AwardWallet receives compensation from advertising partners for links on the blog. The opinions expressed here are our own and have not been reviewed, provided, or approved by any bank advertiser. Here's our complete list of Advertisers.
If you've seen the moves World of Hyatt has been making over the past year — growing and adding properties and collections to its portfolio — yet another addition shouldn't come as a surprise. Over this past weekend, Hyatt announced plans to open three ATONA-branded ryokans in Japan in 2026.
Here's what we know about Hyatt's newest brand addition and some insight on whether stays at ATONA properties will count towards the fan-favorite Brand Explorer perk.
What We Know About Hyatt’s New ATONA Brand
The ATONA concept was born in 2022 when Hyatt partnered with Kiraku, a Japanese brand focused on preserving natural assets. Hyatt and Kiraku imagined ATONA properties as modern-style hot spring ryokans, which are Japanese-style inns.
Since Hyatt issued the original press release, details on the ATONA ryokans were slim to none. This changed over the past weekend when Hyatt shared the regional areas where it planned to build the first three properties.
In 2026, Hyatt will open the doors to ATONA properties in Yufu, Yakushima, and Hakone. Each small, luxury property will feature 30–50 rooms, open kitchen restaurants, and showcase Japan's cultural heritage. Moreover, the construction will reflect local craftsmanship.
But unfortunately, Hyatt hasn't shared renderings of the properties yet — just concept photos.
Related: The World of Hyatt Rewards Program — A Complete Guide
Will ATONA qualify for the Hyatt Brand Explorer perk?
Hyatt's Brand Explorer benefit is a creative way to earn Category 1–4 free night awards. And with a new brand in the works, it's natural to ask whether it'll qualify as an eligible brand for this unique perk.
We were curious, too, so we reached out to Hyatt. A Hyatt spokesperson didn't confirm or deny that ATONA will qualify but did hint that members could earn a Brand Explorer free night after completing an eligible stay at an ATONA property, merely stating that Hyatt would provide updates on “ATONA’s participation in the Brand Explorer Award” and where these properties will fall in Hyatt's award chart closer to property opening dates.
Final Thoughts
World of Hyatt is bringing a new brand to three regional areas in Japan. And in 2026, these modern ryokans will open their doors to guests. Even better, stays at ATONA properties might count towards Hyatt's Brand Explorer benefit.
The comments on this page are not provided, reviewed, or otherwise approved by the bank advertiser. It is not the bank advertiser's responsibility to ensure all posts and/or questions are answered.