SIRO Hotels is eyeing high-performance travel.
What’s happening: Hospitality operator Kerzner International brought its fitness and recovery concept to Porto Montenegro, marking its European debut.
Joining its Dubai flagship, SIRO Boka Place blends training, recovery, and Mediterranean-inspired nutrition.
Destination fitness. While each room is optimized for holistic wellness, SIRO encourages guests to venture beyond.
Taking advantage of the property’s coastal presence and mountainous backdrop, it turns nature into a training ground through curated outdoor experiences — from guided nature walks and canyoning to wakesurfing.
R&R. Making performance a priority, the hotel features a Technogym-outfitted gym, climate-controlled pool, and full schedule of studio classes.
A first for the brand, Boka Place’s Recovery Lab offers a comprehensive suite of treatments like cryo, red light, IV, vibroacoustic, and compression therapies, plus myofascial cupping, dry needling, and assisted stretching.
The facility also features mindfulness spaces, including a Zen Room with a Himalayan salt wall and recovery pods to disconnect and reflect.
Master key. Wellness hospitality continues to gain ground, with rival properties like Equinox Hotels, SHA Wellness, and Surrenne scaling up.
Staking its claim, SIRO is plotting developments in Mexico (2027), Saudi Arabia (2028), and Japan (2029), with more to be announced this year.
Punchline: Wellness hospitality is shifting from escape to enhancement. SIRO and others are targeting fitness-minded travelers who want to level up on vacation, not check out.
