With our shared passion for hospitality, our team creates one-of-a-kind hotels, restaurants, stores and spas in Europe's most inspiring neighborhoods.
Our Values
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We provide heartfelt service
We believe in the importance of hospitality, and we respect and nurture each other as well as the communities around us.
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Creativity is our back bone
Each member of our company is creative and we use that to create one-of-a-kind experiences as well as solve problems.
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We are ambitious
We are always looking for the new, next and different, and we believe in growing ourselves both personally and professionally.
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We are surprising
We are fluid and flexible, we don’t settle and we embrace uncertainty.
Get to Know Us
Liran Wizman
Award-winning hotelier Liran Wizman, founder and owner of Sircle Collection, is a long time real estate and hospitality entrepreneur specialising in rebranding and redeveloping venues all over Europe. He thrives in creating innovative and memorable experiences that are tailored to unique locations. In addition, Liran is also the co-founder of Sircle Collection strategic culinary partner, THE ENTOURAGE GROUP, together with Yossi Eliyahoo.
Bram van der Hoek
As the CEO of Sircle Collection, Bram leads the VPs at HQ in Amsterdam and works closely with the international teams. He is responsible for Sircle Collection overall global strategy, and he is passionate about maintaining Sircle Collection unique brand values and company culture. After managing a number of hotels within Europe for over 25 years, he has a wealth of knowledge about the hospitality industry.
Our Leadership
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VP, People & CultureHye Jin joined Sircle Collection in 2007 after working in human resources for several companies. In her role with Sircle Collection, she oversees all human resource-related operations for Sircle Collection and our sister company, The Entourage Group.
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VP, Brand, Marketing & CommunicationsBefore joining Sircle Collection in January 2017, Laura oversaw the branding and marketing for The Standard Hotels and André Balazs Properties for five collective years. Prior to that, she oversaw marketing at the leading American fashion brands J. Crew and Madewell.
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VP, Sales & RevenuePatty has been with the company since 2010. Prior to working at Sircle Collection, she oversaw revenue at NH Hotels and Bilderberg. Now she oversees Revenue, Sales and the Booking Office in addition to conducting feasbility studies for future projects.
Fun fact: She will get up at 6 in the morning to watch Formula One.
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VP, Finance, IT & SystemsMariette has over 15 years of experience in hospitality finance and worked with NH Hotels and GCH Hotel Group before joining Sircle Collection.
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Regional Operations Director, The Netherlands -
Regional Operations Director, Germany & Austria
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Group Director, Property ManagementMarc joined Sircle Collection in January 2019 and is responsible for all property matters related to the company.
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Group Director, Food & BeverageBefore joining Sircle Collection in 2018, Joris was responsible for conceptualizing, operating and the scaling of various multi-property restaurant and bar concepts. At Sircle Collection, he is responsible for all F&B related matters and the implementation of new F&B concepts throughout new and existing hotels in the Sircle Collection portfolio.
Fun fact: Joris can rap the entire 15 minutes of Sugar Hill Gang's "Rappers Delight".
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General Manager, Sir JoanHis passion for personalized service defines his style at our Ibiza property, Sir Joan. Ignacio, who joined Sircle Collection in February 2017, was trained by top luxury brands such as The St. Regis, Mandarin Oriental, Intercontinental and Hyatt.
Fun Fact: Ignacio loves and enjoys all kinds of motorbikes.
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General Manager, Sir Victor
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Hotel Manager, Park Centraal AmsterdamNatalia has over 20 years of experience in the hotel industry. She joined Sircle Collection in 2017 as Hotel Manager in order to operationally lead the full refurbishment and rebranding of Park Hotel, now Park Centraal. Previously, she lead hotel teams at Intercontinenal Hotel Group and NH Hotels.
Fun fact: You often will see her wearing a flower on her jacket. They are made by her mother who lives in Spain.
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Hotel Manager, Sir AdamAs the Hotel Manager of Sir Adam, Rick oversees the daily operations at this funky hotel. Before joining Sircle Collection in 2017, he worked for seven years at Starwood Hotels & Resorts and Marriott in multiple high-end properties in a variety of destinations like Paris and Barcelona.
Fun fact: In his spare time, Rick imports Spanish wines as well.
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Hotel Manager, Sir Albert -
Hotel Manager, Max Brown Ku’dammPeggy started her career as a restaurant specialist and used to work in Switzerland, the German Baltic Sea and Maine, USA.
She found her place to settle down in Berlin, and after successfully completing the hotel management school for business administration, she joined our company in 2016 with the opening for Max Brown Ku’damm.
Fun fact: She once lived in a flatshare with 10 Jamaicans and two skunks.
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Hotel Manager, Park Hotel Den HaagOlaf has been in the hospitality industry since 2000 and has worked in various areas, such as sales, revenue, food & beverage and more, until becoming an experienced and dedicated General Manager. He has worked for Golden Tulip, NH Hotels and HTC Advies before joining Sircle Collection.
Fun fact: As one of the four boys in his family, Olaf is the one who has had the most injuries because he took more risks and wasn't afraid to try things out.
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Hotel Manager, Max Brown MidtownMario joined Sircle Collection in 2019 as a Düsseldorf native. Moving back from Spain, he took on the beautiful project at Max Brown Midtown.
Fun fact: Mario is half Colombian and loves dancing Salsa.
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Hotel Manager, Max Brown 7th DistrictEva joined Sircle Collection, specifically the Max Brown 7th District team, in September 2019 and couldn't be happier to work in such a great environment (team, spirit, atmosphere). Eva has been working in hospitality for almost 18 years with a love for lifestyle hotel concepts.
Fun fact: Each day of the week has its own pair of glasses in Eva's world.
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Group Director, RevenueSjoerd joined Sircle Collection in 2016 as Regional Director of Revenue in The Netherlands. Before joining Sircle Collection, he worked as a revenue manager, sales manager and hotel manager.
Fun fact: Sjoerd's most favorite TV program is "2 voor 12" every Friday.
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Group Director, Technology & Business Solutions -
Group Director, SalesAnnette is a sales professional with over 20 years of experience and a deep understanding of the wide range and full scope of commerciality. She oversees our Sales and Booking Office departments.
Fun fact: she has little patience for computer problems.
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Group Director, Digital Media & CRMDado is a digital media expert with over 10 years of experience within the hospitality industry, specialized in SEO, e-commerce optimization, CRM and much more. Tasked with growing numerous brands’ profiles internationally, he continually strives to widen Sircle Collection's footprint through innovative digital strategy.
Fun fact: Before his life in digital, Dado played handball professionally for 10 years.
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Chief of StaffBefore joining Sircle Collection in February 2019, Charlotte was in New York overseeing marketing and project management for Standard International. She now works with the executive team of Sircle Collection as a strategic partner and oversees key projects within the company.
Fun fact: She speaks Hungarian, Dutch and English.
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Group Director, Legal Affairs -
Global Director, Brand RelationsBefore joining Sircle Collection, Myriel ran the membership department at Soho House Berlin. She has many years of experience in hospitality and PR.
Fun fact: Myriel's happy place is on a surfboard catching waves.
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Brand Director Park Centraal & Max Brown HotelsIsabelle is our Brand Director for Max Brown Hotels and Park Centraal Hotels. She's been with Sircle Collection since 2016. When she is not focusing on creative brand strategies and campaigns, she is either eating at her favorite place in Amsterdam, Broodje van Dobben, or planning her next meal involving cheese. Need a restaurant tip in Amsterdam? Isabelle is our official in-house food expert.
Fun fact: you'll rarely catch her in an outfit without a hint of glitter.
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General Manager, X BANKNicolette joined Sircle Collection in 2015. She oversees X BANK, the one and only retail venue in the company.
Fun fact: Red lipstick makes her feel strong.
Our Journey
Scroll to see the timeline of our growth from one hotel in Amsterdam to our diverse collection of projects.
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Though expanding and changing over the years, this property has served as a hotel since the early 1900s. 2006JunePark Hotel Amsterdam
Our story starts 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.
2011JuneEurope Hotels Private Collection
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.
The building of Sir Albert is a former diamond-cutting factory. 2013MaySir Albert
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.
This hotel is set right where two of Amsterdam’s most famous canals intersect. 2014NovemberMax 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.
The hotel is steps away from the world-famous Rijksmuseum and Van Gogh Museum. 2016FebruaryMax Brown Museum Square
Max Brown Museum Square, our second Max Brown in Amsterdam, joined the collection.
"X BANK" is a nod to the historic bank that formerly occupied the building. 2016OctoberThis 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.
Benedict, an ever-popular 24/7 breakfast restaurant, is located on the hotel's ground floor. 2016DecemberMax Brown Ku'damm
We celebrated the opening of Berlin’s Max Brown Ku’damm, our second Berlin hotel in the collection.
The A'DAM Tower is a creative community. Sir Adam shares the building with Gibson, Sony Music and more. 2017FebruarySir Adam
We unveiled the monumental, music-inspired Sir Adam within Amsterdam North's famous A’DAM Tower.
The hotel has its own spa that is level with the beautiful Nikolaifleet canal. 2017MarchSir Nikolai
We unveiled our first property in Hamburg, the stunning Sir Nikolai.
The interior design reflects elements of the surrounding maritime culture. 2017JuneSir Joan
We celebrated the opening of our first property in Ibiza, the five-star Sir Joan.
2017NovemberPark Hotel Den Haag
We acquired the historic Park Hotel Den Haag to expand the Park Hotel family.
The hotel has a private movie theater. 2019MayMax 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.
Sir Victor is named after Victor Català, the revolutionary female Catalan writer. 2019JuneSir Victor
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.
The idea of this hotel is "where purpose meets pleasure". 2019SeptemberPark 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.
2020JanuaryRebrand
We rebranded our company from Europe Hotels Private Collection to Sircle Collection to better communicate what we do and believe.
2020FebruaryThe Zero Space
We unveiled The Zero Space, an original spa and gym concept at Barcelona’s Sir Victor.
2021JanuaryNew projects coming soon
Stay tuned