Hyatt Hotels and Kiraku, Inc. have announced the upcoming launch of ATONA, a modern hot spring ryokan (Japanese-style inn) brand, with new properties set to open in Yufu, Yakushima, and Hakone.
This brand, introduced in 2022 through a joint venture between a Hyatt affiliate and Kiraku—a Japanese company focused on preserving valuable assets for future generations—aims to combine traditional Japanese hospitality with contemporary luxury. The first ATONA inns are scheduled to debut in 2026, located in some of Japan’s most renowned hot spring destinations.
ATONA ryokans will embrace a “small luxury” concept, emphasizing hot springs and unique locales, with a strong focus on well-being and locally inspired culinary experiences.
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Each property will typically feature 30 to 50 guestrooms and will include restaurants with open kitchens and bars that highlight seasonal ingredients, offering guests an intimate and personalized experience.
The formation of Atona Co., Ltd., in 2022 was a strategic joint venture between Kiraku and a Hyatt affiliate aimed at developing a new luxury onsen ryokan business targeting global travelers. This venture leverages Kiraku’s expertise in regional business development and private equity investments, combined with Hyatt’s renowned hospitality.
To support the development of ATONA properties, the companies also launched the Atona Impact Fund, a real estate fund dedicated to investing in ATONA ryokan projects. The fund secured an initial investment of 10 billion yen (approximately $64 million) from affiliates of Hyatt and Kiraku, as well as Takenaka Corporation, a prominent Japanese construction firm.
The fund aims to raise a total of 20 billion yen (approximately $128 million) to invest in the development and renovation of ATONA-branded ryokans, focusing on unique and high-quality assets to enhance the long-term value of Japan’s regional areas.
The ATONA brand will be a significant addition to Hyatt’s global portfolio, marking the first brand within the Hyatt collection to originate from Japan. This initiative not only seeks to preserve and elevate the cultural and natural heritage of Japan’s hot spring regions but also aims to attract global travelers seeking unique and luxurious experiences.
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