Hyatt unveils a new hospitality brand in joint venture with Kiraku

2 min reading time

Published on 23/09/22 - Updated on 23/09/22

ATONA brand

The new brand, ATONA, created by Hyatt and Kiraku, will feature the distinctive culture, history, and environment of each of its destinations in Japan through a modernized hot spring ryokan experience.

Hyatt and Kiraku will each own fifty percent of the joint venture and will leverage the expertise and strengths of both Hyatt and Kiraku to develop this new offering. ATONA will be a collection of modern-style hot spring ryokans, Japanese-style inn, in Japan targeting global travelers. ATONA is an expression of deep connection, a combination of two old Japanese words (吾汝) that means “me and you”.

Leveraging the interest of global travelers to the country, the ATONA brand will express the unique charm of each region’s architecture, design, cuisine, activities, and hospitality through the ryokan experience.

Centered around the onsen (hot spring), the ryokans will feature a modernized style that will serve as the base of each guest’s journey in Japan. Set amongst unique and typical landscapes, each will offer new experiences and discoveries both within and beyond the ryokan.

Kenya Hara, one of Japan’s leading designers, joins this project to serve as creative director for the ATONA brand. Development plans are currently under way to unveil the collection of ATONA-branded ryokans beginning in 2025.

The joint venture is expected to expand ryokans under the ATONA brand in regional areas of Japan. The ATONA brand will be managed independently by a team of highly experienced hospitality experts who have a deep understanding of both Japanese culture and international hotel standards.

We are thrilled to announce this new hot spring ryokan brand, ATONA, through our joint venture with Kiraku, that will showcase Japan’s many attractions and unique experiences to our guests and support the revitalization of the local economy. We believe that the five essential elements for inbound tourism are food, culture, history, safety, and transportation infrastructure, and as a highly sought-after tourist destination, Japan exceeds in each of these categories. Through our strong collaboration with Kiraku on the ATONA brand, the joint venture will build on the unique, personalized experience of traditional Japanese ryokans, which have been loved by locals for centuries, and make them accessible to inbound travelers, many of whom have never experienced staying in a ryokan before.

Sam Sakamura, Hyatt’s Vice President Japan and Micronesia

Kiraku’s collaboration with Hyatt, a leading global hospitality company, presents an exciting opportunity to discover and share the unique charms of Japan from a global perspective. Having roots in both Japan and the United States, I have always been interested in the diverse cultures and landscapes that can be found across Japan, and at Kiraku, we have focused on creating businesses that share these treasures with the world. Through the building of hot spring ryokans under the ATONA brand across the country, we hope these ryokans will provide guests, both local and from abroad, a special place to experience the still unseen wonders of Japan, while also positively impacting local economies.

Kou Sundberg, founder and CEO of Kiraku

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