First in Europe, Middle East and Africa: Hilton Collection Brand to Open in Major Tourist City

Hilton is bringing its Outset Collection brand to Europe, the Middle East and Africa for the first time with a new hotel in central Madrid.

The company has signed a franchise agreement with Arte Hoteles for Casa Verbena Madrid, Outset Collection by Hilton, which is expected to open later this year.

Casa Verbena Madrid. Photo: © 2026 Hilton

The 45-room hotel will be located on Calle de Preciados in the heart of the Spanish capital, within walking distance of Puerta del Sol, Plaza Mayor and Gran Vía. The surrounding area is also home to numerous cultural attractions, shops and restaurants.

Casa Verbena Madrid will also feature a reception area and breakfast space. Hilton says the property will retain an individual character while operating as part of its Outset Collection portfolio, which focuses on independent hotels with distinctive identities and connections to their local surroundings.

Casa Verbena Madrid. Photo: © 2026 Hilton

The Madrid opening marks an expansion of Outset Collection into the EMEA region. The brand is part of Hilton's wider Collection portfolio and is aimed at properties where owners can maintain elements that make each hotel distinctive while accessing Hilton's global distribution and commercial systems.

Simon Vincent, president, EMEA at Hilton, said the signing reflects continued expansion of the company's Collection brands as demand grows for more distinctive hotel experiences.

“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,” Vincent said.

Arte Hoteles managing director Álvaro Mazaheri said the company plans to combine its knowledge of Madrid with Hilton's international platform.

“We are proud to partner with Hilton to introduce Outset Collection by Hilton to Madrid,” Mazaheri said. He added that the project is intended to create a hotel that reflects the city while retaining its own identity.

The property will add to Hilton's growing presence in Spain. The company's recent and upcoming projects include Hotel Palacio Bellas Artes San Sebastian, Curio Collection by Hilton, as well as DoubleTree by Hilton Madrid Principe de Vergara and Cuber House Valencia, Curio Collection by Hilton.

For Hilton, Casa Verbena Madrid also gives Outset Collection a first address in a major European capital. Its central location places guests close to some of Madrid's best-known landmarks and the city's shopping, dining and cultural areas.

The hotel is expected to open later in 2026.