Some vacations are all about lounging poolside with a good book and a cold drink; other times, the trip is geared around activities. For the latter, the new gold standard will be SIRO, the latest hospitality experience for active, health-minded travelers. Part of the portfolio of Kerzner International — the parent company of One&Only Resorts and the iconic Atlantis Resorts & Residences — SIRO (pronounced “sigh-row”) promises to be the ultimate wellness destination for sophisticated guests who aspire to a maintain a balanced, healthy lifestyle — even on holiday.
The impressive holistic wellness and fitness programs at SIRO will include a cutting-edge fitness club, luxurious health spa, nutrition-led meals, and restorative and relaxing accommodations as well as a team of in-house specialists including trainers, coaches, and nutritionists. While these services are often available at other wellness destinations, what sets SIRO apart is a focus on sports and fitness, allowing guests to maintain their routines while away from home. This goes far beyond your typical hotel gym setup. At SIRO, the fitness is the focus, and the facilities promise to reflect that commitment.
There will be state-of-the-art cardio and strength training equipment, of course, as well as a variety of rooms for yoga instruction and group classes — which will be developed and taught by leading specialists and elite athletes. Top it all off with a dip in the swimming pool. Each destination will feature different elements designed to reflect the specific location and terrain; some —like the SIRO Boka Place on the Adriatic Sea in Montenegro, the brand’s first resort — will offer cycling, sailing, kayaking, and polo, while others will feature hiking, boxing, climbing, kite surfing, parkour, and skiing. In true Kerzner fashion, no expense will be spared.
“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,” Philippe Zuber, Chief Executive Officer of Kerzner International, said in a press release. “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.”
What happens outside of the gym will be just as important at SIRO. For post-workout rejuvenation, guests can enjoy the Recovery Lab, equipped with everything from infrared sauna and flotation tanks to a cryotherapy room, jacuzzi, and a meditation space. Massage therapists will be available to get out those knots and ease sore muscles.
As the world slowly returns to pre-pandemic activity, some might prefer to work out solo. SIRO has got that covered, offering in-room streamed fitness classes along with resistance bands and dumbbells. (The desk chair has been replaced with an exercise ball and each room will feature a private steam shower.) Still, taking time to recharge is just as crucial and the guest quarters are being designed to provide a place to recharge, using smart technology and sustainable materials.
he meals at SIRO will feature products from local farms and artisans with a commitment to serving the best seasonal and organic food. Nutritionists will be available for personalized advice, and yes, there is a bar for those who want to enjoy a cocktail or two. After all, it’s all about balance.
In order to offer a superlative experience for fitness-minded guests, SIRO plans to regularly host a rotating roster of famous coaches that will help guests achieve specific goals and kick things up a notch. TEAM SIRO will be made up of key athletes from all around the world who will be advisers to the SIRO brand as it grows. The very first premier athlete is Adam Peaty, an Olympic swimmer from the UK.
“Our partnership with Adam is a world first for us,” commented Zuber in the release. “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 on board 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 revolutionizing the guest experience.”
As part of the brand’s initiative to provide a fully inclusive experience, there will be residences available for purchase in addition to the hotel accommodations. Beyond that, there will be a neighborhood, accessible to both guest and residents, which will include public social spaces.
“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,” Zuber said in the release. “We look forward to continuing the improvement of people’s lives with the introduction of SIRO. 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.”
