Hyatt Hotels Corporation and Kiraku announced on May 27 that they will open their joint venture hot spring ryokan brand “Ago Atona” in Yufu, Yakushima, and Hakone in 2026 or later.
The facilities at Goure ATONA will feature hot springs that spring from the area and open kitchens and bars that use seasonal ingredients, and all are expected to have 30-50 guest rooms. The average area of a standard room will be 50-70m2, and the average unit price per room will be around 100,000 yen. The facility will also offer wellness experiences that take advantage of the hot springs, as well as cultural experiences that bring the guests in touch with the charm of the region.
The name “I you” is a combination of two ancient words meaning “I and you” (we and nanji), and is intended to express the expectation of “sharing pleasures away from everyday life with family and friends”.
Masahiko Sakamura, President of Hyatt Japan/Co-President of Atona, who spoke at the press conference, pointed out that after the Corona Disaster, the orientation is changing from tourism to experience, with a greater emphasis on wellbeing. He also explained that the increase in the number of foreign visitors to Japan has led to diversification and the discovery of new destinations.
Hyatt has the largest number of facilities in the luxury resort category and prides itself on being a leader in luxury. In launching Ago Atona, Hyatt hopes to make it “the core brand of its portfolio in Asia,” he said, adding, “We want to create an innovative facility in an ‘onsen ryokan’ (hot spring resort), which has never been attempted by a major foreign hotel chain. We want people to experience a unique Japanese ryokan stay,” he said.
Referring to the area where Ago Ru ATONA will open during the talk session, Kiraku Founder and CEO/Co-President/Atona Co-Chairman, Sandberg Hiroshi William Sandberg, stated that the area must naturally have hot springs as a condition for selection, “Japan’s natural resources are limited, but Japan has hot springs, which are a big difference from other countries,” he added. In selecting a destination, he said, “I want to value the local culture as well as the landscape. We want to make sure that foreigners visiting Japan can discover the experiences and landscapes of each region of Japan,” he said.
© Source travel watch
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