Celebrate with 30% Off
In honor of our 10th birthday, enjoy a very special 30% off stays in November and December this year at Max Brown, Sir and Park Centraal Hotels. Just log into Sircle Portfolio to get your gift.
Celebrate With Us
Our New Podcast
To cap off our 10-year celebrations, we've launched an all-new podcast called "Connecting Rooms"! It's all about our perspective on the future after a tumultuous time for the hospitality industry. We'll dive into all things sustainability, diversity, design and more.
Scroll to see the timeline of our growth from one hotel in Amsterdam to our diverse collection of projects.
Park Hotel Amsterdam
Our story starts with one hotel in 2006 when we acquired Park Hotel Amsterdam. With its incredible location and numerous meeting and event spaces, it became the ideal place for travelers combining business and pleasure.2011November
Sircle Collection Launches
We started our company, then named Europe Hotels Private Collection, in Amsterdam. Our goal: to expand upon the success of Park Hotel Amsterdam and create unique hospitality experiences across Europe.2013May
We introduced Amsterdam’s Sir Albert, the beginning of our first original brand, Sir Hotels. Sir creates one-of-a-kind hotel experiences in some of the most interesting neighborhoods in the world. We take all the local specialties, surprises, strangeness and secrets—and amplify it with our own personal take on modern luxury.2014November
Max Brown Canal District
We unveiled Amsterdam’s Max Brown Canal District, the beginning of our second original brand, Max Brown Hotels. Max Brown is our easy-going complement to the design-driven Sir Hotels, and it’s all about the basics at their best: the best beds, coffee and locations.2016February
Max Brown Museum Square
Max Brown Museum Square, our second Max Brown in Amsterdam, joined the collection.2016October
This month, we opened three remarkable properties
We opened our first property in Düsseldorf, Max Brown Midtown, our first Berlin property, Sir Savigny and our first design and fashion concept store, Amsterdam’s X BANK.2016December
Max Brown Ku'damm
We celebrated the opening of Berlin’s Max Brown Ku’damm, our second Berlin hotel in the collection.2017February
We unveiled the monumental, music-inspired Sir Adam within Amsterdam North's famous A’DAM Tower.2017March
We unveiled our first property in Hamburg, the stunning Sir Nikolai.2017June
We celebrated the opening of our first property in Ibiza, the five-star Sir Joan.2017November
Park Hotel Den Haag
We acquired the historic Park Hotel Den Haag to expand the Park Hotel family.2019May
Max Brown 7th District & Seven North
We opened our biggest Max Brown yet: Vienna’s Max Brown 7th District. We also partnered with celebrated chef Eyal Shani to open, Seven North, an original Mediterranean-inspired restaurant concept, on the hotel’s ground floor.2019June
We celebrated the opening of our first property in Barcelona, the monumental Sir Victor. Additionally, we opened an original food and beverage concept, The Rooftop at Sir Victor.2019September
Park Centraal Amsterdam
We rebranded Amsterdam’s Park Hotel to Park Centraal, with plans to rebrand the Den Haag property in 2021. The Park Centraal Hotels brand brings the rich history and heritage of each property to life and celebrates the Dutch work-life balance. We then opened Bar Claes in the hotel’s lobby—our third original food and beverage concept of the year.2020February
The Zero Space
We unveiled The Zero Space, an original spa and gym concept at Barcelona’s Sir Victor.2021June
In 2021, we unveiled The Sircle, our new private members' club, and its first club location at our Barcelona hotel, Sir Victor. Members enjoy exclusive benefits at the hotel’s many outlets, including free access to The Zero Space Spa & Gym, special rates at The Rooftop and MR PORTER, members-only events and more. We aim to cultivate an inspired, connected circle of members with offerings that fall in the three key areas of life—business, wellbeing and community.