New Details Emerge About Atona, Hyatt’s Ryokan-Inspired Brand in Japan

Who doesn’t love a good Hyatt stay? With 37 brands under its belt, the hotel chain continues to expand and add more, unique brands.

For that reason, we shouldn’t be shocked that Hyatt and Japanese company Kirkau announced a new Hyatt brand called Atona. While the brand itself was introduced earlier, we’re now learning new details about what these properties will actually look and feel like — from room layouts and dining to onsen access and service style.

Let’s take a look at the details.

Brand Details

If you aren’t familiar with ryokans, these classic Japanese dwellings feature unique characteristics, including traditional sleeping arrangements and Japanese baths. Hyatt’s new Atona brand promises a modern-style ryokan with hot springs for the ultimate in relaxation.

Each property will feature 30 to 50 guestrooms, onsen facilities sourced from local natural hot springs, and open-kitchen restaurants and bars that focus on seasonal, regional ingredients. Guests can also look forward to wellness programming designed around the onsen experience, as well as curated cultural activities that highlight the unique character of the surrounding area.

When it comes to hot springs, every room will have its own private onsen bath, but most properties will also include larger communal hot springs for those who want the full traditional experience. And while Atona won’t have a traditional concierge, each hotel will have a designated host similar to an okami-san — the female proprietor traditionally responsible for overseeing the guest experience at a ryokan.

As you’d expect, these properties will be located exclusively in Japan. According to Atona’s website, the first 3 locations will open in Yufu, Yakushima, and Hakone, destinations renowned for their natural beauty, hot springs, and slower, wellness-focused styles of travel.

As for pricing, expect these stays to sit firmly in the luxury category: nightly rates are projected to start around $800 (¥125,000) and go up to roughly $1,300. World of Hyatt members will be able to redeem points, though award rates will likely align with Hyatt’s top-tier luxury brands.

This marks the first time a major U.S. hotel brand will offer ryokan-style stays — meaning travelers can now enjoy a traditional Japanese experience without forfeiting elite night credits or benefits.

Hyatt’s Brands

Presently, Hyatt has a total of 37 brands within its portfolio, including a host of newly-acquired all-inclusive resorts scattered across the globe.

That means there are plenty of ways to stay at a Hyatt property, and the new Atona brand is excellent news for Hyatt loyalists.

Why? Aside from the excellent treatment World of Hyatt elite members receive (including suite upgrades, complimentary breakfast, and late checkout), Hyatt also gives members the opportunity to earn a free night award for every 5 hotel brands they stay at. Adding Atona to the list makes it just a little bit simpler to earn your next reward.

Final Thoughts

Hyatt has been steadily growing its brand lineup, and Atona feels like a genuinely thoughtful addition rather than an expansion for expansion’s sake. For World of Hyatt members, you’ll be able to enjoy the atmosphere and ritual of a traditional ryokan without giving up elite night credits, points earning, or benefits. And if you’re working toward a Brand Explorer free night, this new addition adds another interesting box to check.

With the first Atona properties planned for some of Japan’s most scenic onsen destinations, this brand could quickly become a go-to for travelers who want an immersive, culture-forward stay — with the familiarity and perks of Hyatt behind it.