Hilton’s ‘Spark’ hotel brand continues to roll out – first Romford, now Luton

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.

The first site outside the US opened in May, above an Asda in Romford.

The second site opened this week in Luton.

What is a Spark hotel?

Before we get into the Luton 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
• in North America it will offer all guests a simple free breakfast (coffee, juice, bagel) but in the rest of the world you will have to pay unless you have Hilton Gold or Diamond status
• 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 Luton ….

In central Luton, virtually opposite Cineworld and very close to the railway station, was the Sadie Best Western hotel.

Sadie is an attempt by Best Western to get into the Moxy market. The brand is described as:

Keep pace with the pulse of the city and venture in to a lively space that is chic and sophisticated with an allure that carries a grungy edge. This trendy collection of boutique-style hotels is inspired by bold designs, multifunctional spaces and meticulously curated detail that creates an inviting experience. 

To be honest I didn’t even know that Sadie had launched in the UK. The hotel has, however, now transformed overnight into Spark by Hilton Luton, website here.

The Tripadvisor AI summary review (from the Sadie days) is positive:

The Sadie By Best Western Luton garners praise for its prime location, convenient for various downtown activities and affordable parking, as per many travelers’ opinions. While views on value are mixed, with some criticism directed towards the restaurant’s pricing and offerings, the hotel’s modern ambiance and spotless, well-appointed rooms receive consistent commendation.

Guests have called out the professional staff for their exceptional service, and the overall cleanliness and comfortable amenities are popular highlights, contributing to the hotel’s upmarket yet relaxing atmosphere.

Like the Romford hotel, the proximity to the railway station with its direct link to central London is likely to be a selling point. 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.

You can find out more about Spark Luton on the Hilton website here.

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