{"id":166700,"date":"2024-05-30T14:00:25","date_gmt":"2024-05-30T14:00:25","guid":{"rendered":"https:\/\/awardwallet.com\/blog\/?p=166700"},"modified":"2026-04-15T16:35:01","modified_gmt":"2026-04-15T16:35:01","slug":"atona-brand-properties","status":"publish","type":"post","link":"https:\/\/awardwallet.com\/news\/world-of-hyatt\/atona-brand-properties\/","title":{"rendered":"Hyatt\u2019s First Atona Property Will Open in 2027 \u2014 Here\u2019s What We Know About This New Brand"},"content":{"rendered":"

If you've seen the moves World of Hyatt has been making over the past couple of years \u2014 growing and adding properties and collections to its portfolio \u2014 yet another addition shouldn't come as a surprise. Just recently, Hyatt confirmed that the first of three ATONA-branded ryokans should open in 2027.<\/p>\n

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.<\/p>\n

What We Know About Hyatt\u2019s New ATONA Brand<\/span><\/h2>\n

The ATONA concept was first born in 2022 when Hyatt partnered with Kiraku<\/a>, a Japanese brand focused on preserving natural assets. Hyatt and Kiraku imagined ATONA<\/a> properties as modern-style hot spring ryokans, which are Japanese-style inns.<\/p>\n

Since Hyatt issued the original press release, details on the ATONA ryokans were slim to none. This changed when Hyatt shared the regional areas where it planned to build the first three properties<\/a> \u2014 and confirmed to AwardWallet in April 2026 that the original timeline slipped and the first property should open in 2027.<\/p>\n

So, next year, Hyatt will (hopefully) open the doors to ATONA properties in Yufu, Yakushima, and Hakone. Each small, luxury property will feature 30\u201350 rooms, open kitchen restaurants, and showcase Japan's cultural heritage. Moreover, the construction will reflect local craftsmanship.<\/p>\n

But unfortunately, Hyatt hasn't shared renderings of the properties yet \u2014 just concept photos.<\/p>\n

\"Atona
Credit: ATONA<\/em><\/enter><\/figure>\n

Related: The World of Hyatt Rewards Program \u2014 A Complete Guide<\/a><\/strong><\/p>\n

Will ATONA qualify for the Hyatt Brand Explorer perk?<\/span><\/h3>\n

Hyatt's Brand Explorer benefit<\/a> is a creative way to earn Category 1\u20134 free night awards<\/a>. 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.<\/p>\n

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\u2019s participation in the Brand Explorer Award” and where these properties will fall in Hyatt's award chart closer to property opening dates.<\/p>\n

Final Thoughts<\/span><\/h2>\n

World of Hyatt is bringing a new brand to three regional areas in Japan. And in 2027, these modern ryokans will open their doors to guests. Even better, stays at ATONA properties might count towards Hyatt's Brand Explorer benefit.<\/p>\n

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