Hilton will introduce its recently launched Outset Collection by Hilton brand to Europe, the Middle East and Africa with the opening of Casa Verbena Madrid later this year.
The 45-room Casa Verbena Madrid, Outset Collection by Hilton is expected to open in late 2026 following a franchise agreement between Hilton and Arte Hoteles.
Located on Calle de Preciados in central Madrid, the property will be within walking distance of Puerta del Sol, Plaza Mayor and Gran Vía.
The signing marks the first Outset Collection property announced for Hilton’s EMEA region and adds another lifestyle-focused hotel to the company’s expanding portfolio in Spain.
Casa Verbena Madrid to offer 45 rooms
Casa Verbena Madrid will be a relatively intimate property, featuring 45 guestrooms alongside a reception area and dedicated breakfast space.
Its central location places the hotel in one of Madrid’s busiest tourism and retail districts, with major attractions, restaurants, shops and cultural sites accessible on foot.
The hotel will operate under a franchise agreement with Arte Hoteles, combining independent ownership and local management with Hilton’s distribution, reservations and loyalty platforms.
“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,” said Álvaro Mazaheri, Managing Director of Arte Hoteles.
Outset Collection makes European debut
Outset Collection is one of the newest additions to Hilton’s growing group of collection brands.
Rather than applying a highly standardised design across every hotel, the collection is intended for independent properties that retain their own identity while joining Hilton’s global commercial platform.
The portfolio is designed to include a range of properties, from urban boutique hotels to restored historic buildings and other independently styled hotels.
Casa Verbena Madrid will become the first Outset Collection hotel in Europe, the Middle East and Africa.
“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,” said Simon Vincent, President, EMEA at Hilton.
Vincent said Madrid’s position as a major European travel destination made it a suitable market for the brand’s regional debut.
Hilton continues expansion in Spain
The Madrid signing comes as Hilton continues to expand across several brands in the Spanish hotel market.
The company recently opened Hotel Palacio Bellas Artes San Sebastian under its Curio Collection brand.
Additional properties in development include DoubleTree by Hilton Madrid Principe de Vergara and Cuber House Valencia, Curio Collection by Hilton.
Casa Verbena will further increase Hilton’s presence in central Madrid while introducing another of the company’s collection concepts to Spain.
The property is currently scheduled to welcome its first guests before the end of 2026.
