Hyatt and Kiraku Launch New Ryokan Brand in Japan

Updated: July 12, 2025, 11:28am CDT

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Table of Contents

Brand Details
Hyatt’s Brands
Final Thoughts

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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 have announced a new Hyatt brand called Atona.

Let’s take a look at the details.

Brand Details

A ryokan traditionally features sleeping mats rather than beds. Image Credit: Ryokan Kamogawa

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.

As you’d expect, these properties will be located exclusively in Japan, though the fact Japan has announced it’s dropping entry restrictions in October will make this a non-issue for those wanting to experience Atona for themselves.

Even more exciting, this is the first major U.S. hotel chain to feature ryokan-style hotels, which means you’ll no longer have to miss out on those coveted elite night credits (and benefits) when searching for a traditional Japanese experience.

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.

Hot Tip:

Wondering about all the benefits of World of Hyatt elite status? Check out our guide: The Valuable Benefits of Hyatt Elite Status [Discoverist, Explorist, Globalist]!

Final Thoughts

It’s always good news when a hotel brand announces it’s expanding. Hyatt has been sprinting to catch up with competitors Hilton, IHG, and Marriott in terms of geographic footprint, and Atona is the latest in its efforts.

World of Hyatt members will be happy to get stay credits and elite perks while enjoying the experience of a traditional Japanese hotel. Even better, this newest brand makes earning a Hyatt Brand Explorer award a little easier.