Hilton signs 10 Spark hotels in UK agreement with AG Hotels Group

Hilton announced on 14 September 2026 that it had signed 10 Spark by Hilton hotels across England and Wales through an agreement with UK owner and operator AG Hotels Group. The properties will add 672 rooms to the value-focused brand, with openings scheduled between late 2026 and 2028.

The deal includes Spark’s first hotel in Wales, in Cardiff, alongside properties in Coventry, Derby, Doncaster, Hull, Peterborough, Runcorn, Sunderland, Wakefield and Washington. According to Hilton, the agreement will also extend its presence into new markets, including Derby, Runcorn, Wakefield and Washington.

Regional portfolio targets business and leisure demand

Hilton said the portfolio’s locations provide access to employment centres, transport links and visitor attractions. Spark by Hilton Cardiff North will have 51 rooms near the A48 and M4 corridor, serving the capital’s government, business and healthcare sectors as well as visitors to attractions such as Cardiff Castle and Principality Stadium.

The 100-room Derby Station property sits between the railway station and city centre, while the 99-room Peterborough Norman Cross hotel is just off the A1(M). Hilton identified aerospace, rail engineering and manufacturing as demand sources in Derby, and logistics and distribution as key activities around Peterborough.

Doncaster East will offer 51 rooms overlooking Doncaster Racecourse, while Hull Central will have 51 rooms near the city centre, Port of Hull and MKM Stadium. The 48-room Coventry Walsgrave property is close to University Hospital Coventry & Warwickshire and business parks.

The remaining properties comprise Runcorn with 53 rooms, Sunderland Northern Spire Bridge with 63 rooms, Wakefield South with 77 rooms and Washington Newcastle South with 79 rooms. Hilton highlighted access to industrial employers, manufacturing operations and logistics networks across these locations.

Conversion model underpins owner agreement

For hotel owners, the agreement illustrates Spark’s role as a conversion brand for existing properties. Hilton said the model allows owners to reposition hotels while gaining access to its commercial platform, distribution network and Hilton Honors loyalty programme.

Paul Blackmore, Hilton’s vice president, development, UK & Ireland, said: “These signings underline the strength of demand for Spark by Hilton we are seeing from owners across the UK.” He said owners were responding to the brand’s value proposition and its ability to meet travellers’ needs.

AG Hotels Group founder and CEO Girish Grover said the partnership supported the next stage of the operator’s growth. He described a strategy based on acquiring, repositioning and investing in UK hotels, bringing together its operating capabilities and global hotel brands.

Grover also identified further acquisitions, conversions and strategic partnerships as routes for expanding AG Hotels Group’s portfolio. The company already owns and operates hotels across the UK.

Scottish opening adds to international expansion

Spark launched in 2023 and now has over 275 hotels operating worldwide, with more than 200 properties in development, according to Hilton. Recent announcements have included growth in Italy and Spain, as well as the brand’s planned entry into Saudi Arabia.

Separately from the AG Hotels Group agreement, Hilton recently signed with SMAR Hotels Ltd for Scotland’s first Spark property in Dunfermline, approximately 17 miles northwest of Edinburgh. The 53-room hotel is due to open in late 2026 following a comprehensive refurbishment, with dining areas, meeting facilities and guest parking.