Kerzner International has launched the fitness and wellbeing-focused hotel brand Siro, joining the group’s Atlantis Resort and Residences and One and Only brands.
Siro (pronounced Sigh-Row and styled SIRO) is described as an “immersive lifestyle destination” and is an acronym of strength, inclusive, reflection and original. The first hotel will launch in Porto Montenegro in 2023 and will be rolled out to other key cities in the future.
The brand aims to inspire fitness and wellness growth among individuals and groups, with activities such as cycling, sailing, boxing and skiing used to discover the destination of its properties. Siro Boka Place in Montenegro, for instance, will offer sailing circuits and cycling routes of varying length and altitude for all fitness levels
Each hotel will have a cutting-edge fitness club with a spacious gym, space for yoga and meditation, a swimming pool and use of local sports venues. The properties will offer a range of classes developed by leading specialists and elite athletes in the fitness studio, while a Recovery Lab will focus on aiding recovery and healing through massage therapies, meditation classes and sports rehabilitation. The hotels will also focus on health and nutrition, with culinary teams working with local farms and artisans to offer seasonal and organic produce, while specialists will offer nutritional advice and seminars.
Meanwhile, key athletes from around the world will play an advisory role in the development of the hotel’s fitness and wellness elements, with British Olympic gold medallist swimmer Adam Peaty representing the first athlete to join the team.
Public spaces will be social and immersive to bring together a community of like-minded individuals, while rooms are described as a “sanctuary, a place of calm” and will feature an in-room spa and steam showers, smart technology and sustainable materials.
Philippe Zuber, CEO of Kerzner International, commented on the launch:
“We have always been pioneers, true disruptors within the hospitality space. We have built destinations through the personalities of our brands and understanding our guests’ journey, creating a meaningful legacy.
“We look forward to continuing the improvement of people’s lives with the introduction of Siro. We recognize that holistic health is more important than ever, and the primary focus of Siro will be exceptional fitness and wellness to support a modern and balanced global lifestyle, delivered with our renowned service in a transformative and nurturing urban environment. As innovators, we are always looking to revolutionize the guest experience and anticipate travellers’ needs. We felt the time was right to introduce the Siro concept to the world as we continue the strategic growth of the Company. We look forward to Siro becoming part of key cities around the world.”
