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

  • 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.

  • 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.

  • We are ambitious

    We are always looking for the new, next and different, and we believe in growing ourselves both personally and professionally.

  • We are surprising

    We embrace and create the unexpected, and never settle for the ordinary to excite our guests and team in the moments that matter.

Get to Know Us

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Liran Wizman

Founder & Owner

Award-winning hotelier Liran Wizman, founder and owner of Sircle Collection, is a long time real estate and hospitality entrepreneur specializing in rebranding and redeveloping venues all over Europe.

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Bram van der Hoek

CEO

As the CEO of Sircle Collection, Bram leads the VPs at HQ in Amsterdam and works closely with the international teams.

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Our Leadership

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    VP, Finance, IT & Systems

    Mariette has over 15 years of experience in hospitality finance and worked with NH Hotels and GCH Hotel Group before joining Sircle Collection.

    FUN FACT: She has two Siamese cats who love attending Zoom meetings

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    VP, Brand, Marketing & Communications

    Before 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.

    FUN FACT: She created an app about healing crystals.

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    VP, Sales & Revenue

    Patty 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 of People & Culture

    Willemein leads the People & Culture department at Sircle Collection. She has extensive international HR leadership experience, developing and implementing HR programs that enable people to do great work. She gained hospitality experience during her nine years at Intrawest, a developer and operator of destination resorts and a luxury adventure travel company in Vancouver.

    Fun fact: Willemein is a passionate foodie and will travel somewhere just to try a special restaurant. She loves to cook and bake for friends.

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    Director of Learning & Development

    Hye Jin joined Sircle Collection in 2007 after working in human resources for several companies. In her role with Sircle Collection, she focuses on the learning and development growth of our many employees across all areas.

    FUN FACT: She can bake stunning and very elaborate cakes.

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    Group Director, Digital Media & CRM

    Dado is a digital media expert with over 15 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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    Group Director, Food & Beverage

    Before 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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    Group Director, Revenue

    Sjoerd 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.

  • Annette
    Group Director, Sales

    Annette 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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    Regional Operations Director, The Netherlands

    Rick joined Sircle Collection in 2017 and has since taken on various leadership roles at Sir Adam, Park Centraal Amsterdam and Sir Albert. In his current position as Regional Operations Director of The Netherlands, he manages and provides daily direction to the Hotel Managers in this region. Before joining Sircle Collection, Rick worked for seven years at Starwood Hotels & Resorts and at the Marriott in multiple high-end properties including Paris and Barcelona.

    Fun fact: In his spare time, Rick imports Spanish wines as well.

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    Group Director, Technology & Business Solutions
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    Global Director, Culture & Memberships

    Before 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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    Group Director, Brand

    Isabelle is our Brand Director for all brands under Sircle Collection. She's been with us 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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    Director of Food & Beverage

    Before joining Sircle Collection in January 2022, Gilles was responsible for overseeing new hotel openings, as well as shaping the operational guest experience for a multi-property European hotel company. At Sircle Collection, Gilles will oversee the overall F&B performance and help shape the future strategy of our creative and multi-faceted F&B outlets.

    Fun fact: Gilles has a few tricks up his sleeve. He can juggle & enjoy a drink at the same time.

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    Regional Operations Director for Germany & Austria

    Ingmar was recently appointed as Regional Operations Director for Sir Hotels. He brings to this exciting position a background in hospitality, including running his own hotel for many years. In this new role, Ingmar will manage and provide day-to-day direction to the Hotel Managers across the German and Austrian regions (currently 5 hotels). He will also help the team achieve its goals, ensure gross operating profits are met, and uphold guest and employee satisfaction. 

    He will also provide strategic leadership to ensure the operation of the hotels are effective and efficient, while also improving on the current model to assure that all properties thrive. He will also be working closely with the rest of the regional leadership team to align on overall objectives. 

    Ingmar currently lives in Amsterdam and will officially relocate to Berlin in April 2023.

    Fun fact: Ingmar used to be a Dutch ballroom dancing champion – he was a few kilos lighter and a bit younger – but he still has great moves.

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    Group Director of Strategy & Communications

    Paulina is the Strategy & Communications Director for all Sircle Collection bands. Paulina brings to this exciting role a background in communications and consulting, where she developed her passion for creative thinking, business development, and personal growth. Before joining Sircle Collection in 2019, Paulina worked at Soho House in Berlin as a membership manager, where she developed her passion for hospitality. In her spare time, Paulina works as a Systemic Management Coach.

    Fun fact: Paulina's closet reminds her friends of a theatre's costume department and is the go-to place before a night out.

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    Chief of Staff

    Before 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.

  • Nicolette
    Head of Retail & Styling

    Nicolette joined Sircle Collection in 2015. She oversees all of the styling and retail projects for our hotel brands as well as X BANK, our high-end concept store located in Amsterdam.

    Fun fact: Nicolette's beloved tagline is chic by accident

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    Cluster Manager, Sir Hotels Spain

    At 18, Jordi decided to start his studies in cooking, since it was one of his passions. He studied at the hospitality school while also working in a kitchen, but after a year, he saw that what he liked was to connect with the people who came to visit his city of Barcelona. In 1992, Barcelona did the best marketing campaign in the world the Olympics, which made him decide to study tourism. After living in London and France for a year, he started working in hotels in the city and joined Sir Hotels in 2018.

    Fun fact: He is a passionate member of Futbol Club Barcelona.

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    Hotel Manager, Max Brown Ku’damm

    Peggy 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 Haag

    Olaf 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.

  • Florian
    Hotel Manager Max Brown 7th District Vienna

    Florian has been part of the hospitality industry since 2001. He has worked in various boutiques, businesses, and luxury hotels in Germany and Austria before joining Sircle Collection in 2022. As Hotel Manager for Max Brown Vienna 7th District, Florian oversees the daily operations of the hotel and represents the ethos of the Max Bown brand.

    Fun fact: Florian likes to bake his own bread and is always experimenting with new recipes in his free time.

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    Hotel Manager, Max Brown Midtown

    Malteser (aka Malti) was raised in a restaurant family and has hospitality in his blood. His career began as a hotel industry specialist at the luxury brand Sofitel. After he successfully completed this step, he joined the boutique hotel Radisson Blu Media Harbour, Düsseldorf as Front Office Agent. With respective ambition, effort and full commitment, he worked all the way up and became the Director of Operations at the property. After 10 years, he decided to explore the young lifestyle brand 25hours Hotel in Düsseldorf where he managed the front office team. With over 15 years of experience, he took his next step in his career and joined Sircle Collection as the Hotel Manager of Düsseldorf's Max Brown Midtown.

    Fun fact: Besides school, Malti used to be a professional online gamer and received his first sponsorship contracts when he was 16 years old.

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    Hotel Manager, Sir Savigny

    After finishing hospitality school in Germany, Victoria gained leadership experience in the USA and England working for Marriott Hotels & Resorts and five-star properties within Relais & Châteaux and The Doyle Collection. After nine years abroad, she went back to her roots in Berlin and joined the company in 2020 as Operations Manager at Sir Savigny.

    Fun fact: Thanks to a horse-riding accident, Victoria got the nickname Bionic Arm.

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    Cluster Manager, Sir Hotels Amsterdam

    As the Hotel Manager of Sir hotels in Amsterdam, Pieter-Jan oversees the daily operations at Sir Albert and Sir Adam. Before joining Sircle Collection in 2021, Pieter-Jan worked in different Amsterdam hotels such as 2 Mercure hotels, a Meininger hotel and an independent hotel. He studied hotel management at the Plantijn Hogeschool in Antwerp and graduated in 2009.

    Fun fact: Pieter-Jan has a dog called Joey. Joey is an Irish doodle, which is a mixed breed of a poodle and an Irish setter.

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    Cluster Manager, Max Brown, Amsterdam

    Growing up with English and Dutch parents, he developed an early passion for exploring the world. This passion, together with that for hospitality, brought him to live in the UK, Spain, Dubai and Poland, where he enjoyed being surrounded with people from all over the world and gained experience in hotels, from lifestyle to ultra-luxury. Now being back in the country he grew up in, he’s leading Max Brown’s two hotels in Amsterdam.

    Fun fact: His "awful sense of direction" helped him unintentionally discover some amazing places.

Our Press Mentions & Awards

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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.
    2006
    June

    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.

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    2011
    November

    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.

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    The building of Sir Albert is a former diamond-cutting factory.
    2013
    May

    Sir 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.

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    This hotel is set right where two of Amsterdam’s most famous canals intersect.
    2014
    November

    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.

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    The hotel is steps away from the world-famous Rijksmuseum and Van Gogh Museum.
    2016
    February

    Max Brown Museum Square

    Max Brown Museum Square, our second Max Brown in Amsterdam, joined the collection.

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    "X BANK" is a nod to the historic bank that formerly occupied the building.
    2016
    October

    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.

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    Benedict, an ever-popular 24/7 breakfast restaurant, is located on the hotel's ground floor.
    2016
    December

    Max Brown Ku'damm

    We celebrated the opening of Berlin’s Max Brown Ku’damm, our second Berlin hotel in the collection.

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    The A'DAM Tower is a creative community. Sir Adam shares the building with Sony Music, MassiveMusic and more.
    2017
    February

    Sir Adam

    We unveiled the monumental, music-inspired Sir Adam within Amsterdam North's famous A’DAM Tower.

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    The hotel has its own spa that is level with the beautiful Nikolaifleet canal.
    2017
    March

    Sir Nikolai

    We unveiled our first property in Hamburg, the stunning Sir Nikolai.

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    The interior design reflects elements of the surrounding maritime culture.
    2017
    June

    Sir Joan

    We celebrated the opening of our first property in Ibiza, the five-star Sir Joan.

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    2017
    November

    Park Hotel Den Haag

    We acquired the historic Park Hotel Den Haag to expand the Park Hotel family.

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    2019
    May

    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.

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    Sir Victor is named after Victor Català, the revolutionary female Catalan writer.
    2019
    June

    Sir 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.

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    2019
    September

    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.

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    2021
    June

    The Cover

    In 2021, we unveiled The Cover, 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 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.