Hilton's Outset Collection Set for EMEA Debut with Madrid Signing
Hilton announced a franchise agreement with Arte Hoteles for the first Outset Collection by Hilton property in EMEA: Casa Verbena Madrid. Expected to open later in 2026, the 45-room hotel will sit on Calle de Preciados in central Madrid, within walking distance of Puerta del Sol, Plaza Mayor and Gran Vía. The signing expands Hilton's lifestyle collection portfolio and its presence in Spain.
Impact and considerations
The signing shows Hilton accelerating its lifestyle collection expansion in EMEA, giving business travellers a new Hilton Honors-eligible option in central Madrid and reflecting broader consolidation of independent, character-led properties in Spain's hotel market.
Key points
- Hilton signed a franchise agreement with Arte Hoteles for the first Outset Collection by Hilton property in EMEA.
- Casa Verbena Madrid is expected to open later in 2026 with 45 guest rooms.
- The hotel is located on Calle de Preciados in central Madrid, within walking distance of Puerta del Sol, Plaza Mayor and Gran Vía.
- The property joins Hilton's growing Spanish portfolio, including the recent opening of Hotel Palacio Bellas Artes San Sebastian, Curio Collection by Hilton.
- Hilton says the collection gives owners flexibility to preserve each property's unique character while benefiting from its commercial platform.
Sources and time
- Primary source
- Hilton
- Other sources
- 0
- First source publication
- 16 Sept 2026, 20:39
- Page published
- 16 Sept 2026, 22:13
- Last updated
- 16 Sept 2026, 20:39
- Original links
- Hilton Stories RSS：Outset Collection by Hilton Set for EMEA Debut (opens in a new tab)Primary source · en · Published 16 Sept 2026, 20:39