Hyatt has announced plans for new Luxury Hot Spring Ryokan Brand ATONA in Japan.
Hyatt’s ATONA brand in Japan
Hyatt has announced that ATONA, the modern hot spring ryokan (Japanese-style inn) brand, will open properties in Yufu, Yakushima, and Hakone. The ATONA brand was announced in 2022 under a joint venture between a Hyatt affiliate and Kiraku, a Japanese company dedicated to preserving valuable assets for future generations. The first ATONA ryokans are slated to open in 2026 across some of Japan’s top hot spring destinations and areas of natural beauty.
Through the ATONA brand, we look forward to introducing Japan’s hot springs and new destinations to our World of Hyatt members, and international and domestic travelers alike. With Kiraku’s expertise in deal sourcing, asset management and business development, the ATONA brand is poised to meet the rising demand for high-end ryokans. At Hyatt, we believe business is personal. We are excited to work with Kiraku and are grateful for the trust from Takenaka Corporation, with whom we have nurtured a long-standing relationship through various global projects, as we introduce fresh hospitality experiences to Japan.
Sam Sakamura, Vice president – Japan and
Micronesia, Hyatt.
Hyatt and Kiraku also announced the first close of Atona Impact Fund, a real estate fund that will actively invest in ATONA ryokan development projects, securing an initial funding of 10 billion yen (approximately 64 million US dollars). First round investors include affiliates of Hyatt and Kiraku, as well as Takenaka Corporation, a leading Japanese construction firm. The fund is aiming for a final target of 20 billion yen (approximately 128 million US dollars).
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What is ATONA?
Hyatt’s says that its new brand ATONA is an expression of deep connection – a combination of two old Japanese words (吾汝) that means “me and you.” It embodies the joy of spending time with loved ones, away from the bustle of everyday life, providing guests with bespoke experiences that connect them to the land through meaningful encounters with the local culture, nature and activities.
Each ATONA ryokan will embrace a “small luxury” concept focused on hot springs and unique destinations, with wellbeing and culinary experiences unique to their locales. Featuring modern design grounded in Japan’s rich cultural heritage and history, ATONA properties will typically have 30 to 50 guestrooms, and will feature restaurants with open kitchens and bars showcasing seasonal ingredients.
The ATONA brand will be a core addition to Hyatt’s global portfolio and the first brand in the Hyattportfolio to originate from Japan. Honoring the traditions of ryokan culture, “ATONA ryokans will be poised to offer worldly travelers an authentic experience with contemporary comforts as they discover the quintessential charms of Japan”.
Featured image by Hyatt
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