The renowned US hotel giant, Hyatt Hotels Corp., is venturing into the realm of traditional Japanese hospitality with the launch of Atona, a new luxury boutique brand in collaboration with Kyoto-based developer Kiraku. The concept aims to introduce the ryokan experience to a wider audience, offering a blend of luxury and tradition.

Ryokans, known for their intimate settings in secluded natural landscapes with hot springs, communal baths, and futon sleeping arrangements, have long been a niche choice for travelers seeking an authentic Japanese stay. However, Hyatt’s Atona brand seeks to make this experience more accessible to international guests.

The first three Atona locations are set to open by 2026, with properties in popular destinations such as Hakone, Yufu, and Yakushima. These luxury inns will cater to a discerning clientele, with nightly rates expected to range from $800 to $1,300. While World of Hyatt members can use points for bookings, the redemption rates will align with Hyatt’s most prestigious brands.

David Udell, group president of Asia-Pacific for Hyatt, expressed the company’s interest in providing customers with unique opportunities to engage with Japan. The collaboration with Kiraku allows Hyatt to leverage local expertise in rural development and cultural authenticity, ensuring a seamless integration of traditional Japanese elements in the Atona hotels.

Kiraku founder Kou Sundberg played a pivotal role in identifying the inaugural Atona locations, meticulously selecting sites and garnering local support for the projects. His challenge lies in striking a balance between modern amenities and traditional Japanese aesthetics, catering to a global audience while preserving the essence of Japanese hospitality.