Hard Rock to Open Madrid Hotel in 2019

Date: October 2018

Location: Opposite the historic Museo Nacional Centro de Arte Reina Sofía in the Atocha district of Madrid, Spain

The Royal Botanical Gardens, the Museo Nacional Del Prado and Madrid’s largest railway station and hub of the high-speed train network AVE are nearby.

Name: Hard Rock Hotel Madrid – opening 2019

No. of Keys: 159

Seller/Buyer: Hard Rock is working in collaboration with European real estate specialists, ActivumSG Capital Management Ltd. (ASG), who acquired the site of the soon-to-be hotel when it was a municipal office building, and is leading an extensive €25 million program to reposition it as an upper-upscale four star hotel.

“This is a classic ASG investment,” said Brian Betel, managing partner of ASG Iberia Advisors.

The new music-centric hotel will feature regionally inspired food and beverage offerings, as well as a Constant Grind coffee bar and the brand’s signature restaurant, Sessions.

Guests will enjoy photo-worthy panoramic views of the Spanish capital from the Rooftop Bar and Terrace, featuring an open-air urban garden.

Hard Rock Hotel Madrid will include brand-signature amenities, such as Body Rock fitness centre and Hard Rock’s exclusive wellness program, Rock Om, which provides a fresh take on in-room yoga, infusing the beat of music with the ancient serenity of yoga.

Price: €25m (total price?)

Price per Key: €157,233

THPT Comment: “We have 25 hotels now and we’re adding another 32 between now and 2021,” James Allen, chairman of Hard Rock International, said earlier this year. “We’re certainly not Marriott, but for our group, it’s significant growth.” …totally agree!

First Seen: Travel Market Report