Kerzner CEO Philippe Zuber shares five pillars of new SIRO hotel brand

Kerzner CEO Philippe Zuber shares five pillars of new SIRO hotel brand

SIRO will offer beds that help control body temperature and chefs that cook superfoods in innovative ways

Kerzner International chief executive officer Philippe Zuber shared further information on the group's new SIRO hotel brand at the recent Skift Global Forum East in Dubai.

Kerzner announced SIRO – a new, immersive lifestyle resort conceived with fitness and wellbeing at the core – in 2021. A partnership with AC Milan, SIRO aims to "blend the boundaries between hospitality, fitness and wellness through a fresh perspective and energising experiences". 

At the conference, Zuber said: "With AC Milan as our partner, we have access to the players and their expert coaches to understand how to expand on this concept and allow guests to be the best version of themselves."

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Outlining the SIRO brand, Zuber said: "There are five brand pillars: Fitness, recovery, mindfulness, sleep and nutrition."

Zuber explained that recovery would be achieved through specialist gyms; mindfulness would be delivered through dedicated classes; sleep would be improved by "a new kind of thermogenesis mattress that helps to control body temperature" and nutrition would be served by "chefs cooking superfood in innovative way".

The first SIRO hotel will be in Dubai. SIRO One Za'abeel is set to open in Q4 2023, providing a technology-rich fitness and well-being hospitality experience in the city's new cantilevered landmark, sharing the building with the new One&Only One Za'abeel.

Zuber and team members from SIRO and AC Milan explain the concept further online: 

Zuber is currently leading the evolution of Kerzner, expanding the company beyond the existing Atlantis and One&Only brands. In addition to SIRO, Rare Finds, a collection of hotels and resorts that "bring the essence of the destination to the fore" was announced in 2022. The first hotel to open under the Rare Finds vertical will be Bab Al Shams desert retreat in Dubai, reopening under Kerzner’s management in 2023.

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