The wellness-focused SIRO hotel brand has been flagged as a key avenue for growth for hotel giant Kerzner, as its caps its One&Only and Atlantis portfolios in order to maintain their exclusivity.

Speaking to LATTE at the recent Essence of Phuket show, Kerzner’s Regional Sales Director Asia Pacific Grace Hung set out the company’s plans to scale the fledgling brand which debuted in the UAE in February 2024 with the launch of SIRO One Za’abeel, Dubai.

“While we maintain the exclusivity of One&Only and Atlantis with only 35 properties globally, SIRO is a newer brand that will continue to expand into key destinations,” Hung said.

Launched with the idea of redefining the travel experience for active lifestyle enthusiasts, SIRO is rapidly expanding, with the second hotel, SIRO Boka Place, to open in Montenegro in May this year. Another three properties are also in the pipeline, including the most recently announced Tokyo property, set to open in 2029.

Offering more than just a place to stay, the brand’s unique positioning is built on five major pillars: fitness, sleep recovery, nutrition, mindfulness, and overall wellness. These elements are carefully woven into the design of each property, aiming to help guests maintain their health and performance while travelling.

“We have over 50 different classes that guests can join during their stay,” Hung said. “The rooms are designed to improve sleep quality, and we provide a range of wellness-focused services, such as a recovery lab and an onsite nutritionist.”

“We have over 50 different classes that guests can join during their stay,” Hung said. “The rooms are designed to improve sleep quality, and we provide a range of wellness-focused services, such as a recovery lab and an onsite nutritionist.”

The rooms themselves are a key part of the experience. They feature innovative design elements such as thermo-regulated mattresses made from bamboo fibre that adjust to body temperature, improving sleep quality. Additionally, guests can choose from 11 different types of pillows and enjoy rooms designed for optimal sleep without disruptive air conditioning.

The wellness experience extends beyond the room into every facet of the SIRO offering. For example, SIRO has partnered with professional athletes and teams such as AC Milan and boxer Ramla Ali to create specialised programs. These programs are designed to help guests reach peak performance levels, whether through tailored fitness classes or nutrition plans.

“When we first built this brand, the focus was on how we can help guests recover quicker and reach peak performance,” Hung explained. However, in response to growing interest, SIRO’s model has evolved to accommodate broader needs. Instead of catering predominantly to those pursuing specific wellness goals, the brand now takes a more generalised holistic approach.

“We want our properties to be a place where people can maintain their active lifestyle during their travels, but without necessarily committing to a retreat-like experience,” she said.

With the Montenegro launch just weeks away, Hung highlighted the hotel’s unique location, with wellness experiences tailored perfectly to tis surroundings. “Montenegro is a perfect example of how we adapt our offering to the destination,” she said. “We can create an itinerary based on the guest’s fitness level, from hiking to rock climbing.”

Looking forward, SIRO Hotels is expected to grow its portfolio further in carefully selected locations. “We want to maintain a presence in cities with a young, entrepreneurial demographic,” Hung said, noting that SIRO’s focus on active lifestyles resonates particularly well with business travellers who want to stay fit while on the go.I am text block. Click edit button to change this text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.