I was wondering what the consistency of the Spark brand will be in Europe after the first openings.

At the moment only the Spark by Hilton London Romford is available, open between May and June, where I stayed at the end of November. This is a rebranding of a previous Ibis Styles and based on my experience I would position it below the Hampton brand (due to the very small size of the rooms I would have previously imagined it as an Ibis Budget), and in my opinion its ideal price range should not exceed £60-80, considering that in these months some properties not far from London offer prices under 50 pounds.

Tomorrow, December 5th, it is scheduled to open the Spark by Hilton Vienna Donaustadt, a rebranding of the previous 4 stars hotel Bassena Wien Donaustadt, although I have some doubts that this will happen, because while yesterday it was possible to book rooms from 5 December at prices around 120-130 euros, today they are no longer available and the first availability starts from 6 January 2025, with prices around 80 euros for the entire month of January, which I consider correct for the period and type of structure. Strangely, in the first week of February I see prices of 200 euros which would seem disproportionate to me for the type of hotel.

The Spark by Hilton Vienna Messe Prater opens on 27 December, again in Vienna. Also in this case it is a rebranding of the previous 4 star hotel Bassena Wien Messe Prater, and from the www.bassenahotels.com website it would seem that there are only these two hotels in the Bassena brand. Prices are generally above 100 euros, and on some days well over 200 euros. Breakfast buffet is priced at 24 euros p.p.

Looking at the photos on the website of these two hotels, I struggle to imagine them positioned on the same level and in the same brand as the Spark in London Romford.

Continuing the search for Spark hotels in Europe ( http://www.hilton.com/en/locations/e...ark-by-hilton/ ) appears Spark by Hilton Pobierowo, located in a small Polish village on the Baltic Sea in the West Pomeranian Voivodeship. From the images it seems like a group of recently built holiday apartments overlooking the sea (on Google maps you can still see the construction work in progress) and not a rebranding of a previous hotel. From the information on the website above, the inauguration is reported in December 2024, but reservations are not yet accepted. And again from the photos present, the rooms seem very basic (they remind me a lot of the holiday homes of the former Soviet empire) and are certainly not comparable to the other Spark hotels listed above. On the other hand, in this hotel breakfast is free for all guests.

The latest Spark among the upcoming openings in Europe is the Spark by Hilton Stuttgart Sindelfingen, whose opening is scheduled for January 31, 2025.
In this case it is a rebranding of the previous NH Stuttgart Sindelfingen and from the photos on the website it seems to have all the characteristics of a good 4 star hotel. Prices starting from 63 euros which for the type of hotel would seem like a real bargain.

Of the 5 Spark hotels described above I struggle to find a common denominator and a homogeneous positioning on the market.