A first for Outset Collection outside North America
Hilton (NYSE: HLT) has announced a franchise agreement with Arte Hoteles for the opening of the first Outset Collection by Hilton hotel in Europe, the Middle East and Africa. Casa Verbena Madrid, Outset Collection by Hilton, is expected to open in late 2026.
Launched in 2025 as the group’s 25th brand and eighth lifestyle brand, Outset Collection by Hilton had until now been focused exclusively on the North American market, where more than sixty hotels are in development. The collection’s first property opened in San Diego, California, under the The Margot Hotel banner. The Madrid signing therefore marks the starting point for the brand’s rollout beyond the American continent.
A strategic location in the heart of Madrid
Casa Verbena Madrid, Outset Collection by Hilton, will be located on Calle de Preciados, just steps from Puerta del Sol, Plaza Mayor and Gran Vía. The property will feature 45 modern guest rooms, a reception area and a breakfast space, set within an urban environment dense with tourist and cultural attractions.
The project’s interior design and high-end finishes are intended to reflect Outset Collection’s ambition: hotels with a strong local identity, rooted in their neighbourhood and each carrying its own story.
A brand built for independence and local identity
Simon Vincent, Hilton’s EMEA President, said the signing reflects the momentum of the group’s Collection brand portfolio, driven by growing demand for distinctive, experience-led stays. He described Madrid as a destination particularly well suited to a brand that values each hotel’s individual story and its connection to its surroundings, while giving owners the flexibility to preserve their property’s identity, backed by Hilton’s commercial platform and global reach.
Álvaro Mazaheri, Managing Director of Arte Hoteles, said for his part that the partnership with Hilton brings together his group’s local expertise and the American giant’s global platform, to create a hotel with its own distinct identity, in step with Madrid’s energy.
Strengthening Hilton’s Spanish portfolio
Casa Verbena Madrid adds to a fast-growing Spanish portfolio for Hilton, which recently opened the Hotel Palacio Bellas Artes San Sebastian, Curio Collection by Hilton. The group is also preparing the arrival of the DoubleTree by Hilton Madrid Principe de Vergara and the Cuber House Valencia, Curio Collection by Hilton, two forthcoming openings that confirm the group’s growing presence in the Spanish market.
According to the group’s latest financial results, Hilton’s pipeline growth continues to be driven by the rise of its lifestyle brands, of which Outset Collection is now one of the drivers of development outside the United States.
At a glance by The Hospitality Tribune
Hilton signs first Outset Collection by Hilton in EMEA
Franchise agreement signed with Arte Hoteles for Casa Verbena Madrid
Opening expected late 2026, in central Madrid on Calle de Preciados
45 guest rooms, plus reception and breakfast area
First Outset Collection by Hilton property outside North America
Joins Hilton’s growing Spanish pipeline, including DoubleTree by Hilton Madrid Principe de Vergara and Cuber House Valencia, Curio Collection by Hilton
