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Hilton Introduces Trio of New Hotel Brands to Spain’s Capital

The trio includes Canopy by Hilton Madrid Castellana, first for Spain; El Metropol Madrid, Curio Collection by Hilton, first for Madrid; and Atocha Hotel Madrid, Tapestry Collection by Hilton, first for Spain and first outside Americas

MADRID and MCLEAN, Va. - Hilton (NYSE: HLT) today announced the signing of three hotel franchise agreements with strategic investor partners, bringing three new brands to Madrid, of which two mark brand entries to the country. The addition of Canopy by Hilton Madrid Castellana; El Metropol Madrid, Curio Collection by Hilton; and Atocha Hotel Madrid, Tapestry Collection by Hilton represents a significant milestone for the global hospitality company, illustrating Hilton’s continued investment in Madrid as a premier tourist destination and its ambitions to further expand across Spain.

Patrick Fitzgibbon, senior vice president, development, EMEA, Hilton, said: "Spain has seen a surge in popularity, and Madrid is a particularly strong tourist market that has so much to offer. In 2018 the city welcomed a record-breaking 10 million visitors, making Madrid one of Europe’s most dynamic destinations for both business and leisure travellers. Responding to the increasing demand for great hotels combined with opportunities from world-class infrastructure investment and regeneration programmes, Hilton has expanded its portfolio to bring some of our most popular brands to Spain. Our new Madrid hotels will offer fantastic guest experiences and enrich communities.”

Canopy by Hilton Madrid Castellana

In partnership with Hotel Investment Partners (HIP), Hilton introduces its upper-upscale lifestyle brand, Canopy by Hilton, to Spain. HIP, Blackstone’s hotel investment platform, own the property and intend to invest €34 million in the hotel’s transformation, which will offer 311 guest rooms and multiple dining outlets, including a terrace restaurant overlooking Carlos Trias Bertran Square and a signature lobby café, Canopy Central. Expected to open in 2021, Canopy by Hilton Madrid Castellana is a perfect venue for guests looking to explore the capital. Situated close to the Paseo de la Castellana, one of the longest and widest avenues of Madrid, the hotel is near vibrant neighbourhood bars and restaurants, commercial buildings and international company headquarters, as well as Madrid’s world-famous Santiago Bernabéu Stadium, home of Real Madrid Football Club.

El Metropol Madrid, Curio Collection by Hilton

Joining a global portfolio of more than 70 one-of-a-kind hotels and resorts and located at the corner of Calle de la Montera and Gran Via, El Metropol Madrid, Curio Collection by Hilton is in the heart of Madrid’s historical town centre and close to the lively Puerta del Sol neighbourhood. With many rooms facing Gran Via, one of the city’s bustling streets with theatres, cinemas, shopping, restaurants and bars, guests can enjoy a stunning view of Madrid city life. Guests at the 93-room upper-upscale hotel will enjoy a range of facilities and amenities, including a rooftop bar with unbeatable city views. Its central location means many tourist attractions are within walking distance with easy access to Madrid’s metro network and connections to its business district. In partnership with owning company Montera 47, El Metropol Madrid is slated to make its debut in January 2021, joining existing Curio Collection hotels in Barcelona, Alicante, Malaga and Ibiza. 

Atocha Hotel Madrid, Tapestry Collection by Hilton

Atocha Hotel Madrid, Tapestry Collection by Hilton joins a portfolio of hotels that offer guests unique style and an authentic connection to their destination. Brought to market by hotel operator Panoram Hotel Management, the 46-room hotel on Calle Atocha is just metres from Madrid Atocha railway station, the busiest in Spain, and is within walking distance of popular tourist attractions, including the Museo Reina Sofia, Prado Museum and the El Reitro Park. The first Tapestry Collection hotel to open in Spain and the brand’s first outside the Americas, Atocha Hotel Madrid will introduce the Tapestry Collection experience to Madrid locals and visitors alike. Amongst the amenities available, guests can select to stay in one of four Five Feet to Fitness rooms, a revolutionary in-room wellness concept created by Hilton allowing guests to work out in their guest room, with more than 11 pieces of fitness equipment and accessory options to choose from. The hotel is anticipated to open in the first quarter of 2020. 

Hilton opened its first hotel in Madrid in 1953 and has since continued its commitment to investing in the city and supporting its growth as a leading tourist destination. Other Madrid properties include Hilton Madrid Airport (284 rooms), DoubleTree by Hilton Madrid Prado (61 rooms) and the 138-room Hampton by Hilton Madrid Alcobendas, located on Avenida de Fernando Alonso, which is set to open in January 2020.

Expansion on the Iberian Peninsula is a strategic focus for Hilton, and the company is growing faster in the region than ever before. It has signed a new Franchise or Management Agreement for a hotel in Spain every two months for the past two years, which represents more than 1,800 new keys. Hilton’s current Spanish portfolio of 12 hotels and resorts offers more than 2,000 hotel guest rooms and suites.

About HIP Hotel Investment Partners

HIP Hotel Investment Partners is the leading leisure real estate company in Spain, owning 62 hotels comprising more than 18,000 rooms. The hotels are predominantly operated under management contracts with strong national and international operators, including Ritz-Carlton, AC Marriott, Lopesan, Meliá and Barceló, amongst others. HIP projects to invest over €500 million to transform its portfolio of hotels. The company has a unique team comprised of 100 people who enjoy an outstanding track record in the hospitality sector. 

About Panoram Hotel Management

Panoram Hotel Management is a company specialized in hotel management under different brands. In its 30 years of history, it has been adapting its business model to the industry needs, always seeking to maximize the profitability of its projects. Panoram Hotel Management currently has a portfolio of nine hotels in Madrid, Barcelona and La Rioja managed through different operating business models (ownership, leasing, management and franchise) including DoubleTree by Hilton Madrid Prado, Hampton by Hilton Alcobendas and Atocha Hotel Madrid, Tapestry Collection by Hilton. 

About Montera 47

Montera 47 is a subsidiary of ATIR Hospitality, a Spanish firm specialized in investment and direct management of assets for hotel use. Headquartered in Barcelona, it offers integral solutions detecting opportunities for hotel development, taking charge of the design, development and management of the hotel, and ensuring the viability of the operation. It currently operates hotel products in Barcelona under their own brand (Praktik Hotels), as well as two hotels under an international franchise. It also has three new projects in different stages of development.

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 7,600 properties and nearly 1.2 million rooms, in 126 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices for seven consecutive years. 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 nearly 190 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 for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.