- First Outset Collection by Hilton property in Europe, the Middle East and Africa expected to open in late 2026.
- Casa Verbena Madrid, Outset Collection by Hilton will offer 45 modern guest rooms in the heart of the city, close to many of its best-known attractions.
- The signing expands Hilton’s growing lifestyle portfolio and presence in Spain.
MADRID, Spain – Hilton (NYSE: HLT) today announced the signing of a franchise agreement with Arte Hoteles for the first Outset Collection by Hilton property in Europe, the Middle East and Africa. Expected to open later this year, Casa Verbena Madrid, Outset Collection by Hilton, will bring the brand’s soulful approach to independent hospitality to the heart of Spain’s capital, offering travellers a stay shaped by local story and individuality.
Located in Madrid’s vibrant city centre on Calle de Preciados, the hotel is within walking distance of many of the city’s most iconic attractions, including Puerta del Sol, Plaza Mayor and Gran Vía, as well as a wide range of cultural landmarks, shops and dining destinations.
The hotel will offer 45 modern guest rooms, alongside a welcoming reception space and breakfast area. With upscale finishes and a strong connection to its surroundings, the property will reflect Outset Collection by Hilton’s focus on hotels with distinctive personalities tailored to the communities they serve.
Simon Vincent, president, EMEA, Europe, Middle East & Africa, Hilton, said, “This signing reflects the strong momentum behind our portfolio of Collection brands, which continues to expand in response to growing demand for distinctive, experience-led stays. As one of Europe’s most dynamic travel destinations, Madrid offers the ideal setting for Outset Collection, a brand that celebrates the individual story of each property and its connection to the local area. The collection gives owners the flexibility to showcase the unique character of their hotels, while benefiting from Hilton’s scale, reach and commercial platform. We are grateful to Arte Hoteles for their trust in Hilton and look forward to working together to bring this exciting vision to life.”
Outset Collection by Hilton is part of Hilton’s growing portfolio of Collection brands and is designed for guests who want stays that feel personal, meaningful and connected to their surroundings. From hidden gems and revived landmarks to bold urban boutiques, each hotel invites discovery while giving owners the flexibility to preserve what makes their property unique.
Álvaro Mazaheri, managing director, Arte Hoteles, said, “We are proud to partner with Hilton to introduce Outset Collection by Hilton to Madrid. This project represents an exciting opportunity to pair our local expertise with Hilton’s global platform, creating a hotel with story, character and individuality that reflects the energy of the city, while retaining its own distinctive identity.”
Casa Verbena Madrid, Outset Collection by Hilton, will join Hilton’s growing Spanish portfolio, including the recent opening of Hotel Palacio Bellas Artes San Sebastian, Curio Collection by Hilton and the upcoming openings of DoubleTree by Hilton Madrid Principe de Vergara and Cuber House Valencia, Curio Collection by Hilton.
FAQ: Outset Collection by Hilton Set for EMEA Debut
Casa Verbena Madrid, Outset Collection by Hilton is set to open later in 2026.
Casa Verbena Madrid will offer 45 modern guest rooms.
Casa Verbena Madrid is located on Calle de Preciados in central Madrid, within walking distance of key attractions including Puerta del Sol, Plaza Mayor and Gran Vía.
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About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 28 world-class brands comprising more than 9,400 properties and nearly 1.4 million rooms, in 144 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 4 billion guests in its more than 100-year history. Named as the No. 1 World’s Best Workplace by Great Place to Work and Fortune, Hilton aims to create the best culture for its 500,000 team members around the world. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 260 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X, LinkedIn, Instagram and YouTube.
About Outset Collection by Hilton
Outset Collection by Hilton is a portfolio of soulful, independent hotels designed for travelers seeking stays with story, character and individuality. From hidden gems and revived landmarks to bold urban boutiques, each Outset Collection property reflects the spirit of its destination while delivering Hilton’s signature hospitality. Whether serving as a basecamp for adventure or a hub of cultural exploration, Outset Collection hotels invite guests to embark on something new. Guests can experience Outset Collection by booking at Hilton.com or through the industry leading Hilton Honors app. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Outset Collection by Hilton at stories.hilton.com.