“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,” commented Philippe Zuber, Chief Executive Officer, Kerzner International. “We look forward to continuing the improvement of people’s lives with the introduction of SIRO. 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. 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.”
SIRO (pronounced Sigh-Row) represents the pillars of Strength, Inclusive, Reflection and Original. Beyond a physical place, SIRO will evoke a compelling anticipation of attainable peak health and inspire fitness and wellness growth for both individuals and groups. Supportive of each personal journey, SIRO reinforces the dedication needed to achieve personal goals while inviting individuals to connect deeper through shared passions, goals, and lifestyle. The SIRO experience will offer thrilling ways to discover the destination through a variety of performance fitness activities reflective of each destination, such as cycling, sailing, hiking, boxing, climbing, kite surfing, parkour, and skiing, to name a few. SIRO will be digitally integrated, changing the way that hospitality moves to ensure a smooth guest journey. In addition, SIRO will offer streaming classes, workshops, and knowledge-sharing events to further connect the SIRO community.
SIRO will also be building TEAM SIRO, a Team of key athletes from around the world who will each play an advisory role as SIRO develops the fitness and wellness elements at the heart of the immersive lifestyle experience. The first ambassador is GB Olympic gold medalist swimmer Adam Peaty – an Olympic, World, European and Commonwealth champion, and favourite to win Olympic gold again later this year in Tokyo.
“Our partnership with Adam is a world first for us,” commented Philippe Zuber, Chief Executive Officer, Kerzner International. “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 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.”
The first SIRO hotel will launch in Porto Montenegro in 2023, SIRO Boka Place. SIRO Boka Place will offer guests a number of demanding sailing circuits, as well as a variety of cycling routes of varying length and altitude for all fitness levels.