The refresh is just one part of the comprehensive, multi-phase renovation.
13.02.2024 - 19:23 / skift.com / Josh Corder
The company behind Dubai’s pair of Atlantis resorts has opened its first hotel intended purely for the fitness crowd. Kerzner’s new Siro hotel is located alongside the group’s latest One&Only hotel, both located in a skyscraper complex called One Za’abeel.
Siro was first unveiled by the Bahamas-born resort operator in 2021, pitched as Kerzner’s answer to the growing demand for wellness within travel. The brand was announced with a Montenegro property planned to open in 2023, which has since been delayed.
Siro One Za’abeel in Dubai is therefore the showcase for this experimental new brand, described by Kerzner CEO Philippe Zuber as an “incubator concept” that merges “science and innovation.”
Guests staying at the hotel will experience stays centered on the following five “bio-hacking pillars”: nutrition, fitness, sleep, recovery, and mindfulness.
The hotel features all the usual facilities associated with modern-day ‘bio-hacking’, including cryotherapy (known as cold therapy), IV injections, dry needling, and sound and vibration therapies. More commonplace treatments such as Pilates, yoga, group fitness sessions and physiotherapy are also offered at the property.
While it is a luxury brand, it doesn’t lend itself to indulgence like a typical five-star hotel. Menus come with calories and macro counts and guests can also consult an in-house nutritionist to develop meal plans and for one-to-one advice sessions. The minibar of each room offers healthier options, including blueberries, ginger shots, coconut water, kombucha and protein sachets.
Rooms do not feature a TV which Zuber has said emit harmful microwaves. Instead, guests have a projector.
Zuber describes all these services as a form of “future-proofing,” for guests.
As the debut hotel of the brand, Siro One Za’abeel sets the pace for the positioning of future locations, which will be in Los Cabos, Tokyo, and the aforementioned Montenegro. A night’s stay on a weekend in March costs $533.
The adjoining One&Only hotel starts at around $800 for the same weekend.
In December, Kerzner said Siro is one of the brands it is using to fuel expansion – it doesn’t want its flagship One&Only brand to expand too quickly and lose exclusivity.
“We are looking at 15 more hotels in the next three years between Siro and Rare Finds,” said Kerzner’s vice president, design and architecture, Jaime Nadal, at the Global Hospitality Talk conference in Dubai in December. “Those are all over the world, we’re signing properties in Asia, Middle East, Europe and the Americas.”
“We keep One&Only very contained but we want to be very aggressive with Siro and Rare Finds.”
At the Skift Global Forum East 2023 in December, Zuber described Siro as a new laboratory for innovation
The refresh is just one part of the comprehensive, multi-phase renovation.
Award-Winning Firm to Drive PR for Hilton Cabana Miami Beach Resort, Embassy Suites by Hilton Deerfield Beach Resort & Spa, Embassy Suites by Hilton Fort Lauderdale 17th Street and Embassy Suites by Hilton Miami International Hotel
Deciding where to see the total solar eclipse in New York is difficult when there are so many spectacular options. The path of totality—just 110 miles wide—crosses the state's northwest, home to the vast minority of New York's 20 million people.
Dubai’s booming restaurant sector has its own 50-minute episode in a Netflix show out Friday: The seventh season of ‘Somebody Feed Phil,’ a travel show where Philip Rosenthal (creator of the sitcom ‘Everybody Loves Raymond’) tours restaurants across major global cities.
If you’re looking to escape for a long Easter weekend this year, Italy is always a great idea–especially Florence, where the dawn of spring marks an ideal time to visit the city before the summer crowds descend.
Common hotel amenities often range from happy hours, a fitness center and in-room dining, to a complimentary shuttle and spa services. Imagine something different such as getting a tattoo during your stay.
The Olivier Award winning new production of Cabaret, Cabaret at the Kit Kat Club, a transfer from London's West End, is projected to be one of the hottest shows on Broadway when it opens in April. What that means: getting tickets is not going to be easy but one of the best ways to achieve that could be through the Broadway VIP Experience also launching that month at the Mandarin Oriental, New York. With a two night stay, this promotion includes two prime orchestra seats, a meet and greet with a starring cast member at the MO Lounge and a special gift from the show to take home.
With spring fast approaching, De L’Europe Amsterdam, the storied grande dame of the Dutch capital’s hotel scene, is inviting guests to revel in the considerable splendor of Holland’s centuries-old heritage as a flower powerhouse.
Saudi Arabia has launched a global brand campaign for its cultural tourism site AlUla, home to ancient ruins and a growing list of luxury hotels. The “Forever Revitalising” campaign has been produced in six languages with events in Dubai, London, New York, Paris, Shanghai, and Mumbai.
The surprise exit of Jumeirah Group CEO Katerina Giannouka 15 months into her role is the latest resignation for the government-owned hotel brand of Dubai.
Katerina Giannouka has left Jumeirah Group one year into her time as CEO, confirms an internal document seen by Skift. The document is attributed to Jumeirah’s owning company Dubai Holding group CEO Amit Kaushal and was circulated to leaders in the organization.
Holland America is going big with its latest around-the-world cruise.