Breaking news: Kerzner International’s new hotel brand Siro to launch in Dubai

Kerzner International, independent developer and operator of hospitality and residential properties, today announced plans to open a first-of-its-kind, immersive lifestyle and fitness brand, SIRO, at One Za’abeel in Dubai in Q4 2023. Here’s what we know…


The new holistic wellbeing brand SIRO, will be a key feature of One Za’abeel, a mixed-use development, spread over a 530,000 square-metre plot strategically positioned at the entrance to Dubai’s international financial districts. 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 retail podium The Gallery, and a panoramic sky concourse – the world’s longest cantilevered building, The Link, which connects the two towers. Suspended 100 metres above ground, this 226-metre-long structure will be a lifestyle destination in the sky for high-end dining, hospitality, retail, and entertainment. Ithra Dubai is the principal developer, a fully owned subsidiary of Investment Corporation of Dubai (ICD).

SIRO_OneZaabeel_Exterior view

Image credit: Kerzner International

A fitness and recovery destination, SIRO One Za’abeel will offer holistic fitness and wellbeing programs, in a beautifully designed hotel environment with stunning views of Dubai’s skyline. SIRO will be situated in one of two towers at One Za’abeel and a state-of-the-art fitness club will form the hotel’s core across two floors, boasting a 1,000-square-metre gym with dedicated spaces for yoga, meditation, and group classes. A Recovery Lab will feature cutting-edge technologies; cryo, infrared, and oxygen therapies; physiotherapy, acupuncture, and stretching; and dedicated mindfulness coaches and nutrition experts. All the restaurants will serve organic and seasonal meals crafted by chefs working with local producers.

SIRO Boka Place Gym cropped

Image caption: Render of the gym and fitness centre that will be sheltered inside SIRO Boka Place, designed by Atellior. | Image credit: SIRO

“SIRO represents Kerzner’s continued ambition to break boundaries in the hospitality industry, and it will transform the fitness and recovery hospitality experience.,” said Philippe Zuber, Chief Executive Officer of Kerzner International. “Going far beyond the expected by combining our renowned excellence in developing truly exceptional hotels and experiences, with the invaluable insight and expertise from a world-class selection of international athletes, the result will be a curated, bold guest experience with powerful opportunities to excel. Our aim is to expand the SIRO community globally and we look forward to partnering with developers and investors in key global destinations.”

“SIRO is a bold, innovative new Kerzner brand,” added Issam Galadari, CEO of Ithra. “It will serve a global community focused on health and wellbeing with a destination offering yet to be seen in Dubai and in the hospitality sector. We are proud to be a developer and partner in this unique project and look forward to building this iconic development in Dubai’s One Za’abeel.”

SIRO Boka Place Rooftop

Image caption: Render of the rooftop that will open in SIRO Boka Place, designed by Atellior. | Image credit: SIRO

Each SIRO hotel and every guest experience is conceptualised and customised to the city in which it is built. As such, a holistic fitness and wellbeing programme is designed for each guest, including an optional 3D body scan to provide personalised data to develop a tailored programme for every individual. International sports teams (A.C. Milan) and Olympic athletes (Ramla Ali and Adam Peaty) serve as experts with SIRO in-house teams to shape the guest experience – a first for the hospitality industry. SIRO invites guest to ‘Live the Journey’ and unlock peak mental and physical performance in a supportive, aspirational environment.

The first SIRO was announced for Porto Montenegro, SIRO Boka Place, and is due to be open in early 2024.

Main image credit: Kerzner International