Europe's first premium economy hotel by Hilton hotel chain will open in Romford “in the coming weeks”, a company spokesperson has said.

The “industry disrupting” brand, Spark by Hilton, has taken over the former IBIS Styles hotel on South Street in a franchise agreement with Romford South Ltd.

The 125-room hotel follows the launch of the Spark by Hilton brand in 2023 in the US and the spokesperson said the chain has rapidly grown to more than 30 operating hotels with at least another 175 under development globally.

The property in Romford, she added, will be “ideal for guests looking to maximise the value of their travel budget without compromising on quality” and will deliver “reliable, friendly essentials with unexpected touches and feature Spark’s signature amenities”.

Guest rooms will be fitted with practical amenities like simple streamlined furniture, an open closet, multi-purpose work surface and a bright bathroom, she revealed.

Newham Recorder: The guest rooms will reportedly have a bright bathroom featuring Zero% bathroom amenitiesThe guest rooms will reportedly have a bright bathroom featuring Zero% bathroom amenities (Image: Hilton Hotels)She further said: “Bright public spaces with multi-functional seating, from communal tables to rocking chairs, will offer plenty of comfortable options for guests to socialise or work”.

Read More: Spark by Hilton hotel in South Street, Romford set to open

The other amenities at the site reportedly includes a daily breakfast buffet, a signature “hydration cart” featuring complimentary still and sparkling water as well as whole fruit and a 24-hour retail market.

The hotel will have simple, inspired design with “splashes of colour, vibrant exterior statement walls” and “energising artwork”, the spokesperson added.

The company, she said, chose the site in Romford as it has easy access to more than 400 shops, restaurants, and cafes, and is located next to Romford station that offers direct access to central London, Stansted Airport and Heathrow airport via Elizabeth Line.

Alissa Klees, brand leader for Spark by Hilton, added they are “delighted” to bring their breakthrough premium economy brand in Europe that provides a “consistently reliable experience for this underserved group of travellers”.

“Spark by Hilton delivers all the essentials done exceptionally well, alongside reliable and friendly service to ensure every traveller can enjoy a great hotel experience”, she said.

Adi Hodzic, the CEO of Romford South Ltd, expressed his excitement over partnering with Hilton to launch the first Spark by Hilton hotel in Europe.

He said: “This hotel provides a fantastic base for guests looking to explore the local area and benefit from Romford’s fantastic transport links.

"We’re grateful to Hilton for their support as we prepare for opening, and we can’t wait to see the hotel welcome its first guests later this month.”

The former IBIS Styles hotel closed in April and has been removed from Accor group’s portfolio.

An Accor spokesperson said: "We can confirm that Accor and the property owner mutually agreed to part ways in April 2024 and the hotel is no longer part of our group."