The Signing and the Booking Window
Hilton announced a franchise agreement with Arte Hoteles on 16 September 2026. The deal covers the first Outset Collection by Hilton property in Europe, the Middle East and Africa. The hotel is Casa Verbena Madrid, at 44 Calle de Preciados, with 45 rooms and an opening stated as later in 2026.
Hilton's listing for the property opens reservations on 4 November 2026, with arrival at 15:00 and departure at 12:00. La Revue des Hotels published that reading on 21 September 2026, with the night of 4 to 5 November at 248 euros including taxes and fees. hilton.com returned HTTP 403 to this desk, so the listing could not be read at first hand.
The Rooms on Sale
The listing names four room categories: Deluxe, Superior, Premium and Junior Suite, across seven floors. La Revue read the rates published at the address on 21 September 2026, with Deluxe rooms from 154 euros a night and Junior Suites from 201 euros.
The House Already at Number 44
The address and telephone number Hilton publishes match The First One Madrid Preciados, a hotel Arte Hoteles already operates at number 44. La Revue reports towels embroidered with that name in the photographs published with the announcement, and reads the signing as the conversion of a trading house. Hilton states no conversion and gives no opening date beyond later in 2026.
Arte Hoteles lists six properties on its own site, every one of them in Madrid: The First One Madrid Preciados, Hotel Paseo del Arte, Hotel Mirador de Chamartin, Hotel Pinar Plaza, The Oliver Pozuelo and The Oliver Apartamentos Aravaca. The operator gives its head office as Arte 14, 28033 Madrid.
What the Owner Gains on the Channel Side
La Revue describes the model as an independent hotel that keeps its name, its decoration and its character and gains the group's distribution, alongside access to the more than 260 million members of Hilton Honors.
Hilton's launch release for the brand is dated 6 October 2025. It records Outset Collection as Hilton's 25th brand and its eighth in the Lifestyle portfolio, with more than 60 hotels in development at launch and long-term growth potential of more than 500 hotels across the United States and Canada alone. The release describes the collection as initially in the United States, which places Madrid as the brand's first address outside North America.
The same release states that more than 50 percent of the global hotel supply is unbranded or independent, and that conversions across 10 Hilton brands accounted for more than one-third of the company's openings in the second quarter of 2025. Hilton reports 28 brands, more than 9,400 properties and nearly 1.4 million rooms across 144 countries and territories.
The Spanish Portfolio Around the Property
Casa Verbena Madrid joins Hotel Palacio Bellas Artes San Sebastian, Curio Collection by Hilton, which opened recently. Two further Hilton properties sit in the Spanish pipeline: DoubleTree by Hilton Madrid Principe de Vergara and Cuber House Valencia, Curio Collection by Hilton.
Simon Vincent, president for EMEA at Hilton, said the collection gives owners flexibility over a property's character and adds the group's scale, reach and commercial platform. Alvaro Mazaheri, managing director of Arte Hoteles, said the project pairs the operator's local expertise with Hilton's global platform while the hotel keeps its own identity.
The Street the Address Sits On
Preciados runs between Gran Via and Puerta del Sol. La Revue places the Teatro Real 300 metres from number 44, Gran Via and Puerta del Sol at 500 metres, the Mercado de San Miguel and Plaza Mayor at 600 metres, and the Royal Palace at 700 metres. It puts Adolfo Suarez Madrid-Barajas airport twenty-five minutes away by car.
What the File Does Not Carry
Hilton's release carries no franchise term, no fee and no investment figure for the Madrid property. The booking window, the room categories and both rate sets come from La Revue des Hotels reads of the listing and of the rates published at the address.