Hyatt Hotels Corp. has partnered with Japanese asset redevelopment
group Kiraku to launch Atona, a new hospitality brand focused on
creating "a modernised hot spring ryokan experience."
Ryokans are traditional Japanese inns with communal baths.
Under the partnership, Hyatt and Kiraku will each own 50% of the joint venture.
Atona's hot spring ryokans will be located throughout Japan and
targeted toward global travelers. Although the onsen (hot spring)
experience will be the concept's central component, Atona properties
will also aim to showcase regional architecture, design, cuisine and
The first Atona-branded ryokans are expected to debut starting in 2025.
In a statement, Sam Sakamura, Hyatt's vice president Japan and
Micronesia, said that the joint venture will help make ryokans more
"accessible to inbound travellers, many of whom have never experienced
staying in a ryokan before."
Source: Travel Weekly