SIRO, a haven for the fitness focused, SIRO (pronounced Sigh-Row) is the newest hospitality experience from Kerzner International.

It  is a brand for individuals who live a high-performance lifestyle passionate about driving achievement and living their fullest potential created by Kerzner International.

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 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,” said Philippe Zuber, Chief Executive Officer, Kerzner International.

SIRO will be an immersive lifestyle destination, blending the boundaries between hospitality, fitness, and wellness through a fresh perspective and energizing experiences.

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.

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.

SIRO will be an integral part of key cities around the world in the future.