton Honors points.