A major hotel brand has added a Peterborough hotel to its brand in a deal agreed this week.
The 99-room Spark by Hilton Peterborough Norman Cross will open just off the A1(M), one of 10 new sites covered by a deal between Hilton and AG Hotels Group.
The other sites are in Cardiff, Coventry, Derby, Doncaster, Hull, Runcorn, Sunderland, Wakefield and Washington.
Hilton says the Milestone Hotel at Norman Cross will serve the area’s growing logistics sector, visitors to Peterborough’s historic attractions and people attending events.
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Paul Blackmore, vice president of development, UK and Ireland at Hilton, said: "These signings underline the strength of demand for Spark by Hilton that 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."
AG Hotels Group owns and runs hotels across the UK.
Girish Grover, founder and CEO of 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."
The new hotels are due to open between late 2026 and 2028.
The Hilton group also has its Hilton Garden Inn branding on a new 160-bedroom hotel currently under construction at Fletton Quays.
Spark by Hilton allows existing hotels to be rebranded and repositioned under the Hilton name.
Owners can then use Hilton’s global commercial platform and Hilton Honors loyalty programme.
Launched in 2023, Spark by Hilton has expanded across Europe and the Middle East, with sites recently announced in Italy, Spain and Saudi Arabia.
The brand currently has more than 275 open hotels worldwide and more than 200 in development.
The 160-room Hilton Garden Inn was sold to Leisure & Co Hotel Ltd and is expected to open at Fletton Quays in summer 2027.
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