Kerzner International has introduced a new hospitality experience, SIRO. It’s been conceived with fitness and wellbeing at its core.

SIRO (pronounced Sigh-Row) represents the pillars of Strength, Inclusive, Reflection and Original:

  • Strength: To always be resilient and committed to become the best version of yourself
  • Inclusive: To always celebrate the diversity of people and their passions
  • Reflection: To always nurture harmony, balance, and wellbeing
  • Original: To always challenge convention and elevate experiences

“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, CEO, Kerzner International, in a press release statement. “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 travelers’ 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 SIRO experience will allow travelers 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.

A team of in-house specialists, including trainers, coaches, nutritionists, technicians, and hosts will create an engaging, supportive environment for excellence. A cutting-edge fitness club will be the heart of each SIRO hotel, each offering a gym, dedicated space for yoga and meditation, a swimming pool and use of local sports venues. A wide range of classes will be available in the high-tech fitness studio, developed and taught by leading specialists and elite athletes. To aid recovery and healing, SIRO will also offer the Recovery Lab, including a selection of health spa services such as specialized massage therapies, meditation classes and sports rehabilitation.

Health and nutrition will also be at the core of SIRO, with the culinary team working with local farms and artisans to serve seasonal and organic fare. In addition, specialists will provide best-in-class nutritional advice and seminars to supplement guests’ lifestyle. Offering balance, a social bar for guests and the community will be the heartbeat of the hotel.

SIRO’s public spaces will be fully immersive and social, offering an experience for all the senses with a focus on exploration and play, coming to life through sight, touch, and sound. By contrast, the guestrooms will be a sanctuary, designed with restorative properties to provide the ideal sleeping environment. In addition, in-room spa and steam showers will aid in rejuvenation.

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 favorite to win Olympic gold again later this year in Tokyo.

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.

For more information, visit For more hotel updates, click here.