Phil Cordell, SVP of brand management for Hampton, says the economy brand has had an incredibly strong pipeline of 150 new properties per year across the globe. "In the UK, we believe we can rise above the competitors, specifically Premier Travel Inn and Express Holiday Inn," he says.

Sixty percent of new hotel growth has been with this type of hotel, Cordell says. "These new properties in the UK will allow us to be more formidable. They're going to be much more flexible, such as a smaller but more efficient guest room, a more inviting lobby, streamlined dining options and amenities such as free breakfast and WiFi," he says.

It's harder to get big enough properties for the Hampton hotels in the UK, as land is much more expensive than in the US, necessitating a smaller-room property, he says. However, Cordell says the benefits to building in the UK includes financing options similar to the US. The partnership is the third in a series of mergers that will allow Hilton to open about 70 Hampton brand hotels on an international scale in the next five years, including 15 properties with 2,500 rooms to Turkey. The first Hampton broke ground this month in Corby North, UK, with an opening expected in 2009.