Kerzner brand Siro ‘confident’ ahead of second property opening

The director of sales at Kerzner International brand Siro’s second property has expressed optimism about the hotel’s upcoming launch.

Alison Clark said she is “quite confident” about the opening of Siro Boka Place on April 20, which will be the first standalone property in the brand’s portfolio.

Speaking to Aspire, she said: “We were initially meant to open in May, but we’ve brought it forward. Nobody does that – normally you postpone. I’m hoping that in a couple of weeks we’ll even be able to move it a couple of days earlier. We’re quite confident.”

Bookings for the property opened at the start of January and have so far been “good”, but Clark is optimistic these will improve in the coming weeks when the reservations team are able to take bookings over the phone.

“We’ve got some nice bookings, but we’re not physically there at the moment so everything is done via our website or our partners,” she said. “In March, we will physically be in the hotel and the reservations team will be able to pick up the phone and have conversations with the agents. This is invaluable when you have a new property, as obviously there are so many questions.

“I think that March onwards is going to be really where we will see an increase in the reservations.”

When looking ahead to the rest of the year, Clark said the hotel is hoping to attract two different types of travellers: those who want to add a few wellness touches to their holiday and others who are very fitness focused.

“I anticipate that during the summertime, especially from the UK market, we will have more leisure travellers, because the location within Montenegro is actually perfect. Then we will also have the type of traveller that’s looking for the full Siro experience, such as sports teams, fitness addicts and yogis who perhaps tend to avoid the peak season as they prefer to travel when it’s not as warm and crowded.

“The brand is actually very flexible. So that means if, in three days, you’ll go to the gym once and then enjoy the surroundings, that’s fine by us. At the same time, you can go full on and experience all the classes.”

To aid the property’s success, the team plans to invite “as many agents as we can” to visit and experience the brand. Clark also said they’ve “cast the net wide” when engaging with trade partners, with the hope of seeing who Siro works best for towards the end of 2025. “After the first season, we will redefine our partnerships and work on more curated collaborations with specific trade partners,” she said.

Siro Boka Place will join the brand’s first property, Siro One Za’abeel, housed in Dubai’s One Za’abeel development, as well as hotels in Mexico, Saudi Arabia and Japan, set to open in 2027, 2028 and 2029 respectively.