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

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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?

Spark by Hilton Romford logo

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:

Spark by Hilton bedroom

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:

Spark by Hilton Romford

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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Comments (81)

This article is closed to new comments. Feel free to ask your question in the HfP forums.

  • John says:
    11 May11 May 04:15

    If Spark is premium economy what’s Hampton

    • aseftel says:
      11 May11 May 07:41

      I think they would describe it as ‘upper midscale’, which presumably makes sense if you’re a hotel industry whacko with 30+ brands.

  • Dominic says:
    11 May11 May 05:35

    Out of interest… could them avoiding re-opening as an Ibis be to avoid “this was an asylum seeker hotel”?

    Re-brand with the Home Office cash to avoid a tarnished rep (rightly or wrongly).

    • Bagoly says:
      11 May11 May 16:43

      Exactly what I thought.
      Suggests the owners, unusually, actually understand how real people see branding working.

  • Graeme says:
    11 May11 May 05:52

    Never thought I’d see the word ‘Romford’ on here!

  • The Savage Squirrel says:
    11 May11 May 06:24

    “Spark will bring ‘consistency’, which is the factor it feels is missing from the economy end of the hotel market at present.”

    Yep, that’s right and thank the Lord this is being created! There’s absolutely definitely no large, and somewhat purple, chain in the UK that brings a pretty consistent (especially given the size of the estate!) and acceptable product to the budget end of the chain hotel market currently…

    • TGLoyalty says:
      11 May11 May 08:19

      The U.K. is no longer the centre of the world but even then like you say there’s a massive gap because there’s only one!

      Europe is full of rubbish independent hotels and travelodge style brands which are poor and don’t have the reputation their owners might be looking for in order to justify investment … Hilton/Marriott are looking for a slice of this pie globally.

      • HampshireHog says:
        11 May11 May 13:49

        Well in the UK Premier inn has built a strong brand, generally consistent with no commission paid to intermediaries.
        It’s my benchmark for bread and butter UK stays, excellent Heathrow and Gatwick options for example.
        These chains with their 30+ brands which have no recognition are increasingly irrelevant to me. When looking at locations I want to stay in for leisure Airbnb and independents are generally now my choice

        • TGLoyalty says:
          11 May11 May 15:06

          For every Heathrow or Gatwick there’s a dump in some seaside town or on the outskirts of a second city.

          Theres no premier Inn near me I would be seen dead sleeping in and my only stay in a travelodge in the north was disgusting.

          Airbnb is good except it’s not for a single night when you just want to sleep. Good independents are great but they are few and far between hence the state of our seaside accommodation options in the UK

          • HampshireHog says:
            11 May11 May 16:54

            I agree re the generally shocking state of all but a handful of UK independent hotels, Basil and Cybil’s everywhere. Europe and further I have found plenty of often family run marvellous independent properties

          • HampshireHog says:
            11 May11 May 16:55

            Funnily enough I had cause to stay in two Travelodges recently, both newly renovated and just fine, the other clients tho….

    • Lady London says:
      11 May11 May 09:42

      …And Premier Inn can often be really expensive now, I wouldn’t say it’s anymore reliable for budget prices.

      This looks like it was an old cinema building – possibly called something like the Adelphi – and like quite a few may have been a bingo hall at some time after that.

      IHG had a fairly budget option at Newbury Park also East and this might be similar level.

      • valeoak says:
        11 May11 May 10:41

        You say that “Premier Inn can often be really expensive now”, but what are you comparing to? Are you comparing to the prices it used to charge? If so, I think you’re onto a loser there as those days are gone. Compared to any other hotel chain, I still find Premier Inn very competitive in terms of price – only being outdone by Ibis Budget, whose hotels are only one step removed from hostels.

        I only book Premier Plus rooms with Premier Inn, but more often than not find them cheaper than the rooms available in a nearby Ibis, Travelodge, Holiday Inn, etc. And the room you’re getting is better than an Ibis Styles or a Moxy, etc. For example, I was recently looking at hotels for a night’s stay at Heathrow in September and of all the chains Premier Inn was coming out as the cheapest, even with a Premier Plus room. It was significantly cheaper than the Holiday Inn next door. And whilst I like the Marriott International group, again a Premier Plus room in a Premier Inn will beat (in price and quality) a room at an equivalent Moxy Hotel (e.g., compare prices of the respective hotels at Stratford).

        I do not see Spark by Hilton outcompeting Premier Inn on price (and by the look of the room, nor quality – at least when comparing with a Premier Plus room).

        • Ian says:
          11 May11 May 11:39

          Agree about Premier Plus rooms.

          Sadly not at all locations.

        • Gordon says:
          11 May11 May 19:29

          Agree- I booked parking at moxy bath road(via “your parking space”but booked the night stay at premier inn a 10 minute walk away, as it was competitive on pricing, Moxy had a zero cancellation option.

      • tootsci says:
        11 May11 May 15:32

        Do you know what happened to the Newbury Park HIE? I was booked in for later this year and I got an email to say the booking couldn’t be honoured so have ended up in the PI Romford West. I’m just curious as you refer to it in the past tense?

  • SamG says:
    11 May11 May 07:13

    There is a very healthy market for options near decent transport at a lower price point during the week for people that live outside London and are coming in for a couple of midweek nights. Even Travelodge can be £200 in central London but their hotels in Docklands, Barking, Ilford, Stratford etc can have me in my office in ~30mins for under £100

    I imagine the weekend is similar , people coming in for a show etc but wanting something less expensive but still reliable quality

  • Robbie says:
    11 May11 May 07:21

    I wonder if the HFP team will have as much gusto checking this one out as they do for 5 star resorts!

    • Rob says:
      11 May11 May 08:43

      We’ve reviewed an Ibis Styles before.

      • Lady London says:
        11 May11 May 09:45

        through gritted teeth ?
        🙂

        • Rob says:
          11 May11 May 09:55

          Anika did it. Was good. The point is that this end of the market is little different now from a 3/4 star.

          • sayling says:
            11 May11 May 10:03

            At least you’re unlikely to face extra charges for pool access

          • Gordon says:
            11 May11 May 19:45

            Example, the Holiday inn in Cambridge is £20 a night dearer than the premier inn in the same county, but has a pool Sauna,steam room, so that’s worth the £20 to me.

          • r* says:
            11 May11 May 19:56

            If this was in the US, it would probably have a $25 facility fee added to the price 😀

  • ee says:
    11 May11 May 07:42

    The co-op closed and was semi derelict for a while. It’s now an Asda. Whether that’s an improvement I’m not really sure!

    Living in north Essex and working in the city, this could be perfect for mattress runs if the price is right. It really could not be closer to Romford station.

    • TGLoyalty says:
      11 May11 May 08:22

      Exactly sometimes you just need a bed in a clean, warm, quiet space with good transport links and nothing more. Especially for the hospital example below.

    • Amy says:
      11 May11 May 08:55

      I commute to work at Queens in Romford daily. Can confirm the Asda is a downgrade over Co op. Mainly as the shelves are bare alot. They’re is interesting ‘life’ outside here too. Although it is 30secs from a Liz Line station and 1 min to a ‘spoons

    • Panda Mick says:
      11 May11 May 09:32

      As a poor pie connoisseur, co-op port pies are excellent. Asda: garbage. So, most certainly a downgrade

    • Erico1875 says:
      11 May11 May 10:01

      Seems pointless having a convenience store in lobby when an Ada is below

      • callum says:
        11 May11 May 14:24

        I regularly see newsagents next to large supermarkets – people are lazy and will often pay a little more to save a few steps/minutes.

        Not to mention, ASDA isn’t open 24/7. I know I’ve arrived at a hotel late at night numerous times when the local supermarkets are all closed (or on a Sunday with the UK’s ridiculous Sunday trading laws).

      • memesweeper says:
        11 May11 May 14:47

        Asda unlikely to be 24/7

      • HampshireHog says:
        11 May11 May 16:59

        I reckon they’ll be a fair few Ada’s out Romford way…

      • Richie says:
        11 May11 May 17:49

        Where’s Cissie?

    • valeoak says:
      11 May11 May 11:03

      Not a fan of Co-op, but I’d take that over Asda any day of the week!

  • Stephen Reynolds says:
    11 May11 May 08:06

    Ideal for football fans going to games at West Ham.

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