Montenegro is becoming the new epicenter of global wellness tourism. Kerzner International, one of the leaders in the global hotel industry, has just opened a new hotel in Tivat. SIRO Book Place – the first hotel of this brand in Europe. The concept that combines comfort, technology, a healthy lifestyle and a holistic approach sets new standards in tourism. We spoke exclusively with Mateus Jeurij, president of the SIRO brand, about the vision, the significance of this investment and why Montenegro is the ideal home for this pioneering project.
"SIRO is not just a different experience - it is a transformation," he emphasizes. Matthew Jeuriju, president of the SIRO brand. "Our concept is based on five biohacking pillars: sleep, fitness, recovery, nutrition and mindfulness. Guests don't come here just to relax - they come to become a better version of themselves."
SIRO hotels combine the latest scientific and wellness knowledge with perfect design and a sustainable approach. In Tivat, in the famous Porto Montenegro complex, their first 5-star hotel in Europe is opening – SIRO Book Place – which is already attracting attention and praise around the world.
“Montenegro is, without a doubt, one of the most beautiful countries in which we operate,” says Jeuriju. “We Kerzner International We believe in unlocking destinations. Our history shows that we have introduced 5-star hotels to places that many had never thought of before. The moment you land in Tivat and see the scenery – you know you are in the right place.”
He points out that Montenegro has everything needed for sustainable wellness tourism: an active lifestyle of the local population, untouched nature, and great openness to innovation.
What does SIRO bring to Montenegro?
SIRO Book Place It covers over 1600 m² of modernly equipped training and recovery space – High-Tech Fitness Lab, the largest of its kind on the Adriatic. In addition, there is also Recovery Lab with cryotherapy, sound therapy, recovery rooms, personalized massages and saunas. Everything is designed to provide maximum regeneration of mind and body.
In addition to technology, SIRO promotes local sustainability – using only organic, locally grown food, such as local milk from nearby farms. The hotel thus becomes a partner in the community.
SIRO is not a hotel reserved for professional athletes – it is an inspiration for everyone. However, partnerships with elite clubs like AC Milan, and ambassadors like British boxer Ramla Ali, help the brand promote a culture of high performance.
"Our guests don't come here to become elite athletes - they come to be inspired by their lifestyle and adopt healthy habits," he explains. Yuri"We expect to host not only AC Milan athletes in the future, but also Montenegrin Olympians, with the support of the local Olympic Committee."
SIRO Boka Place in Tivat is just the beginning. "We have already announced projects in Tokyo, Riyadh and Mexico, and Europe is high on our priority list," he reveals. Matthew Jeuriju"Our vision is for SIRO to be present in every dynamic, urban center – from Asia to America, and of course, throughout Europe."
SIRO Boka Place is not just a hotel – it is a movement. It is a response to the modern needs of travelers who are looking for more than the comfort of a five-star hotel – they are looking for meaning, balance and health. Montenegro, as a country rich in nature and potential, has gained a pioneer of the global wellness revolution.
Who is Mateus Jeuriu?
Matthew Jeuriju is an experienced hotelier with over 30 years of experience in the international five-star hotel industry. He is the President of the SIRO brand, which operates under Kerzner International. A Greek by nationality, educated in Germany, multilingual and passionate about restoring stone houses in rural Greece, he has visited over 50 countries and is a deep believer in combining global expertise with local authenticity.
About Kerzner International
Founded in 1993, Kerzner International stands behind famous brands Atlantis, One & Only, SIRUS i Rare FindsTheir hotels regularly win the world's most prestigious awards, including recognition from Michelin driverBy opening the SIRO hotel in Montenegro, the company confirms its strategic direction towards innovation.
