Hyatt to debut Alila brand in Japan with luxury retreat in Hakone

Hyatt Hotels Corporation has revealed plans to launch its upscale Alila brand in Japan with the debut of Alila Sengokuhara Hakone slated for 2028. Developed in partnership with Fujita Corporation, the resort will be the first Alila property in Japan, bringing the brand’s ethos of mindful luxury to the highland area of Sengokuhara in Hakone, celebrated for its natural hot springs, mountainous scenery, and peaceful ambience.

Situated inside Fuji‑Hakone‑Izu National Park, Sengokuhara ranks among Japan’s premier mountain getaways, famed for its mineral‑rich onsen, expansive meadows, woodlands, volcanic terrain, art galleries, and sweeping vistas of Mt. Kintoki. The locale is especially noted for its seasonal pampas grass fields, providing an ideal backdrop for Alila’s inaugural Japanese hotel.

Commenting on the news, David Udell, Group President, Asia Pacific at Hyatt, remarked, “With 19 hotels worldwide—including 13 across Asia—we are thrilled to announce the arrival of the Alila brand in Japan. We thank President Okumura of Fujita Corporation and all contributors for helping bring the Alila vision to this market. The introduction of Alila in Japan will broaden travel options for both local and international visitors, delivering experiences that echo the brand’s strong ties to culture and the environment.”

The resort’s design comes from the renowned Kengo Kuma and Associates, guided by an architectural philosophy that seeks harmony with the surrounding landscape. Rather than imposing on the site, the building will follow the natural contours of the mountain, weaving together forests, natural light, and local materials to create a fluid transition between interior and exterior spaces.

Explaining the concept, Kengo Kuma stated, “We are crafting a hotel that will meld effortlessly into Hakone’s stunning natural setting. Our architecture will become part of the landscape, flowing with the site’s elevation changes and integrating natural light to achieve a seamless bond with the environment.”

The property will offer 60 guest rooms, among them 11 suites, each equipped with a private natural hot‑spring bath, enabling guests to enjoy Hakone’s celebrated onsen culture in total privacy.

Wellness will extend beyond the rooms through a variety of experiences focused on movement, nature, and mindfulness. The resort will feature a yoga deck nestled within the surrounding landscape, providing a tranquil spot for relaxation and renewal.

Dining at Alila Sengokuhara Hakone will embody the brand’s dedication to locally sourced, seasonal fare. The restaurant and bar will present menus inspired by Hakone’s forests, fields, and waters, using ingredients sourced from the region to create refined dishes that honour local flavours and Japanese culinary traditions.

The resort will also introduce Alila Moments, a series of immersive activities designed to connect guests with Hakone’s culture, nature, and traditions. Visitors will be able to explore the destination through its landscapes, artistic heritage, seasonal rituals, and long‑standing relationship with healing waters, crafting a stay that goes beyond conventional luxury hospitality.

The initiative further strengthens Hyatt’s enduring collaboration with Fujita Corporation, which has previously partnered on notable projects such as Grand Hyatt Seoul and Park Hyatt Niseko HANAZONO.

Sharing his thoughts, Yoji Okumura, President of Fujita Corporation, said, “We feel privileged to welcome Hyatt’s luxury brand, Alila, to Sengokuhara in Hakone, marking the brand’s first appearance in Japan. Fujita has nurtured a long‑standing partnership with Hyatt, including serving as the owner of Grand Hyatt Seoul and, more recently, as the contractor for Park Hyatt Niseko HANAZONO. In this new venture, we will capitalize on Sengokuhara’s distinctive assets by embracing its rich natural environment and integrating the expertise of leading architects, interior designers, and landscape specialists. We anticipate that Alila Sengokuhara Hakone will set a new standard for luxury resorts in Japan and deliver a profoundly moving experience for guests from Japan and around the globe.”

Derived from the Sanskrit word meaning ‘surprise’, Alila is globally recognised for crafting deeply personal experiences that link travellers with local culture, communities, and nature while placing wellbeing at the heart of the guest journey.

The addition of Alila Sengokuhara Hakone will bolster Hyatt’s presence in Japan, where the company currently operates 22 hotels across nine brands. The opening will introduce Hyatt’s tenth brand in the country and support the group’s broader goal to double its Japanese portfolio over the next ten years. Worldwide, the Alila brand now encompasses 19 properties, including 13 located across Asia.