Hyatt and Kiraku Introduce New Luxury Ryokan Brand 'ATONA'

Hyatt Hotels Corporation (NYSE: H) and Kiraku, Inc. have announced the launch of ATONA, a modern hot spring ryokan brand set to open properties in Yufu, Yakushima, and Hakone in 2026. The ATONA brand, a joint venture formed in 2022, aims to provide luxury experiences rooted in Japanese culture and hospitality.

Luxury Ryokan Experience

 

ATONA will offer a blend of traditional Japanese ryokan experiences with contemporary luxury, designed to attract sophisticated global travelers. The brand's name, derived from old Japanese words meaning "me and you," emphasizes the joy of spending time with loved ones in serene, culturally rich environments.

Prime Locations in Japan

The first ATONA ryokans will be located in some of Japan’s most renowned hot spring destinations: Yufu, Yakushima, and Hakone. These areas are celebrated for their natural beauty and healing hot springs, making them ideal for ATONA’s luxury offerings.

Securing the Atona Impact Fund

Hyatt and Kiraku have successfully secured an initial funding of 10 billion yen (approximately 64 million USD) for the Atona Impact Fund. This real estate fund will support the development of ATONA ryokans, with the final target set at 20 billion yen (approximately 128 million USD). Investors include affiliates of Hyatt and Kiraku, and Takenaka Corporation, a leading Japanese construction firm.

Collaboration and Expertise

The partnership with Takenaka Corporation extends beyond funding, as they will contribute to the restoration and development of heritage sites, enhancing the ATONA brand’s connection to Japanese culture. This collaboration builds on previous successful projects, such as the restoration of a heritage sake brewery in Nagano.

Leadership and Vision

Kou Sundberg, founder and CEO of Kiraku, emphasized the strategic importance of this venture: “Hyatt’s global expertise combined with Kiraku’s local knowledge will deliver high operational efficiency and exceptional guest experiences.”

Sam Sakamura, Hyatt’s vice president for Japan and Micronesia, added: “We are excited to work with Kiraku and our trusted partners to introduce Japan’s hot springs and new destinations to both international and domestic travelers.”

About ATONA

Brand Philosophy

ATONA ryokans will feature 30 to 50 guestrooms, each offering a unique blend of modern design and traditional Japanese aesthetics. The properties will also include restaurants with open kitchens and bars showcasing seasonal ingredients, providing guests with immersive culinary experiences.

Design and Architecture

Renowned designer Kenya Hara will serve as the brand director, bringing his extensive knowledge of Japanese traditions to the project. Architects Shinya Kojima and Ayaka Kojima of kooo architects will oversee the design, ensuring spaces that foster community and preserve local craftsmanship.