Hyatt launching Japan Ryokan brand

Hyatt Corp. has joined forces with Japanese operator Kiraku to introduce a new ryokan-style brand with hot spring resort facilities.

The Atona brand will be a 50%-50% joint venture.

Atona will target domestic travelers as well as foreign visitors interested in wellness.

Onsen hot-spring baths are extremely popular across Japan.

Hyatt operates over 1,000 hotels globally while Kiraku manages villas under the Nazuna and Kiraku brand names.