Hilton to launch Outset Collection in Madrid

Hilton has signed a franchise agreement with Arte Hoteles to launch Casa Verbena Madrid, marking the first entry of the Outset Collection brand into the Europe, Middle East, and Africa (EMEA) region. The boutique hotel is scheduled to open in late 2026.

Located on Calle de Preciados in central Madrid, the property will feature 45 modern rooms, a reception area, and a breakfast section. Its location places it within walking distance of major landmarks including Puerta del Sol, Plaza Mayor, and Gran Vía.

The Outset Collection is part of Hilton’s soft brand segment, a model designed to allow independent hotels to maintain their unique identity and local character while utilizing Hilton’s global distribution systems, reservation engines, and loyalty programs.