One of Hyatt's Most Serene Brands Is Finally Coming to Japan
Hyatt's Alila brand will make its Japan debut in Hakone in 2028, in a hot-spring region prized for art and volcanic scenery.
Hyatt is bringing its Alila brand to Japan for the first time, with plans for the Alila Sengokuhara Hakone opening in 2028. The property will plant the design-led wellness brand in one of the country's most popular escapes from Tokyo.
Sengokuhara sits in the Hakone region, a hot-spring area that draws both Japanese and international visitors for its natural beauty, art museums, volcanic landscape, and views of Mt. Kintoki. It is a fitting match for Alila, whose properties are built around tranquil, nature-rooted retreats rather than large-scale resort footprints.
Alila joined Hyatt's portfolio as part of its acquisition of Two Roads Hospitality and has since expanded across Asia and the Middle East. A Japan location fills an obvious gap for a brand whose quiet, landscape-driven style aligns neatly with the country's ryokan tradition of onsen bathing and understated luxury.
For Hyatt, the move deepens its presence in a market where international operators have been racing to add rooms ahead of continued growth in inbound tourism. Hakone's proximity to Tokyo, roughly 90 minutes by train, makes it one of the most reliable leisure destinations in the country and a logical anchor for a new luxury flag.