Introducing Sir Cares


We’re taking steps to pay it forward this year. First step: the new Sir Cares program.

Each Sir Hotel is a product of its environment and distinctly inspired by its surrounding community. To give back to these communities that have given us so much, each Sir Hotel now supports one local organization that is making great strides for the city via the new Sir Cares program. When guests check in, they will have the option to donate one euro for each night of their stay to the local organization. Here are the organizations we support: 

  • Sir Adam supports Amsterdam’s A’DAM Music School, where talented young musicians are given the resources to develop their creative skills.

  • Sir Albert supports the Plastic Whale Foundation, an organization that seeks to make the Netherlands’ waterways totally plastic-free.

  • Sir Savigny supports One Warm Winter, an organization in Berlin that provides essential goods to the homeless as well as refugees.

  • Sir Nikolai supports Zeit Für Zukunft, an organization in Hamburg that connects underserved children with inspiring mentors.

  • Sir Joan supports Ibiza Preservation Fund, an organization fighting for biodiversity preservation and sustainability in Ibiza. 

  • We will establish Sir Cares at Barcelona’s upcoming Sir Victor shortly.

We are looking forward to collaborating with these organizations on events in our spaces.

Park Hotel Den Haag Joins the Park Hotels Portfolio

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Europe Hotels Private Collection has acquired Park Hotel Den Haag in The Hague, Netherlands, a legendary property right in the city’s Hofkqwartier, just steps away from the Great Church, Palace Gardens and Palace Noordeinde. 

Constructed in the early 1800s, the property was originally a school for boys. In the early 1900s, it became Hotel Pomona and was completely owned and operated by women, a rarity for the time. The hotel caused a stir by opening The Hague’s first-ever vegetarian restaurant, and it attracted the greatest minds of the day.

Today it is known as one of the nicest hotels in the city, with spacious and elegant guest rooms as well as many large meeting spaces. Park Hotel Den Haag marks an exciting expansion of the Park Hotels brand in joining Park Hotel Amsterdam as the second in the collection.

Visit the Park Hotels website to learn more.

Introducing Max Brown City Guides


The refreshed just launched an exciting new feature: City Guides!

Max Brown Hotels are set in some of the most interesting neighbourhoods in Amsterdam, Berlin and Düsseldorf (and soon-to-be Vienna), and the teams at each hotel are all about sharing their local, insider tips to their cities with guests. Now all of those tips live in one convenient place.

Every week for the next few months, the website will be updated with new hidden gems, inexpensive eats, eco-friendly tips and more so travellers can experience Max Brown’s cities like a local.

Sir Albert's New Mural by Adele Renault

Photo by Delphine Chevalier

Photo by Delphine Chevalier


Amsterdam’s Sir Albert got a gorgeous makeover thanks to artist Adele Renault! Using a four-story lift, Renault independently hand-painted a giant mural of a grey heron on the black facade of the hotel and brought a fresh look to the neighborhood.

Sir Albert, located in the vibrant De Pijp district, celebrates all members of the local community, even the feathered ones. Grey herons could be considered the neighborhood’s mascot. They’ve been spotted in the area for 20 years now, and they’re a regular figure at the nearby Albert Cuyp Market.


With her work, Belgian-born, Amsterdam-based artist Adele Renault seeks to showcase ordinary city residents in bold ways, usually depicting pigeons and people. She made a special exception for our grey heron to make something authentic to our neighborhood.

Plus One Issue Two Is Here

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Exciting news: Plus One issue two is here! Our annual magazine created together with our food & beverage partners THE ENTOURAGE GROUP features the visionaries and inspirations behind our hotels and restaurants. We think of it as a yearbook; it’s our way of keeping a record of the many creative endeavors we have going throughout the year.  

For this year’s issue we produced three different covers featuring international renowned DJ & producer Martin Garrix and photographs by Viviane Sassen and Kate Bellm.

Inside you’ll find: 

An Interview with Martin Garrix 

Our Insider’s Guide to Hamburg 

A Visit to The Helmut Newton Foundation

An Interview with Snarkitecture 

An Interview with The M-ODE Foundation 

+ much, much more!

Find Plus One issue two for free at any of our properties or online at X BANK’s website.

For more information, see: