CoolRooms Palacio de Atocha

What CoolRooms Palacio de Atocha does

CoolRooms Palacio de Atocha is a 34-room boutique luxury hotel operating from a restored 1852 historic palace in Madrid's Barrio de Las Letras district, marketed under the CoolRooms Hotels brand. The property is one of four operating assets run by CoolRooms Hotels, a privately-held Spanish hospitality group founded in 2018 under the legal entity COOL ROOMS GESTIÓN S.L., headquartered in Madrid with approximately 140 employees group-wide (18 dedicated to Palacio de Atocha). The hotel offers oversized rooms (34–110 m²) across Deluxe Rooms, Junior Suites, and two signature Coolsuites with private rooftop terraces and outdoor jacuzzies, alongside food and beverage outlets (El Patio de Atocha, Los Rincones del Marqués), curated local experiences, and MICE/event facilities.

The group's portfolio extends beyond Palacio de Atocha to include Palacio Villapanés (Seville, 50 rooms), Palacio de Luces (Asturias), and Maldà Singular Hotel (Barcelona, 17 rooms), with announced openings for Palacio do Patriarcado in Lisbon (2025) and Palacio Duarte in Porto (2026). Revenue is generated through multiple streams: room bookings via direct channels (brand.com with a 12% COOLMEMBER loyalty discount and promotional codes BECOOL, LONGSTAY, COOLFRENCH), OTAs (Booking.com, Expedia, TripAdvisor), GDS via TravelClick, and the iHotelier booking engine; F&B operations; curated local experiences; and MICE events. Distribution is augmented by Small Luxury Hotels of the World affiliation, which provides access to the global luxury travel agency network.

The company has received industry recognition including the 2021 Condé Nast Johansens award, 2023 and 2025 Condé Nast Johansens finalist status, a 2025 Michelin Key, the Gold List Best Urban Hotel designation, Bioscore sustainability certification, and Choose My Company recognition. The group operates asset-heavy hospitality infrastructure with no proprietary technology platform and no disclosed AI/ML capabilities; the technology stack consists of standard hospitality booking and distribution integrations rather than in-house systems.

Name

CoolRooms Palacio de Atocha

Legal name

COOL ROOMS GESTIÓN S.L.

Website

https://coolrooms.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

CoolRooms Palacio de Atocha is a 34-room boutique luxury hotel in a restored 1852 Madrid palace, operated by CoolRooms Hotels, a Spanish hospitality group (founded 2018, ~140 employees) running a portfolio of restored historic palace hotels across Spain with announced expansion into Portugal.

Ownership category

akta.pro rank

Product category

Luxury Boutique Hotels (Heritage Hospitality)

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Heritage & Palace Luxury Hotels (THAGACAF)

akta.pro secondary industry

Urban Luxury Hotels (City Luxury) (THAGACAE)

Keywords

• Luxury boutique hotels
• Historic palace hotels
• Boutique hospitality
• Luxury accommodation
• Hotel experiences

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Hotel room bookings: Revenue from room nightly rates across all CoolRooms properties including Palacio de Atocha (Madrid), Palacio Villapanés (Seville), Palacio de Luces (Asturias), Maldà Singular Hotel (Barcelona), and upcoming Palacio Duarte (Porto) and Palacio do Patriarcado (Lisbon). Room categories range from Deluxe Rooms to Coolsuites with private terraces and outdoor jacuzzis.
2. Food & Beverage: Revenue from El Patio de Atocha restaurant (Madrid) and Los Rincones del Marqués (Seville), including à la carte dining, brunch offerings, cocktail bars, and private dining events.
3. Experiences and activities: Curated guest experiences sold as add-ons or standalone vouchers: Madrid Cool Photographer (from €330), Cofrade Route (from €299), private yacht trips (from €235), wellness/therapeutic massage (from €160), personal trainer (from €90), flamenco craftsmanship (from €110), yoga sessions, and gastronomic wine tastings.
4. MICE — Meetings, Incentives, Conferences & Events: Event venue rental and management services including corporate meetings, kick-offs, presentations, brand events, product launches, fashion shoots, press presentations, showrooms, family celebrations, weddings, and baptisms. Spaces include event salons, patios, terraces, and wellness areas.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

CoolRooms Palacio de Atocha operates a 34-room boutique luxury hotel inside an 1852 Palace House in Madrid's Barrio de Las Letras, offering oversized rooms (34–110 m²) including Deluxe, Premium, Junior Suites, Suites, Master Suites and Coolsuites with private rooftop terraces and outdoor jacuzzis. The hotel pairs accommodation with the El Patio de Atocha restaurant, a pool garden, MICE event spaces and curated local guest experiences, targeting affluent leisure and corporate travellers seeking heritage-character luxury stays.

Product overview

CoolRooms is a boutique luxury hotel group operating historic palace properties across Spain and Portugal. The portfolio consists of core hotel products: Palacio de Atocha (Madrid, 34 rooms) and Palacio Villapanés (Seville, 50 rooms) as flagship properties, with expansion properties Palacio do Patriarcado (Lisbon, 2025) and Palacio Duarte (Porto, 2026). Sub-brand Maldà Singular Hotel operates in Barcelona (17 rooms). Supporting products include two restaurants (El Patio de Atocha, Los Rincones del Marqués), 10+ curated guest experiences (photography, wellness, yacht trips, cycling, flamenco), MICE event services, gift vouchers, and COOL CLUB loyalty program with COOLMEMBER discount tiers.

Differentiator

Problem solved

Functional benefit

Products and services

• CoolRooms Palacio de Atocha Flagship boutique luxury hotel located in a 1852 Palace House in Madrid's Las Letras district, offering 34 oversized rooms (34–110 m²) across Deluxe, Premium, Junior Suite, Suite, Master Suite and Coolsuite categories, the last with private rooftop terraces and outdoor jacuzzies. Includes on-site restaurant, pool garden and event spaces; targeted at affluent leisure and corporate travellers seeking heritage-led luxury stays.
• El Patio de Atocha On-site restaurant at Palacio de Atocha offering a fusion of casa de comidas and modern bistro cuisine, built on seasonal produce, traditional techniques and Slow Food principles; serves hotel guests and external diners including à la carte, brunch and cocktail offerings.
• MICE (Meetings, Incentives, Conferences & Events) Event venue rental and management service across CoolRooms palace hotels covering corporate meetings, kick-offs, presentations, trainings, brand events, product launches, fashion shoots, press days, showrooms, weddings, baptisms and family celebrations; uses event salons, patios, terraces, wellness areas and signature spaces such as Suite 19.
• CoolRooms Curated Experiences Portfolio of bookable add-on guest experiences including Madrid Cool Photographer (from €330), Cofrade Route in Seville (from €299), private yacht trips on the Guadalquivir (from €235), wellness therapeutic massage (from €160), personal trainer (from €90), flamenco craftsmanship (from €110), yoga sessions (from €108), Personal Image Advisor (from €130), Winetipodes gastronomic (from €190), See by Bike (from €35) and Bodegas Góngora (from €46); sold individually or as part of package vouchers.
• Gift Vouchers and Package Bonos Gift certificates and bundled package vouchers combining accommodation with experiences, including romantic vouchers, monetary vouchers, customisable certificates and named packages such as 'Being Cool in Madrid' (€807 for 2 nights Deluxe for 2 plus photoshoot and pool cocktail), 'Being Cool in Seville with Flamenco' (€724 for 2 nights Deluxe plus flamenco show with tapas) and 'Being Cool in Asturias gourmet picnic' (€530 for 2 nights Deluxe plus champagne gourmet picnic).
• COOL CLUB Loyalty Programme Loyalty and direct booking programme offering COOLMEMBER 12% discount on direct website bookings, plus promotional codes BECOOL (10% discount), LONGSTAY (15–17% for 3–5 night stays) and COOLFRENCH (15% in February for French nationals), with welcome amenities and exclusive member promotions.
• CoolRooms Palacio Villapanés Boutique luxury hotel in Seville's historic centre with 50 rooms and suites, event salon, 3 patios, wellness area, rooftop terrace and Los Rincones del Marqués restaurant; Condé Nast Johansens 2021 Best Value Experience winner and member of Small Luxury Hotels of the World.
• Los Rincones del Marqués Restaurant at Palacio Villapanés in Seville offering traditional Andalusian cuisine in the Patio de los Naranjos setting, with Friday night music events and à la carte dining for hotel guests and external visitors.

Quantifiable outcome

• Palacio de Atocha: 34 rooms, Palacio Villapanés: 50 rooms, Maldà: 17 rooms — totalling over 100 rooms across the group
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Condé Nast JohansenscoreStrategic or Co-development PartnerCoolRooms properties (Palacio de Atocha and Palacio Villapanés) participate in the Condé Nast Johansens awards programme. Palacio Villapanés won the 2021 Best Value Experience award and Palacio de Atocha was a finalist in 2021 and 2023. This partnership provides international industry recognition and credibility for the brand.
• Small Luxury Hotels of the World (SLH)coreChannel Partner/ Reseller/ DistributorPalacio Villapanés is a member of Small Luxury Hotels of the World (SLH), an exclusive global collection of independent luxury hotels. SLH provides global distribution, marketing exposure, and brand credibility, while CoolRooms provides the property within the SLH network.
• To Good to GominorStrategic or Co-development PartnerCoolRooms Hotels has implemented the To Good to Go mobile app across its properties to avoid food waste. The app connects restaurants with consumers to sell surplus food at reduced prices, supporting the group's sustainability and responsible consumption objectives.
• Molton BrownminorStrategic or Co-development PartnerMolton Brown supplies refillable glass amenity containers for guest rooms across CoolRooms hotels, replacing single-use plastic amenities. This partnership supports the group's plastic elimination initiative and aligns with its sustainability commitments.
• CARINBISAminorStrategic or Co-development PartnerCARINBISA manufactured and installed first-tier sustainable timber windows and frames for Palacio de Atocha, with guaranteed sustainable sourcing of wood and finishes. The windows are designed to minimise energy waste, supporting energy efficiency objectives.
• Fundación IntegraminorStrategic or Co-development PartnerCoolRooms Hotels is a member of the Compromiso Integra network created by Fundación Integra to support labour integration of people in social exclusion and with disabilities. The group also participates in Fundación Integra's corporate volunteering programme, with employees delivering pre-employment training workshops.
• Aladina (cancer charity)minorOthersCoolRooms Hotels has an agreement with Aladina, a paediatric oncology charity, where guests can voluntarily donate €5 per stay to support local projects for children undergoing cancer treatment and their families. The group also conducts charity room auctions on social media with proceeds donated to Aladina, Banco de Alimentos, and Asociación Contra el Cancer.
• Asociación Empresarial Hoteleira de Madrid (AEHM)minorStrategic or Co-development PartnerCoolRooms Palacio de Atocha participates in the #MadridACieloAbierto initiative promoted by AEHM (Madrid Hotel Business Association), offering outdoor activities and cultural programming in partnership with member hotels during the annual festival.
• LoeweminorGTM or Marketing PartnerCoolRooms Palacio de Atocha offers a 'Visita Casa Loewe' (Loewe House Visit) experience, allowing guests to visit the Loewe flagship store or explore the brand's heritage, providing cross-brand luxury exposure and a curated cultural experience for guests.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Palacio de los Duques Gran Meliá: Luxury heritage hotel in Madrid operated by Meliá Hotels International within a former duke's palace. Direct competitor in the Madrid heritage luxury segment, with the backing of a major Spanish hotel chain.
• Aman Resorts: Ultra-luxury hotel group operating exclusive properties in historically significant buildings worldwide. Comparable via intimate-scale luxury positioning and emphasis on architectural and cultural heritage, though at a higher price point.
• Belmond (LVMH): Global luxury hotel group operating heritage properties, now part of LVMH. Comparable via palace/heritage luxury positioning (e.g., Hotel Cipriani, Reid's Palace), though at a substantially larger scale and with significantly deeper brand recognition.
• Rosewood Hotels & Resorts: Global luxury hotel group operating heritage and landmark properties worldwide. Comparable via historic palace conversions and ultra-luxury positioning, with overlapping target customer base of affluent travellers.
• Mandarin Oriental Hotel Group: Global luxury hotel operator with strong heritage-property portfolio (e.g., Mandarin Oriental Ritz Madrid). Competes for the same affluent luxury traveller cohort with significantly larger scale and resources.
• Six Senses Hotels Resorts Spas: Global luxury hotel group operating in heritage and unique properties with strong sustainability and wellness positioning. Comparable via emphasis on sustainability (like CoolRooms' Bioscore credentials) and experiential luxury offerings.

Direct peers

• Hotel Único Madrid: Madrid-based luxury boutique hotel in a 19th-century palace, offering similar heritage luxury positioning, comparable oversized rooms, and Michelin-recognised dining. Direct competitor in Madrid's luxury boutique segment.
• Hospes Hotels: Spanish luxury boutique hotel group operating in restored historic buildings across Spain (Madrid, Seville, Valencia, Granada). Closely comparable to CoolRooms via heritage palace positioning, similar room counts, and shared Iberian urban luxury target market.
• Petit Palace Hotels: Spanish boutique hotel chain operating in historic buildings across Madrid, Seville, Barcelona, and other Spanish cities. Comparable via Iberian urban heritage positioning and multi-property Spanish portfolio model.

Regional players

• Heritage Hotels (Heritage Lisbon Hotels): Portugal-based luxury boutique hotel group operating heritage properties in Lisbon and surrounding heritage sites. Comparable via Iberian heritage palace positioning, with overlap potential as CoolRooms expands into Portugal.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@coolroomshotels
• Facebookfacebook.com/CoolRoomsHotels
• LinkedInlinkedin.com/company/coolrooms-palacio-de-atocha
• Instagraminstagram.com/coolroomshotels

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CoolRooms Palacio de Atocha