Kerzner's wellbeing SIRO hotel developed by Atellior among new brands rising in the face of COVID.
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Kerzner International has launched a fitness and wellbeing brand called Siro, representing the pillars of Strength, Inclusive, Reflection and Original. Siro Boka Place, with 96 guest rooms and suites along with 145 residences, will launch in Porto Montenegro in late 2023.
Siro is being marketed as “an immersive lifestyle destination, blending the boundaries between hospitality, fitness, and wellness through a fresh perspective and energizing experiences. Siro will create a collective global community of like-minded individuals who live a high-performance lifestyle passionate about driving achievement and living their fullest potential.”
Kerzner International CEO Philippe Zuber told HOTELS, “We’ve observed that wellbeing is increasingly becoming a key driver in decision making for travel, as well as becoming an integral part of today’s lifestyle and consumer needs. There is no doubt that the pandemic has had an extraordinary impact on our industry, and the events of 2020 have, for many of us, highlighted the importance of health and balance in life… This market will continue to grow in the coming years as travelers increasingly hold their health in greater value and we saw an opportunity to surpass the current offerings with a new hospitality experience targeting holistic wellbeing.”
Zuber added that Kerzner’s long-term strategy is to grow the brand with hotels in key global cities, as well as destinations where it can develop an exceptional outdoor fitness offering with access to cycling trails, hikes, watersports, skiing, climbing or canyoning. “We are looking at major cities around the world that we feel would be a good home to Siro, from Miami to Dubai,” he said. “Siro could also work extremely well in a conversion of an existing asset, which makes it very attractive. We would like to sign 10 Siro hotels by 2025.”
The Siro experience will offer a variety of performance fitness activities reflective of each destination, such as cycling, sailing, hiking, boxing, climbing, kite surfing and skiing. Siro Boka Place will offer guests a number of sailing circuits, as well as a variety of cycling routes of varying length and altitude for all fitness levels. In addition, Siro will offer streaming classes, workshops, and knowledge-sharing events to further connect the brand’s community.