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.

Related Articles

Radisson aims for fourfold Vietnam growth

Radisson aims for fourfold Vietnam growth

Pictured: the upcoming Radisson Blu Hoi An. Imagery courtesy of Radisson Hotel Group. Radisson Hotel Group is set to achieve a fourfold growth of its footprint in Vietnam by opening a dedicated representative office and significantly boosting its portfolio of...

Accor maintains steady pipeline as it restructures

Accor maintains steady pipeline as it restructures

Major global hotel group Accor is keeping a stable rate of new hotel developments as it evolves its structure to capitalise on its recent transformation. At the end of June 2022, the company collectively had a pipeline of 1,215 hotels and 212,000 rooms. This is almost...

Meliá sails on favourable wind to double growth rate

Meliá sails on favourable wind to double growth rate

Pictured: The recently-opened Gran Meliá Villa Le Blanc Hotel in Menorca. Imagery courtesy of Meliá. Spanish chain Meliá Hotels International is on track to sign up at least 40 new hotels with more than 9,000 rooms in 2022. The company reported in its latest half year...

Centara targets Chinese acceleration

Centara targets Chinese acceleration

Pictured: Luxemon CEO Liang Xiao Jing and Centara deputy CEO Blaiklock Markland at the MoU signing ceremony. Thai-headquartered hotel operator Centara Hotels & Resorts has signed a Memorandum of Understanding (MoU) with China’s Luxemon Hotel Group to accelerate...

LOTTE HOTEL WORLD, Grand Re-opening

LOTTE HOTEL WORLD, Grand Re-opening

Newly opened after the second renovation for 244 guest rooms. Changed to eco-friendly walnut room key card in line with ESG. Character themed rooms for families increased, and residential rooms newly introduced. Located in Songpa-gu, Seoul, LOTTE HOTEL WORLD, a...

Radisson on track for 150 African hotel target

Radisson on track for 150 African hotel target

Pictured: Recently-opened Radisson Blu Hotel Durban Umhlanga. Radisson Hotel Group is reporting its rapid African expansion is keeping it on target to have 150 properties open across the continent by 2025. The group has surpassed its half-year growth target in Africa...

ABOUT THE CHAIN

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

Pin It on Pinterest