Fitness Hotel SIRO Readies Dubai Debut


Fitness and recovery hospitality concept SIRO is preparing for a Feb ’24 launch.

What to know: The luxe hotel brand from Kerzner International will open its inaugural outpost in Dubai’s One Za’abeel development. Designed to optimise performance, the property will house a two-floor fitness club outfitted with a gym and group fitness studios.

Helping guests recharge, a dedicated Recovery Lab offers cryotherapy, IV drips and oxygen therapy while in-room amenities include stretching bars and circadian rhythm-linked alarm clocks. Adding to its holistic philosophy, guests can access a meditation garden and local outdoor sports.

Well-travelled. With wellness tourism set to surpass $1T in 2024, health-minded travellers are taking more trips and increasing spend. As the category continues to overlap with medical tourism, guest expectations are also broadening.

In search of transformational experiences, tuned-in travellers are catalysing a more integrated approach where fitness, preventative health and well-being converge.

It’s a lifestyle. Seeking new opportunities, high-end hospitality brands are taking wellness beyond the spa.

  • Targeting 50 properties in the next four years, wellness hotel Six Senses blends high-tech longevity treatments with regional healing techniques.
  • Planning a global rollout, Jayasom, sister brand to Thai resort Chiva-Som, will deliver multigenerational wellness underpinned by evidence-based practice, holistic remedies and local wisdom.
  • Opening in Saudi Arabia’s Amaala, Equinox’s second high-performance hotel will include cryotherapy chambers, a magnesium salt rooftop pool and its signature fitness offering.
  • Clinique La Prairie’s wellness resorts coming to Amaala and Shanghai deliver advanced diagnostics and preventative medicine alongside hyperbaric suites and IV infusions.

Beyond hotel and resort stays, forthcoming urban hospitality concepts Six Senses Place, Rosewood’s Asaya and Janu by Aman will cater to city-dwellers in search of holistic wellness.

Takeaway: Built for health, hospitality concepts specialising in everything from longevity and performance optimisation to mental wellness and resilience are shaping a new era of wellness travel. With a new standard set, the next battle is establishing scale and status within the space.

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