Hyatt Hotels Corporation and Kiraku will launch their joint luxury hot spring ryokan (traditional Japanese inn) brand “ATONA” after 2026.
The openings are planned in Yufu, Yakushima, and Hakone. In 2022, Hyatt and Kiraku established Atona as a joint venture. They aim to attract well-traveled global travelers by operating small-scale ryokans with 30-50 rooms, offering wellness experiences through hot springs and cultural activities that highlight local attractions.
The brand director is one of Japan’s leading designers, Kenya Hara, and the initial architectural design for several properties will be handled by kooo architects.
The specialized real estate fund for the “ATONA” brand, the “Atona Impact Fund,” has reached a first close of 10 billion yen. The fund includes related companies of Hyatt and Kiraku, as well as Takenaka Corporation. The final goal is to reach a scale of 20 billion yen.
