DUBAIUnited Arab Emirates, November 30, 2022 /PRNewswire/ — Kerzner International Holdings Limited (“Kerzner”), the owner of the iconic Atlantis Resorts & Residences and ultra-luxury One&Only Resorts worldwide, today announced the first-of-its-kind immersive fitness and lifestyle brand , SIRO, will launch its inaugural hotel, SIRO One Za’abeel, in the fourth quarter of 2023. This first SIRO brand hotel will be located in the heart of from Dubai iconic development of One Za’abeel. One Za’abeel is being developed by Ithra Dubai, a wholly owned subsidiary of Investment Corporation of Dubai.

SIRO has also announced the next member of its pioneering ambassador program ‘Team SIRO’. British-Somali professional boxer and humanitarian, Ramla Alijoin the world class football team AC milan and British Olympic swimmer Adam Peaty, who each play an advisory role in the development of SIRO, from its personalized training programs to recovery, nutrition and wellness.

The SIRO brand epitomizes Kerzner’s continued spirit to disrupt the hospitality industry and elevate the guest experience. Recognizing a gap in the market, SIRO will offer a bold new immersive hospitality experience for guests, anticipating travelers’ needs and inviting them to “Live the Journey” with tailored programs and treatments developed by fitness specialists , mental health, nutrition and sleep. Designed to help guests achieve peak mental and physical performance in a supportive and aspirational environment, SIRO One Za’abeel is the first step in SIRO’s journey to become a whole new kind of global brand, powered by the lifestyle

The SIRO experience

SIRO One Za’abeel, a fitness and recovery destination, will offer holistic fitness and wellness programs, in a fantastically designed hotel environment with stunning views of from Dubai skyline Guests will have access to state-of-the-art facilities, while receiving expert guidance and coaching from a team of fitness and wellness experts. The programs will focus on five pillars: fitness, nutrition, sleep, recovery and mindfulness.

Guests will have the option to participate in a complimentary 3D body scan to assess their fitness, providing the hotel’s coaching team with data to develop personalized programs tailored to individual needs and goals. Built-in digital technology, including a dedicated app, will support guests throughout their stay; offering everything from mobile billing to nutrition tracking, gamification and vitality tracking.

A state-of-the-art fitness center will form the core of the hotel over two floors, with a minimum 1,000 m2 gym together with dedicated space for yoga and meditation, as well as spacious studios for group exercise classes and the use of local sports venues. . Other facilities include strength and conditioning areas, cardio and free weights, through to HIIT, cycling, boxing and Pilates studios.

Specialized trainers, coaches, nutritionists and technicians will be available at One Za’abeel to help guests make and maintain healthy lifestyle choices. Rooms feature the latest technology to promote restful sleep, including Aero Plush smart mattresses, recovery wardrobes and smart curtains that will connect to the SIRO app alarm clock and gradually open moments earlier let the alarm go off to allow natural light to fill the space. room The alarm will be set to follow the guest’s circadian rhythm in order to mitigate jet lag and encourage bodies to wake up in a more rested state.

SIRO will also offer a dedicated recovery lab to offer a variety of specialist wellness treatments. State-of-the-art technologies available include cryotherapy, infrared and oxygen therapy, as well as a range of supportive treatments including physiotherapy, acupuncture and assisted stretching. Dedicated mindfulness coaches will offer specific breathing, meditation and visualization workshops and classes.

Integration into the local community is a key ambition for every SIRO hotel, starting with One Za’abeel. The brand is developing a partnership strategy to provide sporting activities and educational opportunities to local communities. In addition, at each destination, SIRO will offer guests unique excursions to test their endurance and discover the area through sports such as cycling, sailing, hiking, climbing and kitesurfing. In Dubai, SIRO One Za’abeel will offer cycling in the Al Qudra Lakes, hiking in the Hatta Mountains and paddle surfing in the Arabian Gulf.

Philippe ZuberCEO of Kerzner International, commented “SIRO represents Kerzner’s continued ambition to break boundaries within the hospitality industry and introduce innovative ways for guests to become better versions of themselves, regardless of their journey personal SIRO will transform the fitness and recovery hospitality offering, going far beyond the expected, combining our recognized excellence in developing truly exceptional hotels and experiences, with the invaluable vision and the experience of a selection of world-class international athletes. The result will be a bold and curated guest experience with powerful opportunities to excel. SIRO One Za’abeel will be the first time we can deliver on this promise, before expanding the SIRO community internationally, and we can’t wait to show the world what we’ve created.”

A Za

SIRO One Za’abeel will join One&Only One Za’abeel in residence at from Dubai last architectural icon, One Za’abeel. Issam Galadari, CEO of Ithra, says: “SIRO is a bold and innovative new Kerzner brand. It will serve a global community focused on health and wellness with a destination offering yet to be seen in Dubai and in the hospitality sector. We are proud to be developers and partners in this unique project and look forward to building this landmark development from Dubai A Za’abeel.”

Symbol of ambition, innovation and pioneering spirit of DubaiOne Za’abeel stands proudly in the Za’abeel district in the heart of the city, strategically located at the entrance to from Dubai international financial district. The two-tower, high-rise, mixed-use development will also incorporate One&Only One Za’abeel, One&Only Private Homes and office spaces, in addition to The Gallery, an opulent retail podium, a panoramic sky room and longest overhang in the world. building, The Link, which crosses the two towers of One Za’abeel.

100 meters above the ground and seemingly floating between the towers of One Za’abeel, The Link will become from Dubai new must-have lifestyle destination in the sky. Focused on high-end hospitality, the space will offer an exploration of world-class dining, retail and entertainment. A prominent rooftop pool at The Link will form a focal point for the design, offering incredible 360-degree views of Dubai.

Ramla Ali and the SIRO team

The new SIRO ambassador, Ramla Ali, embodies the brand’s values ​​of strength and originality. Discovering the world of boxing at an early age gave Ali confidence and discipline, and she soon became the first Muslim woman to win an English title, before becoming established. from Somalia boxing federation and become the first boxer in history to represent the country at the Olympics.

In 2018, Ali created “Ramla Ali Sisters Club”, a non-profit initiative that provides a free and safe space for all women to take weekly boxing classes without fear of discrimination. Since its inception, the club has created a global community of like-minded fighters who are welcome regardless of experience, race or religion.

Team SIRO, a first for the hospitality industry, was established in 2021 and is a collaboration with international sports partners and elite athletes. More than brand ambassadors, these experts feed SIRO’s internal team with valuable insights to shape the guest experience at SIRO; allowing guests to train, move and recover like some of the best athletes in the world. As SIRO’s latest ambassador, Ali joins GB Olympic gold medalist swimmer Adam Peaty and the AC. milanone of the most innovative clubs in the history of football, of which SIRO is the Official Partner of the Hotel.

Ali says, “It was a natural choice for me to partner with SIRO. I have worked hard to create an environment within the male-dominated world of boxing where women feel welcomed and encouraged to participate. Similarly, SIRO reflects my ambitions. to present hotels and platforms where everyone can feel welcome to work on their well-being and positively impact their physical and mental health. I am excited to work with the team in developing programs and experiences that give guests the opportunity to learn lifestyle habits that they themselves can take with them and incorporate into their everyday lives.”

For more information visit

SIRO (pronounced ‘row of sighs’) is a new lifestyle and immersive hospitality brand from Kerzner International. Designed to provide guests with a holistic fitness and recovery experience, SIRO destination hotels support guests to unlock their mental and physical potential through five key pillars: fitness, nutrition, sleep, recovery and mindfulness. Welcoming and supportive, SIRO’s guest experience caters to everyone from committed athletes, to health-conscious frequent travelers, to lifestyle change seekers embarking on a journey of fitness or recovery. To deliver a best-in-class experience, each SIRO hotel will feature a state-of-the-art fitness center, a suite of specialized treatments to aid athletic recovery, technology-enabled accommodations to support optimal sleep, customizable nutrition-led dining and a team of in-house specialists to train guests and create an engaging environment for holistic fitness. More information available at

Kerzner International Holdings Limited, through its subsidiaries, is a leading international developer and operator of destination resorts, ultra-luxury hotels and residences, and innovative entertainment and gaming experiences. Kerzner’s flagship Atlantis brand includes Atlantis, The Palm, Dubaia 1,500-room aquatic-themed resort at The Palm, overlooking the Arabian Sea and the mainland Dubai and Atlantis, Sanya Hainan in china; and under development, Atlantis, The Royal Resort & Residences in Dubai. Under the One&Only brand, Kerzner manages some of the world’s highest-rated luxury resorts, located in Montenegro, Mexico, Mauritiusthe Maldives, South Africa, Dubai, Rwanda, malaysiai Australia. The upcoming immersive lifestyle brand, SIRO, focuses on holistic health and wellness. Kerzner Rare Finds’ new hospitality experience will launch in 2023 with the reopening of Bab Al Shams in Dubai. To learn more about our brands, visit:,,, To learn more about Kerzner International, visit

SOURCE Kerzner International Holdings Limited

Source link