Published on
October 5, 2025

A new chapter in wellness-oriented travel is set to unfold as Kerzner International, the globally acclaimed hospitality group behind Atlantis Dubai and One&Only Hotels, prepares to introduce its Dubai-born Siro brand to the United States. Scheduled to open in 2030, the Siro Brickell Miami will mark the brand’s debut on American soil, further expanding Kerzner’s innovative approach to modern hospitality. Designed as a fitness-focused destination, the property will anchor itself in the heart of Miami’s Brickell district, a location celebrated for its dynamic urban culture, stunning Biscayne Bay views, and thriving culinary and art scenes.

Emerging from the success of Siro One Za’abeel in Dubai and Siro Boka Place in Montenegro, the Siro concept has rapidly gained global attention for integrating wellness, performance, and mindful living into every aspect of the guest experience. The upcoming Siro Brickell Miami aims to bring this transformative concept to the U.S. tourism landscape, establishing a sanctuary where visitors can balance energy, recovery, and relaxation in a city synonymous with vitality and coastal allure.

Kerzner’s Global Wellness Vision Expands Westward

Kerzner International has continued to redefine the global hospitality landscape through its innovative ventures, and the Siro brand represents one of its most forward-thinking creations. Conceived in Dubai, the brand was designed to cater to the evolving expectations of contemporary travellers seeking experiences that align with health, fitness, and holistic living.

Since its inception with Siro One Za’abeel, the concept has transcended traditional hotel offerings by combining athletic performance and relaxation with luxurious design and immersive experiences. The second property, Siro Boka Place in Montenegro, strengthened the brand’s identity as a hub for wellbeing enthusiasts by integrating wellness programs, active travel concepts, and personalized fitness solutions.

The decision to establish Siro Brickell Miami reflects Kerzner’s confidence in the global appetite for wellness-driven travel. With Miami serving as one of the most dynamic urban destinations in the United States, it provides an ideal setting for Siro’s expansion, bridging international sophistication with American vitality.

A Prime Destination in the Heart of Miami’s Brickell District

Positioned within the vibrant Brickell neighborhood, the Siro Brickell Miami property will seamlessly integrate into the city’s cosmopolitan rhythm. Guests will find themselves surrounded by a thriving environment filled with restaurants, rooftop lounges, art galleries, and luxury boutiques. Its proximity to Biscayne Bay and the Miami International Airport ensures convenient access for both international visitors and local residents seeking an elevated wellness experience.

The project’s design philosophy emphasizes balance and transformation. The 180 elegantly appointed rooms and suites will be complemented by 350 Siro Homes, extending the brand’s lifestyle concept to long-term residents. Each space will be tailored to promote wellness through thoughtful design, natural materials, and serene aesthetics.

By introducing Siro Brickell Miami, Kerzner aims to set new benchmarks for fitness tourism and urban wellness retreats in the United States, positioning the property as a destination that encourages physical vitality and mental rejuvenation in equal measure.

The Siro Experience: Fitness, Recovery, and Mindful Living

At the core of every Siro property lies a commitment to holistic wellness. The upcoming Siro Brickell Miami will feature a state-of-the-art Fitness Lab, equipped with advanced technology and specialist studios dedicated to strength, endurance, and mobility training. Professional coaches and performance experts will curate personalized programs tailored to the specific needs of each guest.

Complementing the active experience, a dedicated Recovery Lab will provide rejuvenation treatments including cryotherapy, IV therapies, and modern recovery techniques designed to optimize rest and repair. These facilities are intended to offer a seamless blend of scientific innovation and restorative calm, creating an environment where performance meets relaxation.

In addition to physical wellness, the hotel will prioritize mindfulness, sleep quality, and nutrition, offering curated meal plans, guided meditation sessions, and advanced sleep-enhancing technologies. Through these initiatives, Siro Brickell Miami will become a model for the next generation of wellbeing-focused hospitality in the U.S. tourism industry.

Kerzner’s Strategic Expansion Across Global Destinations

The introduction of Siro to the United States forms part of a wider international expansion plan by Kerzner International. The company’s portfolio is expanding across multiple continents, bringing together its signature brands—Atlantis, One&Only, and Siro—under a unified vision of excellence and innovation.

Following the success of its first properties in Dubai and Montenegro, the Siro brand has confirmed future openings in Los Cabos (2027), Riyadh, Saudi Arabia (2028), and Tokyo (2029). Each destination has been strategically selected for its global appeal, vibrant culture, and connection to active lifestyles.

The Siro Brickell Miami will precede other major Kerzner projects in the U.S., including the One&Only Moonlight Basin Resort in Montana, scheduled to open in November 2025, and a new One&Only project in New York. Together, these ventures demonstrate Kerzner’s growing influence in the North American hospitality market, further reinforcing its reputation for crafting distinctive, purpose-driven experiences.

A Global Brand Built Around Purpose and Performance

Kerzner International’s leadership has consistently emphasized the importance of aligning hospitality with the needs of a new generation of travellers. The Siro brand was conceptualized to meet this shift, where guests prioritize purpose, performance, and wellbeing over conventional luxury. This philosophy reflects a broader transformation in global tourism, where wellness and sustainability have emerged as defining values.

The brand’s evolution also signals a move toward community engagement. Beyond being a hotel, Siro is envisioned as a lifestyle hub that connects local residents and international guests through shared experiences centered on fitness, learning, and connection. This approach positions Siro Brickell Miami as more than just an accommodation option—it will function as a wellness community integrated into the cultural and social fabric of Miami.

Looking Ahead: The Future of Wellness Hospitality

As the global travel industry continues to evolve, wellness-focused destinations are expected to shape the next era of hospitality. The launch of Siro Brickell Miami in 2030 will symbolize the convergence of innovation, health, and design within one of the world’s most dynamic cities.

By fusing Dubai’s visionary spirit with Miami’s coastal energy, Kerzner International is setting the stage for a transformative experience that redefines what modern travellers seek from luxury hotels. Through its unwavering commitment to performance, recovery, mindfulness, and community, Siro is poised to become a leading name in the future of wellbeing tourism across the United States and beyond.