Hilton has announced plans to expand its value-focused Spark by Hilton chain across the UK after agreeing a deal for 10 new locations.

The agreement with owner and operator AG Hotels Group will add 672 rooms across England and Wales, with openings expected between late 2026 and 2028. The upcoming sites will cover Cardiff, Coventry, Derby, Doncaster, Hull, Peterborough, Runcorn, Sunderland, Wakefield and Washington.

The rollout takes the brand into fresh territories for the company, including Runcorn, Derby, Washington and Wakefield. It also marks the initial debut for Spark by Hilton in Wales.

Paul Blackmore, Vice President, Development, UK & Ireland, Hilton, said: “These signings underline the strength of demand for Spark by Hilton we are seeing from owners across the UK. With nearly 700 rooms in the pipeline, including the brand’s first hotel in Wales, Spark continues to gain momentum as owners recognise the strength of its value proposition and its ability to meet the needs of today’s travellers.”

Girish Grover, Founder & CEO, AG Hotels Group, said: “We are delighted to partner with Hilton to expand Spark by Hilton across the UK. This landmark agreement is closely aligned with AG Hotels Group’s mission to create happy, thriving places nationwide and represents an important step in the next phase of our growth. Our strategy is to build a scaled, high-quality hospitality platform by acquiring, repositioning and investing in well-located hotels across the UK, combining strong operational capability with leading global brands. 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.”

The selected hotels sit close to key transport links, industrial hubs and regional attractions. Planned sites include a location by Doncaster Racecourse, an address next to Derby train station, a property on the A1 corridor in Peterborough, and North East locations in Sunderland and Washington situated near regional manufacturing units. The Cardiff venue extends the group’s reach in the Welsh capital, while Hull, Wakefield and Runcorn serve industrial and travel routes in northern regions.

Separately, Hilton linked up with SMAR Hotels Ltd to introduce Scotland’s first Spark location in Dunfermline. That 53-room venue, situated roughly 17 miles from Edinburgh, will undergo work before launching in late 2026.

First launched in 2023, Spark by Hilton has built a global presence of more than 275 open venues alongside a pipeline exceeding 200 properties. The international footprint has expanded recently across Italy, Spain and Saudi Arabia.