Kerzner launches fitness-focused hotel brand Siro

by | 26 Mar 2021 | Chains

Kerzner has unveiled Siro, a new hotel brand fusing travel with fitness and wellbeing, supported by a team of elite athletes that includes an Olympic gold medal-winning swimmer.

The owner of Atlantis Resort & Residences and One&Only Resorts, Kerzner, has outlined the vision behind its innovative new hospitality experience.

A dynamic lifestyle brand

By blending hospitality, fitness and wellness, Kerzner aims to provide guests with a fresh and energising hotel experience. Siro, which is pronounced ‘sigh-row’, aims to foster a global community of likeminded travellers who thrive on a high-performance lifestyle.

“We recognise 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,” said Philippe Zuber, CEO of Kerzner International.

“As innovators, we are always looking to revolutionise 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.”

The hotels will be designed as a meaningful part of the neighbourhoods they’re in with social public areas.

A fitness and wellness immersion

Siro aims to support each guest’s personal wellness journey by offering destination-specific activities such as cycling, sailing, skiing and hiking, along with classes and workshops that are part of a digitally integrated experience.

A guest offering focused on fitness, mindfulness and wellness ultimately aims to inspire visitors to become the best possible versions of themselves. In-house specialists such as trainers and nutritionists will help them on this journey and cutting-edge fitness facilities will be joined by a swimming pool and dedicated yoga and meditation area.

An array of classes will be developed and taught by leading specialists and the Recovery Lab will offer health spa services such as massages. Health and nutrition will be at the heart of the culinary offering, highlighting the produce of local artisans and farms.

Moreover, tranquil guestrooms will provide the ideal place for travellers to recharge, with in-room spa and steam showers, plus smart technology.

An elite fitness partnership

The new brand is also behind Team Siro, a collective of key athletes from around the world who will play an advisory role within the hotels. The first ambassador for this programme is Olympic gold medal-winning swimmer Adam Peaty.

“Our partnership with Adam is a world first for us,” said Zuber. “The primary focus of our new Siro experience will be exceptional fitness and wellness to support a modern, global lifestyle, delivered with our renowned service in a transformative and nurturing environment.

“As part of Team Siro, Adam will bring his unrivalled experience, insight and understanding of all aspects of high-performance lifestyle, holistic health and wellbeing. He personifies everything we are looking to achieve with Siro – he is the embodiment of living your fullest potential, and we are excited to bring Adam onboard at the very start of our Siro journey.”

Peaty commented: “It has been fascinating to learn about the ambitions of Siro, an exciting new experience that seems to be missing in the space. And for me to be asked to play a part in the development of these new hotel destinations is a privilege.

“As an elite athlete who strives for perfection in everything I do, I know just how important the tiny details are with an environment such as this. From the tranquility of the bedrooms to the best-in-class nutritional advice, to the state-of-the-art fitness facilities and recovery lab, Siro is genuinely leading the way and revolutionising the guest experience.”

The brand’s first hotel, Siro Boka Place, will launch in Porto Montenegro in 2023, offering guests the opportunity to experience high-quality sailing circuits and cycling routes on the Balkan Peninsula.

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Kerzner International, through its subsidiaries, is a leading international developer and operator of destination resorts, casinos and luxury hotels.

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