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A new fitness-focused hotel chain will have nutritionists, gyms, classes, outdoor activities, and a 'recovery lab' - see what it'll look like

Business Insider logo Business Insider 3/11/2021 bchang@businessinsider.com (Brittany Chang)
a bedroom with a large bed in a hotel room: A guest room at Siro. Siro © Siro A guest room at Siro. Siro

The wellness tourism industry has been growing steadily over the last several years, and a new player, Siro, has announced it will be entering the space in 2023 as a new fitness-oriented hotel.

Health-focused hotels aren't a new concept, but they're certainly becoming more popular. The wellness tourism industry is projected to grow 7.5% every year through 2022, according to 2018 data from Global Wellness Institute. To compare, from 2015 to 2017, "wellness tourism" grew two times quicker than general tourism.

Now, Kerzner International - which owns hotel chains like One&Only and Atlantis Resort and Residences - is looking to partake in this rapidly growing space with Siro, a "fitness and wellbeing" hotel brand.

"We recognize that holistic health is more important than ever, and the primary focus of Siro will be exceptional fitness and wellness to support a modern and balanced global lifestyle," Philippe Zuber, CEO of Kerzner International, said in a press release. "We look forward to Siro becoming part of key cities around the world."

a room filled with furniture and a large window: The gym at Siro. Siro © Siro The gym at Siro. Siro

As a result, the brand is eyeing Equinox - which currently has a hotel in New York City with plans to expand across the US - as a competitor, according to a Bloomberg interview with Zuber.

To do so, Siro (an acronym for "strength, inclusive, reflection, and original") will offer a wide variety of fitness-oriented amenities. This includes streamed or in-person fitness classes and outdoor activities that will cater to the hotel brand's locations, from climbing to kite surfing to parkouring.


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If that's not enough, each hotel will feature a fitness club with a pool, gym, and meditation and yoga space. And after a hard workout, guests can go to the hotel's "recovery lab," a spa that will offer services like massages and meditation classes.

However, health isn't just about exercise: along the way, nutritionists and chefs will help guests eat clean and local while providing nutrition-oriented lessons.

a boat sitting on top of a mountain: The rooftop pool at Siro. Siro © Siro The rooftop pool at Siro. Siro

The first Siro Hotel - set to open in Boka Place, Porto Montenegro in 2023 - will cater to its Mediterranean location by offering sailing and cycling options at a variety of difficulty levels. The location will also have a temperature-controlled pool to encourage guests to workout even through winter.

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But if you prefer working out indoors, don't fret. The Boka Place hotel will have a 10,000-square-foot gym and a 4,000-square-foot recovery lab, Bloomberg reported. There will also be an on-site spa that will provide visitors with cryotherapy and infrared saunas.

a bedroom with a large bed in a hotel room: A guest room at Siro. Siro © Siro A guest room at Siro. Siro

This fitness theme doesn't just stop at Siro's gyms and spas. According to visuals of the hotel, guest rooms will come with fitness equipment, allowing visitors to workout without having to trek too far from their beds.

Despite this available equipment, the guest rooms weren't designed to serve solely as mini private gyms. According to Siro, the rooms are meant to evoke feelings of peace through soundproofing, steam showers, and smart tech.

To help develop everything, the brand is now building "Team Siro," a collective of global athletes that will advise the brand on "fitness and wellness elements." One of these athletes already includes Adam Peaty, a British swimmer with Olympic gold medals under his belt.

Prices will depend on each of the hotel's locations, but a guest room will start under $400 a night, a spokesperson told Insider.

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