Hilton signs Madrid franchise for Outset Collection’s EMEA debut

Hilton has signed a franchise agreement with Arte Hoteles to introduce Outset Collection to Europe, the Middle East and Africa through a hotel in central Madrid. Casa Verbena Madrid, Outset Collection by Hilton is expected to open in late 2026 with 45 guest rooms.

The agreement extends Hilton’s lifestyle portfolio and its presence in Spain, where the company has other openings planned in Madrid and Valencia. For hotel owners, Hilton positions the recently launched Outset Collection as a way to retain an individual property’s identity while accessing the group’s commercial platform and international reach.

Central Madrid property joins the collection

Casa Verbena Madrid will be on Calle de Preciados, within walking distance of Puerta del Sol, Plaza Mayor and Gran Vía. Hilton said the location also places guests near cultural sites, shops and restaurants in the Spanish capital.

Alongside its guest rooms, the hotel will have a reception space and an area for breakfast. According to Hilton, its interiors and links to the surrounding neighbourhood will reflect the collection’s emphasis on properties whose design and character relate to their local communities.

Outset forms part of Hilton’s wider portfolio of Collection brands, which brings together hotels with individual identities. The company describes its intended mix as encompassing restored landmarks, lesser-known properties and urban boutique hotels, rather than requiring owners to set aside the characteristics that distinguish their businesses.

Owner flexibility underpins franchise agreement

Simon Vincent, Hilton’s president for Europe, the Middle East and Africa, linked the signing to what he described as growing demand for distinctive stays built around experiences. He said Madrid suited a brand centred on each hotel’s own history and its relationship with its location.

Vincent said owners could preserve their hotels’ individual character while drawing on Hilton’s scale and commercial resources. That combination is the owner proposition behind the collection, allowing a property to retain its identity within the wider Hilton portfolio.

Álvaro Mazaheri, managing director of Arte Hoteles, said the Madrid project would combine his company’s local knowledge with Hilton’s global platform. He described the intention as creating a hotel connected to the city while maintaining a distinct identity of its own.

The signing follows the recent opening of Hotel Palacio Bellas Artes San Sebastian, Curio Collection by Hilton. Hilton also identified DoubleTree by Hilton Madrid Principe de Vergara and Cuber House Valencia, Curio Collection by Hilton among its forthcoming Spanish openings.

Casa Verbena Madrid is scheduled to join that expanding Spanish portfolio later in 2026. Its opening would establish Outset Collection’s first presence in the EMEA region under the agreement with Arte Hoteles.