TRENDING
NEW BRANDS RISE
IN THE FACE OF COVID
KERZNER , CHOICE COMFORT PROTOTYPE AND KAYAK JUMP INTO THE FRAY IN RESPONSE TO EMERGING CONSUMER TRENDS .
By JEFF WEINSTEIN , EDITOR IN CHIEF
Even in the depths of a pandemic , there is no stopping creativity and brand development in the hotel world . New brands are simply a way of life in this space , come rain or shine .
Over the last few months , multiple new brands were launched , ranging from Kerzner International ’ s Siro wellness brand and Choice Hotels ’ Comfort Rise & Shine concept to news that travel search engine Kayak is jumping into the fray through a partnership with the hip and efficient Life House brand .
At the same time , others like Starwood Capital ’ s Treehouse brand created a noteworthy extension and Louvre Hotels Group , a subsidiary of Chinese giant Jin Jiang International Holdings Co ., is developing an aparthotel concept called Tulip Residence . They all seem to have one thing in common : cashing in on evolving trends further propelled by the pandemic .
Here is a roundup of some of these new products , including exclusive commentary from the brand developers :
KERZNER ’ S WELLBEING SIRO BRAND
Kerzner International has launched a fitness and wellbeing brand called Siro , representing the pillars of Strength , Inclusive , Reflection and Original . Siro Boka Place , with 96 guest rooms and suites along with 145 residences , will launch in Porto Montenegro in late 2023 .
Siro is being marketed as “ an immersive lifestyle destination , blending the boundaries between hospitality , fitness , and wellness through a fresh perspective and energizing experiences . Siro will create a collective global community of like-minded individuals who live a high-performance lifestyle passionate about driving achievement and living their fullest potential .”
Kerzner International CEO Philippe Zuber told HOTELS , “ We ’ ve observed that wellbeing is increasingly becoming a key driver in decision making for travel , as well as becoming an integral part of today ’ s lifestyle and consumer needs . There is no doubt that the pandemic has had an extraordinary impact on our industry , and the events of 2020 have , for many of us , highlighted the importance of health and balance in life … This market will continue to grow in the coming years as travelers increasingly hold their health in greater value and we saw an opportunity to surpass the current offerings with a new hospitality experience targeting holistic wellbeing .”
Zuber added that Kerzner ’ s long-term strategy is to grow the brand with hotels in key global cities , as well as destinations where it can develop an exceptional outdoor
8 hotelsmag . com May / June 2021