Hyatt and Kiraku have announced plans for ATONA, a new hot spring ryokan (Japanese-style inn) brand to roll out in various locations across Japan, including 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.
Hyatt and Kiraku have also announced the closing 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 US$64 million).
“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,” said Sam Sakamura, Hyatt’s vice president, Japan and Micronesia.
“We are delighted to have identified prime locations for the first ATONA ryokans and successfully secured funding for the Atona Impact Fund. Having already partnered with Takenaka Corporation to restore a heritage sake brewery in Nagano, we are excited to expand our collaboration with more regional revitalization projects,” said Kou Sundberg, founder and chief executive officer of Kiraku.
“ATONA” is an expression of deep connection – a combination of two old Japanese words (吾汝) that means “me and you.”
Each ATONA ryokan will be designed to embrace a “small luxury” concept focused on hot springs and unique destinations, with wellbeing and culinary experiences unique to their locales.
ATONA properties will typically have 30 to 50 guestrooms, and will feature restaurants with open kitchens and bars showcasing seasonal ingredients.
Kenya Hara, a renowned Japanese designer, serves as brand director of ATONA and brings extensive knowledge of local traditions and aesthetics. Joining him are architects Shinya Kojima and Ayaka Kojima of kooo architects – a Tokyo and Shanghai-based practice dedicated to preserving local craftmanship.
