ATONA, the contemporary hot spring ryokan brand, is expanding its presence in Japan with new locations planned in Yufu, Yakushima, and Hakone. The brand’s first ryokans are set to open by 2026, offering guests a unique blend of traditional Japanese hospitality and modern luxury amidst stunning natural surroundings.
The ATONA brand is a joint venture between Hyatt Hotels Corporation and Kiraku, Inc., a Japanese company dedicated to preserving cultural treasures for future generations. The partnership combines Hyatt’s global expertise in hospitality with Kiraku’s deep understanding of Japanese culture and traditions.
In addition to the expansion of the ATONA brand, Hyatt and Kiraku have also announced the successful first round of fundraising for the Atona Impact Fund. The real estate fund, focused on investing in ATONA ryokan development projects, has secured an initial investment of 10 billion yen (approximately 64 million US dollars) from investors including Hyatt affiliates, Kiraku, and Takenaka Corporation, a prominent Japanese construction company. The fund’s ultimate goal is to reach 20 billion yen (approximately 128 million US dollars).
The establishment of the Atona Impact Fund demonstrates the strong commitment of Hyatt and Kiraku to the growth and development of the ATONA brand. The fund will provide the necessary capital to support the acquisition and development of prime locations for ATONA ryokans, ensuring the brand’s continued expansion and success.
The expansion of the ATONA brand and the successful fundraising for the Atona Impact Fund are testaments to the growing demand for high-end ryokan experiences in Japan. As international and domestic travelers seek authentic and immersive cultural experiences, the ATONA ryokans are poised to meet this demand by offering a unique blend of traditional hospitality and modern luxury in some of Japan’s most breathtaking destinations.
