Outset Collection by Hilton Set for EMEA Debut
Hilton announced the signing of a franchise agreement with Arte Hoteles for the first Outset Collection by Hilton property in Europe, the Middle East and Africa. Expected to open later this year, Casa Verbena Madrid, Outset Collection by Hilton, will bring the brand’s soulful approach to independent hospitality to the heart of Spain’s capital, offering travellers a stay shaped by local story and individuality.
Casa Verbena Madrid – Outset Collection by Hilton
- Debut: First Outset Collection by Hilton property in Europe, Middle East & Africa.
- Opening: Expected later in 2026.
- Location: Calle de Preciados, Madrid city centre — steps from Puerta del Sol, Plaza Mayor, Gran Vía, and cultural landmarks.
- Property: 45 modern guest rooms, reception, breakfast area, and upscale dining spaces.
Brand Concept
- Outset Collection celebrates individuality and local story, giving each property freedom to showcase its unique character.
- Designed for guests seeking personal, meaningful, and connected stays.
- Owners benefit from Hilton’s scale, reach, and commercial platform while retaining flexibility.
Leadership Perspectives
- Simon Vincent (Hilton, EMEA President):
- Highlighted strong momentum behind Hilton’s Collection brands.
- Madrid is an ideal setting for Outset Collection, reflecting demand for experience-led stays.
- Álvaro Mazaheri (Arte Hoteles):
- Emphasized combining local expertise with Hilton’s global platform.
- Casa Verbena will reflect Madrid’s energy while retaining its own distinctive identity.
Hilton in Spain
- Casa Verbena joins Hilton’s growing Spanish portfolio:
- Hotel Palacio Bellas Artes San Sebastian (Curio Collection).
- Upcoming DoubleTree by Hilton Madrid Principe de Vergara.
- Cuber House Valencia (Curio Collection).
📌 Takeaway: Outset Collection’s EMEA debut signals Hilton’s push into independent, story-driven hospitality, blending boutique individuality with global brand strength. Madrid’s Casa Verbena is positioned as a cultural-lifestyle hub, appealing to travelers who want authenticity with Hilton’s reliability.
