The International Holding of Kerzner International, in whose portfolio includes the cult brand Atlantis Resort & Residences and the network of ultra-luxury resorts One & ONLY, following the practice of the best innovation in the field of hospitality, represents Siro. This is a unique project for a series of popular tourist and lifestyle directions, combining fitness, the concept of Wellbeing and the erasing boundaries between the classic way of the hotel, the sports center and wellness club. Siro will also become a real global community for people who share the values of the concept: the desire for the better in everything, the focus on the maximum result, the implementation of all opportunities and life to full - every day.
"We have always strived to be the first in everything, commit disruptive innovations and create new standards in the world of hospitality. We built hotels and resorts in accordance with the individual qualities of our brands and with maximum attention to our guests, their lives and their ideals to become part of their world, "says Philippe Zuber, Chief Executive Officer Kerzner International. "Launcing Siro, we continue our work on making people's life better. Physical and emotional health today are becoming important than ever before. Therefore, our new project will be built on the exclusive services of the fitness and wellness centers of our city hotels, where guests can support their body and the inner world in perfect condition to meet the challenges of the modern world. Staying real innovators, every day we work on improving our guests' satisfaction and over to be ahead of any of their desires. Today, when our company continues to be active, for us there has been the perfect time to launch Siro, a project that we expect, in the very near future will appear in the best urban hotels around the world. "
SIRO (pronounced as Sai-Row) is an abbreviation received from Strength words (power), inclusive (comprehensive), reflection (reflection) and Original (original), for each of which is something special:
- Strength - Power: to be persistent and always to be desired to improve and become the best version of yourself;
- Inclusive - Comprehensive: Respect every person, to be open and attentive to any needs and desires;
- Reflection - Reflection: Develop Harmony, Balance and Well-Being;
- Original - original: go beyond the usual and exceeding the expectations.
The concept of SIRO, the target audience of which includes both individuals and entire groups, is designed to awaken the desire to achieve the maximum level of health and inspire physical and spiritual development. Given the individual needs of each guest, the project will be aimed at developing personal purposefulness and simultaneously with this to combine people around common hobbies, values and principles. Siro will open guests the opportunity to get acquainted with location through a whole set of fitness adventures, each of which corresponds to a specific city: for example, cycling tours, sailing, hiking, boxing, mountaineering, kitesurfing, parkour, skiing and much more. And the use of digital technologies will ensure the ideal organization and control of the result. In addition, the project will include various educational formats, including master classes and other events, including aimed at the development of the unique Siro community.
At the heart of services for guests to become the best version of themselves, there will be a perfectly balanced combination of fitness, awareness and wellness. The own team of experts - coaches, instructors, nutritionists and other specialists will create the most favorable and comfortable conditions for the effective achievement of the result. The central element of each hotel participating in the SIRO program will be equipped with the latest technology fitness center with a gym, a separate space for yoga and meditation, swimming pool and access to local sports infrastructure. Training experts developed by leading experts and professional athletes will be held in a fitness studio with high-tech simulators, and for the restoration of the body and improving the health status within the project will appear Recovery Lab centers with spa services, massage, meditation and sports rehabilitation for people who carefully To its body and follow his condition.
Another important element of Siro concept will be a healthy nutrition. A team of chefs, nutritionists and other specialists together with local farmers and manufacturers of various foods will offer guests a perfectly balanced menu. In addition, guests can receive individual nutritional advice and participate in various thematic events. And the place for socialization, non-nationalization and community communication will be a special bar in the space of each of the hotels participating in the program.
The project is aimed at equally on international travelers and residents of the respective regions. The architecture and design of public spaces will allow for various solemn or chamber measures in them. Balanced interiors will be aimed at the development of visual and auditory impressions, as well as tangles in space in which the line is lost between real and virtual. In the meantime, guest rooms feature perfect bedrooms and private bathrooms with a private steam room and a spa area will be a comfortable refuge, the place of soothing, increasing the vitality and rejuvenation. The positive effect on the physical and emotional state will strengthen the smart technological solutions and environmentally friendly materials in cozy interiors for maximum relaxation and recovery.
A separate part of the project will be Team Sir - an international team of professional athletes who will act as consultants in developing new fitness and wellness offers for guests. The first Ambassador Siro was chosen by the British swimmer Adam Piti, the Olympic champion of 2016, the world champion, Europe and the Commonwealth games, as well as the favorite on the Olympic gold of this year in Tokyo.
"The partnership with Adam is the first to us," says Philip Cover. "The main focus of our new SIRO project is being built around fitness and wellness services for the modern, the active life of the guest in the situation that contributes to self-improvement and strengthen the body. Being part of Team Siro, Adam will share with us and our guests with their inimitable experience, knowledge and secrets of achieving the highest results, maintain excellent physical and emotional health. He is an embodiment of all of what we strive for, developing the concept of SIRO - the realization of the entire inner potential of its body. We are very pleased that Adam joined the team at the very beginning of our path. "
"I was very interested to get acquainted with the concept and objectives of Siro, a unique project, which appeared in our world in a very right time. It is a great honor for me to be part of it and engage in its development. As a professional athlete who seeks to excellence, I know how much the smallest details are important for such a project. Starting from creating an ideal bedroom and excellent food and ending with modern fitness equipment and spas services - SIRO asks a truly new standard for the hospitality industry and the quality of guests, "said Adam Piti.
The first hotel in which in 2023 the Siro program will be launched, there will be Siro Boka Place in Montenegro. The offers for guests will include several routes for sailing, as well as cycling tours of varying degrees of complexity. In the future, the concept will appear in hotels in key cities around the world.