Luxury Ryokans coming to Hyatt

It looks like we’re about to get a new brand that’s exclusive to Japan! Hyatt Hotels and Kiraku announced jointly they will be starting a new brand called ATONA and will include locations like Yufu, Yakushima and Hakone.

For reference, Kiraku is a Japanese company dedicated to preserving valuable assets (like Ryokans) for future generations. ATONA aims to bring that experience around the onsen (hot spring), a treasured part of Japanese culture. Guests will soon be able to book ryokans under the ATONA brand, which are slated to open in 2026 across some of Japan’s top hot spring destinations.

Back in 2022, Hyatt announced a strategy that would allow them to launch a new hotel brand in Japan. Now that it’s been revealed, we can explore and expect what the first properties will be like. As an avid fan of ryokans in general, this makes Hyatt points so much more valuable.

What is ATONA?

Per Hyatt’s new release, the 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.

To curate to each its own specialties, 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 guest rooms, and will feature restaurants with open kitchens and bars showcasing seasonal ingredients.

Kenya Hara, one of Japan’s leading designers, serves as brand director of ATONA and brings extensive knowledge of Japanese traditions and aesthetics. Joining him are architects Shinya Kojima and Ayaka Kojima of kooo architects – a Tokyo and Shanghai-based practice dedicated to crafting spaces that foster community, rejuvenate human connections and preserve local craftsmanship.

While it’s a bit far away from the firs thotel showing up, it is noted that the first properties will be at Hakone, Yakushime and Yufu. We had a pleasure of staying at the Hyatt Regency Hakone, and with these upcoming additions, it will be a more popular destination for tourists looking to embrace the hot spring culture of Japan.

A Valuable Addition to Hyatt

Hyatt has been going on the offense with mergers and new deals that curate towards the luxury and experienced travelers, and the ATONA is a fantastic addition to the portfolio. While it’s still a concept that’s under progress, I think we’re about to see new and exciting changes happening to the hotel industry. Some of my thoughts at the moment are:

The biggest question is how much and how they will fit into the World of Hyatt programs. Currently, Japan hosts a series of fantastic hotels in Japan that are all Category 6 and above, which is somewhat out of reach for many folks. However, once in a while - there are certain hotels (Hyatt Place Kyoto as an example) that are stellar in redemptions. I wonder how this will play out for the rollout?
Ryokan is a totally different experience than your typical luxury hotel. From the ecosystem to the way food is prepped and prepared, it’s a cultural experience that one can only get in Japan. I suspect there might be some slight alterations to fit a more global need. The question though is how much?
This play directly lines up Marriott properties and boutique hotels in their crosshairs. With the addition of luxury hotels collection, Marriott has an abundance of luxury properties (like the Mitsui Kyoto) within Japan. With this new hotel brand coming into Hyatt, will more Marriott members jump ship and head over to Hyatt, given its consistent status benefits and tiers?