Siro is a fitness-centric hotel brand that will deliver ‘immersive wellness experiences’ designed to help guests ‘unlock peak mental and physical performance’. Olivia Palamountain reports
Respdonding to the trend for next-generation wellness travel, Siro is a lifestyle and fitness hospitality brand from Kerzner International that is centred around holistic fitness and recovery experiences.
Siro’s destination hotels aim to support guests in unlocking their “mental and physical potential” through five key pillars: fitness, nutrition, sleep, recovery and mindfulness.
To bring this philosophy to life and deliver a “best-in-class experience”, each Siro hotel will feature a cutting-edge fitness club, a suite of specialised treatments to aid sports recovery, tech-enabled accommodations to support optimal sleep and customisable nutrition-led dining.
A team of in-house specialists will also be on hand to coach guests and curate an engaging fitness environment that can be tailored to everyone, from committed athletes and health-conscious frequent travellers, to lifestyle change seekers starting out on a fitness or recovery journey.
These include British-Somali professional boxer and humanitarian, Ramla Ali, the AC Milan football team and British Olympic swimmer Adam Peaty.
Siro’s inaugural hotel, Siro One Za’abeel, will launch at the end of 2023 in Dubai’s One Za’abeel development.
Philippe Zuber, CEO of Kerzner International, says: “Siro represents Kerzner’s continued ambition to break boundaries within the hospitality industry, and to present innovative ways for guests to become better versions of themselves, regardless of their personal journey.
“Siro will transform the fitness and recovery hospitality offering, going far beyond the expected by combining our renowned excellence in developing truly exceptional hotels and experiences, with the invaluable insight and expertise from a world class selection of international athletes.
“The result will be a curated, bold guest experience with powerful opportunities to excel. Siro One Za’abeel will be the first time we can deliver on this promise, before expanding the Siro community internationally, and we cannot wait to show the world what we’ve created.”
Integrated digital technology, including a dedicated app, will support guests throughout their stay, offering everything from mobile check-in to nutrition monitoring, gamification and vitality tracking.
Other facilities include strength and conditioning, cardio and free weights zones, through to studios for HIIT, cycling, boxing and Pilates. Dedicated mindfulness coaches will offer workshops and specific classes in breathing, meditation, and visualisation.
Integration within the local community is a key ambition for each Siro hotel, starting with One Za’abeel. The brand is developing a partnership strategy to provide sporting activities and education opportunities for local communities, while offering guests unique excursions to test endurance and discover the local area through sports like cycling, sailing, hiking, climbing, and kite surfing.
In Dubai, SIRO One Za’abeel will offer cycling in Al Qudra Lakes, hiking in the Hatta Mountains and paddle boarding in the Arabian Gulf.