The company reinforces its commitment to internal talent, professional development and a corporate culture based on excellence, commitment and people development.
Madrid, June 2026. . . CoolRooms Hotels has announced the appointment of Patricia Martín as the new General Manager of CoolRooms Palacio de Atocha, its flagship hotel in Madrid and one of the group’s most representative assets in the luxury boutique segment. Located in the heart of the Barrio de las Letras, the property occupies an 1852 palace-house carefully restored by the company. With 34 design-led rooms, an intimate offering and an identity deeply connected to the heritage, history and cultural life of the capital, CoolRooms Palacio de Atocha has established itself as one of Madrid’s leading references in independent urban luxury. Patricia Martín’s appointment reflects CoolRooms Hotels’ commitment to a leadership model built on direct operational knowledge, closeness to the team and a deep understanding of the guest experience. Her career is closely linked to the evolution of the hotel itself, which she joined on 18 October 2018, just one day after its opening. Since then, she has developed her entire professional career within CoolRooms Palacio de Atocha, progressively taking on different operational and management responsibilities. After her first years at reception, she was promoted to Assistant Front Office Manager, Front Office Manager and Rooms Division Manager, before now assuming the General Management of the property.
“I arrived at the hotel the day after it opened with the feeling that this project could offer me many opportunities,” recalls Patricia Martín. “Each stage has given me a different perspective on how the hotel operates. Everything contributes to building a comprehensive view of the operation and of what our guests expect.”
Her internal promotion clearly represents one of the pillars of CoolRooms Hotels: fostering the professional growth of people within the organization, creating real opportunities for development and promoting a culture based on trust, responsibility and shared commitment. In this sense, Patricia Martín’s appointment is aligned with the company’s values, which place people at the centre of its management model. CoolRooms Hotels understands hotel excellence not only as the result of a distinctive product proposition, but also as a direct consequence of the talent, engagement and vocation for service of its teams.
This approach has also been recognized externally. CoolRooms Hotels has been ranked the #1 company in the Focus RSE Spain 2026 ranking by ChooseMyCompany, in the category of companies with 100 employees or more. This recognition is particularly meaningful as it is built from within, based on the assessment of the company’s own teams regarding key aspects such as environmental commitment, equal opportunities, professional development, transparency, corporate culture and shared purpose. For CoolRooms Hotels, this recognition reinforces an essential belief: excellence in hospitality begins long before a guest crosses the threshold of one of its palaces. It begins with people, with the way of working, caring and making others feel, and with the daily pursuit of a more human, conscious and sustainable way of understanding luxury. Born in Madrid in 1987, Patricia Martín holds a degree in Tourism and a master’s degree in Hotel Business Management. Her education has always been linked to hospitality, with a vision focused on operational excellence, attention to detail and service as the foundations of the hotel business. Her connection with the sector also has a personal dimension. She grew up in a family environment deeply connected to Madrid’s hospitality industry: her father built his entire career, from the age of 17, as maître d’ at Casa Lucio, one of the capital’s great gastronomic institutions. In that context, she acquired from a very young age the importance of perseverance, attention to detail and a culture of service — values that have accompanied her throughout her professional career.
“I have always believed that hotels have the ability to shape the way we remember a trip. They are not just a place to sleep; they are part of the experience, the emotions and the memories we take away from a destination,” says Patricia Martín.
Born and raised in Madrid and deeply connected to her city, Patricia Martín assumes the General Management of CoolRooms Palacio de Atocha at a particularly relevant moment for Madrid, which has consolidated its position as one of Europe’s most dynamic and attractive urban destinations in the luxury segment.
“Madrid is experiencing an extraordinary moment. It is an open, vibrant city, increasingly recognized internationally for its cultural, gastronomic and hotel offering. For us, being located in the Barrio de las Letras allows us to offer a very special way of discovering the city, from a more intimate, authentic perspective that is connected to its history,” she says.
From her new position, Patricia Martín will lead a new stage aimed at continuing to consolidate CoolRooms Palacio de Atocha as one of the most exclusive luxury boutique hotels in the capital, reinforcing its positioning as a singular space from which to discover Madrid through heritage, personalized hospitality and a deep connection with the destination.
“CoolRooms Palacio de Atocha is a place I feel very close to, where I have grown professionally, and I take on this new stage with great responsibility, enthusiasm and dedication. For me, it is a source of pride to lead a team that shares the same way of understanding hospitality: warm, thoughtful, authentic and focused on creating memorable moments,” concludes Patricia Martín.
About CoolRooms Palacio de Atocha CoolRooms Palacio de Atocha is the flagship hotel of CoolRooms Hotels in Madrid. Located in a majestic 1852 palace-house, carefully restored, the hotel offers a contemporary luxury experience in the heart of the Barrio de las Letras. Situated at number 34 Calle Atocha, one of the capital’s areas with the strongest historical and cultural personality, the property features 34 spacious rooms and suites that combine design, comfort, heritage and highly personalized hospitality. Recognized with One MICHELIN Key, CoolRooms Palacio de Atocha has established itself as one of Madrid’s essential boutique luxury addresses, offering a memorable stay in an intimate, singular setting deeply connected to the city.
About CoolRooms Hotels CoolRooms Hotels is a hotel company specialized in the management of luxury hotels located in singular buildings, with a proposal based on heritage recovery, connection with the destination, service excellence and the creation of memorable experiences. The company develops a hospitality model that combines authenticity, design, local culture, sustainability and personalized attention, placing people — guests, teams and local communities — at the centre of its value proposition.