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Hyatt and Kiraku (“a Japanese company dedicated to preserving valuable assets for future generations”) have entered into a joint partnership to launch a new, luxury brand called ATONA. These properties will be found only in Japan and centered around some of the country’s hot springs. These modern ryokans (Japanese-style inns) will begin opening in 2026.
ATONA is a combination of two old Japanese words (吾汝) that means “me and you.” The brand looks to highlight spending time with loved ones and providing guests with bespoke experiences that connect them with the local culture, nature, and related activities. Each ATONA will focus on the hot springs with wellbeing and culinary experiences unique to their locales. These hotels will typically have 30 to 50 guest rooms along with open-kitchen restaurants and bars that showcase seasonal ingredients.
Sam Sakamura, Hyatt’s Vice President of Japan and Micronesia, said:
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. At Hyatt, we believe business is personal. We are excited to work with Kiraku and are grateful for the trust from Takenaka Corporation, with whom we have nurtured a long-standing relationship through various global projects, as we introduce fresh hospitality experiences to Japan.”
Hyatt has become my first choice for hotel stays and the portfolio just keeps getting more interesting. Sure, we lost most Small Luxury Hotels of the World (SLH) to Hilton (more here) and MGM Resorts shifted its partnership to Marriott (more here), but some of the properties that Hyatt is building along with the acquisition of Mr & Mrs Smith has me a bit excited (I know people are complaining about the poor points redemption opportunities at these properties, but I’m happy to have some new earn locales). This brand looks like something I would enjoy and it’s another differentiator for Hyatt as it continues to focus on luxury.
Anthony’s Take: These properties won’t open until 2026 and I can’t wait to see more. The first locations will be located in Hakone, Yakushima, and Yufu.
(Image Credits: Hyatt.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
