Sir Nikolai Hotel

What Sir Nikolai Hotel does

Sir Hotels is a boutique hotel collection founded in 2013 in Amsterdam and operated by Sircle Collection BV, a privately-held Dutch hospitality company. The brand operates five design-forward properties across Europe — Sir Devonshire Square (London, 81 rooms, opened 2025), Sir Prague (76 rooms, opened 2025), Sir Victor (Barcelona, 2019), Sir Adam (Amsterdam North, located in the A'DAM Tower, 2016), and Sir Albert (Amsterdam De Pijp, located in a former diamond factory, 2013). A sixth property, Sir Savigny in Berlin, was opened in 2016 and subsequently closed. Each property is architecturally unique, located in a distinctive urban neighborhood, and designed around a local cultural theme (Cubist art in Prague, music in Amsterdam North, refined diamond-factory heritage in De Pijp). The portfolio serves design-conscious leisure travelers, couples, families, group/corporate bookers, and repeat guests through the Sircle Club loyalty program, which spans Sir Hotels and sister Sircle Collection brands.

The business model is a multi-revenue-stream hospitality operation: (1) overnight accommodation across room categories from compact Sir Petit rooms (~17–19 m²) to multi-bedroom Sir Residences (70–93 m²); (2) on-site food and beverage through sister-brand restaurants (MR PORTER, Seven North, The Butcher Social Club, IZAKAYA) that also serve non-hotel guests; (3) meetings and events at Sir Adam (The Studios, The Forbidden Garden) and Sir Albert; (4) ancillary services including pet packages, spa (Sir Victor), gym access via partnerships with 24N Fitness and F45, parking, and room service; and (5) the Sircle Club loyalty program that drives direct bookings across the Sircle Collection portfolio. Distribution is direct-to-consumer via a multi-locale website (sirhotels.com in 7+ languages) and a centralized booking engine (book.sirhotels.com), supplemented by online travel agencies and a dedicated group reservations process for 7+ rooms. Pricing is dynamic and quote-based; promotional mechanics include a 10% direct-booking discount ('Only At Sir'), up to 15% Sircle Club member discount, and seasonal campaigns. Technology infrastructure is a standard boutique-hotel operating stack — cloud-based booking and property management systems, digital check-in capabilities, responsive multi-language websites — with no disclosed AI/ML capabilities, proprietary platform, app, or API.

The company is privately held, headquartered at Sircle Collection BV in Amsterdam (Chamber of Commerce 34369785), with a disclosed headcount band of 11–50 (likely brand/corporate-level staff, with property operations managed at the unit level). The marketing approach combines Instagram-led visual storytelling, email newsletter capture (with a 10% discount incentive), SEO-optimized city guide content, content marketing through the brand blog, and in-person experiential programming (backgammon nights, wine clubs, Feeld dating sessions). The brand also operates the Sir Cares community program (€1 guest donation mechanic at check-in) and Sir Explore curated local experiences. No revenue, funding rounds, or valuation data are publicly disclosed.

Name

Sir Nikolai Hotel

Legal name

Sircle Collection BV

Website

https://sirhotels.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Sir Hotels is a privately-held European boutique hotel collection operated by Sircle Collection BV, operating five design-forward properties in London, Prague, Barcelona, and Amsterdam (two). It serves design-conscious leisure travelers, couples, families, and group bookers via direct bookings, a multi-brand loyalty program (Sircle Club), and on-site F&B and event venues.

Ownership category

akta.pro rank

Product category

Boutique Hotel Accommodation

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

akta.pro secondary industries

Urban Luxury Hotels (City Luxury) (THAGACAE), Private House Hotels & Small Luxury Inns (THAGADAL)

Keywords

• Boutique hotel accommodation
• Hotel rooms and suites
• Hotel food and beverage
• Meetings and events venues
• Hotel loyalty program

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Hotel Room Revenue: Primary revenue from overnight accommodation across 5 properties: Sir Devonshire Square (London, 81 rooms), Sir Prague (76 rooms), Sir Victor (Barcelona), Sir Adam (Amsterdam), and Sir Albert (Amsterdam). Room revenue is generated through direct website bookings, OTAs, and group reservations. Pricing varies by room category from compact Sir Petit rooms to multi-bedroom suites and residences.
2. Food & Beverage: On-site restaurants and bars at each property generate F&B revenue. Examples include: Seven North at Sir Prague (Mediterranean cuisine), IZAKAYA Asian Kitchen & Bar at Sir Albert, The Butcher Social Club at Sir Adam, MR PORTER (sister brand restaurant) near Sir Devonshire Square. Some restaurants also serve breakfast, lunch, and dinner to non-hotel guests, expanding revenue beyond in-house occupancy.
3. Sircle Club Membership: The Sircle Club loyalty program is free to join and drives repeat bookings across the Sircle Collection portfolio. While membership itself is free, it incentivizes direct bookings and increases booking frequency across all brands. Revenue is generated indirectly through increased occupancy and direct booking commissions saved versus OTA channels.
4. Meetings & Events: Several Sir properties offer meeting and event spaces for hire. Sir Adam features The Studios (up to 50-person capacity) and The Forbidden Garden event space. Sir Albert offers meeting facilities. These spaces are rented for corporate events, private gatherings, and functions, generating ancillary venue and catering revenue.
5. Ancillary Services: Additional revenue streams include pet stay packages, spa services (Sir Victor), gym access (some properties partner with 24N Fitness and F45), and room service charges. At Sir Devonshire Square, a £150 pre-authorization per room per night is held for incidentals, demonstrating cash flow management through the booking process.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Sir Hotels is a boutique hotel collection operating five design-led properties across Europe (London, Prague, Barcelona, and two in Amsterdam). It sells overnight accommodation in room categories ranging from compact Sir Petit rooms to multi-bedroom residences, complemented by on-site restaurants and bars (e.g., MR PORTER, Seven North, IZAKAYA, The Butcher Social Club), meetings and event spaces at select properties, and ancillary services such as spa, gym access, and pet stays. The brand also runs the Sircle Club loyalty program and Sir Explore local experience offerings to drive repeat and direct bookings.

Product overview

Sir Hotels is a boutique hotel collection founded in 2013 in Amsterdam, operated by Sircle Collection. The portfolio includes five properties: Sir Devonshire Square in London (81 rooms), Sir Prague in Prague (76 rooms), Sir Victor in Barcelona, Sir Adam in Amsterdam's A'DAM Tower, and Sir Albert in Amsterdam's De Pijp district. Properties feature room categories ranging from compact Boutique rooms to multi-bedroom Residences and signature Suites. Additional offerings include the Sircle Club loyalty program, Sir Explore curated local experiences, and Sir Cares community initiative. Dining venues include MR PORTER (London/Barcelona), Seven North (Prague), IZAKAYA Asian Kitchen & Bar (Amsterdam), and The Butcher Social Club (Amsterdam).

Differentiator

Problem solved

Functional benefit

Products and services

• Sir Devonshire Square Hotel An 81-room boutique hotel in London's Shoreditch district featuring blush-toned interiors designed by Sam Wright, on-site MR PORTER restaurant, gym via 24N Fitness, and meeting/event spaces. Targeted at leisure travelers, group bookers, and culturally curious guests visiting London.
• Sir Prague Hotel A 76-room boutique hotel near the Vltava River in Prague featuring handcrafted Cubist art and traditional Czech elements, with the on-site Seven North Mediterranean restaurant. Targeted at leisure and cultural travelers visiting Prague.
• Sir Victor Hotel A cultural destination hotel in Barcelona's Eixample district featuring a rooftop, spa, gym, and MR PORTER restaurant. Serves leisure travelers and corporate guests seeking upscale boutique stays with wellness amenities.
• Sir Adam Hotel A music and culture-themed hotel inside Amsterdam's iconic A'DAM Tower, with The Studios and The Forbidden Garden event spaces, The Butcher Social Club restaurant, and meeting facilities. Targeted at leisure, group, and event guests.
• Sir Albert Hotel A refined boutique hotel in Amsterdam's De Pijp district, housed in a former diamond factory, featuring the IZAKAYA Asian Kitchen & Bar, high ceilings, and large windows. Serves leisure and corporate guests visiting Amsterdam.
• Sircle Club Loyalty Program A free membership loyalty program offering up to 15% off stays across Sir Hotels and sister brands, plus perks including early check-in, late check-out, and free room upgrades when available. Targets repeat guests across the Sircle Collection portfolio.
• Sir Explore Curated Experiences A curated program of locally hosted experiences and tours offered to guests staying at Sir Adam, Sir Albert, and Sir Victor in Amsterdam and Barcelona, such as Sound Bowl Meditation, Amsterdam by Bike, Insider Art Tour, Buildings That Speak, Wine Hunt, and Photography Strolls. Differentiated service offering for experiential travelers.

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• 24N FitnessminorStrategic or Co-development PartnerSir Devonshire Square has partnered with 24N Fitness to provide guests with complimentary access to an 11,000 sq ft health club facility near the hotel. Guests receive a voucher from the Front Desk for free access to the gym, which includes premium health club equipment, a CrossFit affiliate area, and recovery facilities with an ice pool and sauna.
• F45 TrainingminorStrategic or Co-development PartnerSir Devonshire Square has partnered with F45 Training for group fitness sessions. Hotel guests access F45 classes at £15 (instead of the standard £25) using code SIR45. Classes run Monday-Saturday from 06:15-19:45 at the F45 Liverpool Street studio near the hotel.
• 20/20 LevelsminorStrategic or Co-development PartnerSir Devonshire Square has partnered with 20/20 Levels, a London-based organization that empowers young talents from underrepresented backgrounds through mentorship and real-world career experiences. The partnership is part of the Sir Cares community initiative, aiming to uplift young people — whether aspiring creatives or budding entrepreneurs.
• MR PORTERcoreChannel Partner/ Reseller/ DistributorMR PORTER is a sister-brand restaurant (steakhouse and lounge) operated by Sircle Collection, located at 22 Park Lane, London W1K 1BE — approximately 40 minutes by car from Sir Devonshire Square. The restaurant is promoted on the Sir Devonshire Square website as a dining recommendation and is part of the MR PORTER group of restaurants. Sir Devonshire Square guests are directed to MR PORTER for upscale dining experiences.
• Seven NorthcoreChannel Partner/ Reseller/ DistributorSeven North is the signature restaurant at Sir Prague Hotel. Originally an award-winning restaurant concept from Vienna, Seven North Prague serves Mediterranean cuisine, sharing plates, and classic cocktails at Náplavní 6, Prague. It is the hotel's primary F&B outlet and is open daily for breakfast, lunch, and dinner. The restaurant is highlighted as a key feature of the Sir Prague guest experience.
• The Butcher Social ClubcoreChannel Partner/ Reseller/ DistributorThe Butcher Social Club is the on-site restaurant and bar at Sir Adam Hotel, located on the ground floor. Open for breakfast, lunch, dinner, and late night, it serves burgers, bowls, shakes, and cocktails. Room service is available with a €4 surcharge. The venue also manages The Forbidden Garden event space at the hotel.
• IZAKAYA Asian Kitchen & BarcoreChannel Partner/ Reseller/ DistributorIZAKAYA is the on-site restaurant at Sir Albert Hotel in Amsterdam's De Pijp district. A pioneering Asian gastronomy concept, IZAKAYA serves modern Japanese cuisine with South American influences, including fresh sushi, sashimi, robata grill dishes, and hibachi. It is open for breakfast, lunch, and dinner (Sun-Wed 12:00-23:00, Thu-Sat until 23:30). IZAKAYA is part of THE ENTOURAGE GROUP.
• Sircle CollectioncoreStrategic or Co-development PartnerSir Hotels is founded, owned, and managed by Sircle Collection BV, an Amsterdam-based hospitality company. Sircle Collection operates the brand's central booking infrastructure (sirhotels.com, book.sirhotels.com), the Sircle Club loyalty program, data protection policies, and brand strategy. Sircle Collection also operates sister brands including Max Brown Hotels, Park Centraal Hotels, Provocateur Hotel, and The Eliott Hotel, plus restaurants (Seven North, Bar Claes, The Rooftop), members' clubs (The Cover, Sircle Club), and X-Bank concept store.
• City of London Police / Operation MakesafeminorOthersSir Devonshire Square collaborates with the City of London Police's Operation Makesafe initiative, which trains businesses to recognize and report child sexual exploitation. Hotel staff receive specialized training, informational materials are displayed on property, and direct communication channels with authorities are maintained.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 25hours Hotels: 25hours is a European collection of individually-designed boutique hotels in cities including Berlin, Hamburg, Munich, Vienna, and Paris. Closest direct peer to Sir Hotels given shared boutique positioning, urban European footprint, and design-led brand strategy.
• Design Hotels: Design Hotels is a curated collection of 300+ independent boutique hotels worldwide, focused on design-led, independent properties in urban and resort locations. Comparable to Sir Hotels as a curated multi-city boutique hospitality brand (and referenced on the Sir Hotels website as a sister brand affiliate).
• The Hoxton: The Hoxton operates design-led boutique hotels in London, Amsterdam, Paris, NYC, Chicago, and other cities under Ennismore. Closely comparable urban boutique positioning, neighborhood-first location strategy, and lifestyle-oriented guest experience.
• citizenM: citizenM is a design-led boutique hotel brand with properties in major European and US gateway cities (London, Amsterdam, Paris, NYC, etc.). Comparable in urban full-service boutique positioning, design-led interiors, and tech-forward booking and stay experience.
• Mama Shelter: Mama Shelter operates lifestyle boutique hotels in Paris, Lyon, Marseille, Dubai, Belgrade, and other cities under Ennismore. Comparable design-led boutique positioning with strong F&B programming and urban neighborhood locations.

Broad incumbents

• Kimpton Hotels & Restaurants: Kimpton is IHG's upscale boutique hotel brand with 70+ properties primarily in the US, also expanding to Europe. Comparable boutique positioning at larger scale with broader IHG distribution and loyalty.
• Hotel Indigo: Hotel Indigo is IHG's boutique upper-upscale brand with 100+ properties globally, including locations in major European cities. Comparable in delivering localized boutique guest experiences but with broader IHG distribution and scale advantages.
• Moxy Hotels: Moxy Hotels is Marriott's millennial-focused boutique brand with 80+ properties globally across Europe and the US. Comparable design-led positioning at significant scale under Marriott's Bonvoy loyalty and distribution platform.
• ME by Meliá Hotels International: ME by Meliá is the lifestyle boutique brand of Meliá Hotels with locations in Madrid, London, Dubai, NYC, and other cities. Comparable urban lifestyle positioning with adjacent design and F&B programming.

Emerging players

• Jo&Joe: Jo&Joe is Accor's open-house hybrid hostel/hotel brand with a few locations in Europe (Paris, Vienna, Budapest, Hossegor). Partial overlap with boutique urban lodging, focuses on a younger, social-traveler segment that intersects with Sir Hotels' leisure customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sirhotels
• Facebookfacebook.com/SirNikolaiHotel
• LinkedInlinkedin.com/company/sir-hotels

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sir Nikolai Hotel