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ATONA: New Luxury Hot Spring Ryokan Brand Debuts in Japan

Japan

Hyatt and Kiraku announce ATONA, a new ryokan brand with modern hot springs, targeting luxury travelers in Japan. First ryokan openings planned for 2026.

TOKYO – Hyatt Hotels Corporation and Kiraku, Inc. announced that ATONA, the modern hot spring ryokan (Japanese-style inn) brand, will open properties in 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 also announced the first close 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 64 million US dollars). First round investors include affiliates of Hyatt and Kiraku, as well as Takenaka Corporation, a leading Japanese construction firm. The fund is aiming for a final target of 20 billion yen (approximately 128 million US dollars).

“Hyatt is a leading global hospitality company that is synonymous with elevated contemporary luxury. Aside from reaching valuable guests through World of Hyatt, the industry’s fastest growing loyalty program, this collaboration enables us to leverage Hyatt’s global expertise to deliver high operational efficiency and exceptional guest experience and focus on long-term capital appreciation and substantial investor returns,” said Kou Sundberg, founder and chief executive officer of Kiraku. “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.”

“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. “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.”

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