Hyatt new joint venture to build on unique, personalised experience of traditional Japanese ryokans

27 September, 2022

Hyatt Hotels Corporation has revealed that an affiliate and Kiraku, Inc have entered into a strategic joint venture that will launch a collection of modern-style hot spring ryokans (Japanese-style inn) in Japan targeting global travellers under the new hospitality brand, ATONA.

Hyatt and Kiraku will each own 50% of the joint venture and say they will “leverage the expertise and strengths” of the two brands to develop this new offering.


Japan was ranked as the number one tourist destination in the world out of 117 countries and regions according to the recent Travel and Tourism Development Index (TTDI 2021) and published by the World Economic Forum.

Each region in Japan is home to an incredibly unique culture and landscape, many of which are still relatively unknown to much of the world. Leveraging the interest of global travellers to the country, the ATONA brand aims to “express the unique charm of each region’s architecture, design, cuisine, activities, and hospitality through the ryokan experience”.

Centered around the onsen (hot spring), a treasured part of Japanese culture, the ryokans built by the joint venture will feature a modernised style that will serve as the base of each guest’s journey in Japan. Set amongst breathtaking landscapes, each will offer “new experiences and discoveries” both within and beyond the ryokan that are special to its locale.

ATONA a combination of two words meaning ‘me and you’

“ATONA” is an expression of deep connection: a combination of two old Japanese words (吾汝) that means “me and you.” Hyatt and Kiraku say the ATONA brand experience will offer “bespoke experiences” and “warm Japanese hospitality” that is away from the bustle of everyday life, inspiring guests to “feel the deep wisdom hidden within nature and a peaceful place to reconnect with oneself”.

Rooted in the rich history, culture, and people of the locale, the experience for guests will allow for “encounters and meaningful exchanges with other travellers, foster connections with the local community and contribute to the regional revitalisation of Japan,” according to the JV partners.

Hyatt Place debuts in Taiwan…

Elsewhere, Hyatt Hotels has formally opened the Hyatt Place New Taipei City Xinzhuang, the first Hyatt Place hotel in Taiwan. The new hotel features the Hyatt Place brand’s intuitive design, casual atmosphere and practical amenities, such as free Wi-Fi and 24-hour convenience food offerings.

The 278-room (including 88 with a Cozy Corner sofa-sleeper) property is located close to the biggest shopping mall in New Taipei, Honhui Plaza Mall and less than half a mile (700 meters) from New Taipei Industrial Park Metro Station, from where guests can take the express train to Taipei city and is just two stops from the international airport.

… and expands in India

Hyatt Hotels has also opened the Hyatt Place Bharuch, its second Hyatt Place hotel in the state of Gujarat and the sixth Hyatt Place hotel in India. The 148-room hotel has been developed by Hotel Harimangla Private Limited.

The property is located close to the city’s core business district and is a convenient five-minute drive from the Bharuch railway station. This prime location also offers quick access to several historic sites including the Golden Bridge, Nilkantheshwar Temple, Ninai Waterfalls, Kadia Dungar Caves, and Narmada Park.

Hyatt Place Bharuch has 148 guestrooms, including five suites and 143 king and twin rooms. Each room is equipped with modern furnishings and feature an in-room desk, a Cozy Corner, as well as a smart TV.

The property also offers 12,184 square feet (1,132 square meters) of flexible meeting and event space, making it one of the largest venues in the city. These high-tech venues offer both indoor and outdoor settings and are suited for both private meetings and large social gatherings.