Outset Collection by Hilton, Hilton’s new collection brand that brings together independent hotels with unique character, is entering the Europe, Middle East, and Africa (EMEA) region. The brand’s first hotel in the region, Casa Verbena Madrid, is scheduled to open in late 2026.
Hilton announced that it has signed a franchise agreement with Arte Hoteles for the first Outset Collection by Hilton hotel in Europe, the Middle East, and Africa. Scheduled to open in late 2026, Casa Verbena Madrid will bring the Outset Collection by Hilton’s approach to independent hospitality—which connects with the region’s unique and local character—to the heart of Spain’s capital, offering guests a stay enriched by local stories and authenticity.
Located on Calle de Preciados in Madrid’s bustling city center, the hotel will be within walking distance of the city’s most iconic landmarks—including Puerta del Sol, Plaza Mayor, and Gran Vía—as well as numerous cultural and artistic venues, shops, and dining options.
The hotel will feature 45 modern guest rooms, as well as a warm and inviting lobby and breakfast area. With its high-end design details and strong connection to its surroundings, the property will exemplify the Outset Collection by Hilton’s approach to creating hotels with a distinctive character that reflect the fabric of their neighborhoods.
Simon Vincent, President of Hilton Europe, the Middle East, and Africa, said the following on the matter: “This agreement reflects the strong momentum of our Collection brands, which continue to grow in line with the rising demand for unique and experience-driven stays. Madrid, one of Europe’s most dynamic travel destinations, offers an ideal location for the Outset Collection, which highlights each hotel’s unique story and connection to its local community. The brand provides hotel owners with the flexibility to highlight the unique character of their properties while also offering the opportunity to leverage Hilton’s scale, reach, and commercial platform. We thank Arte Hoteles for their trust in Hilton, and we look forward to bringing this exciting vision to life together.”
Outset Collection by Hilton, part of Hilton’s growing portfolio of Collection brands, is designed for guests seeking personal, meaningful, and community-connected lodging experiences. Spanning from hidden gems waiting to be discovered to revitalized iconic buildings and distinctive city hotels, each property in the portfolio invites guests on new discoveries while offering hotel owners the flexibility to preserve the unique characteristics that make their properties one-of-a-kind.
Álvaro Mazaheri, General Manager of Arte Hoteles, said: “We are proud to partner with Hilton to bring the Outset Collection by Hilton to Madrid. This project offers an exciting opportunity to combine our local expertise with Hilton’s global platform to create a hotel that reflects the city’s energy while preserving its unique identity—one that stands out for its story, character, and originality.”
