Alila to Debut in Japan with Luxury Retreat in Hakone - Get updated on what's happening in tourism!

Hyatt Hotels Corporation (NYSE: H) has announced plans to introduce the Alila brand to Japan with the opening of Alila Sengokuhara Hakone in 2028. Developed in partnership with Fujita Corporation, the luxury resort will bring Alila's philosophy of mindful hospitality to Sengokuhara, a scenic highland district in Hakone celebrated for its natural hot springs, forests and mountain landscapes.

Located within Fuji-Hakone-Izu National Park, the resort will offer guests an immersive retreat that combines architecture, wellness, cuisine and local culture. The project also marks another milestone in Hyatt's long-term expansion in Japan, where the company continues to strengthen its luxury portfolio.

Alila enters one of Japan's most celebrated resort destinations

Sengokuhara has long attracted visitors seeking a peaceful escape from city life. Surrounded by volcanic scenery, grasslands and forested hills, the area is renowned for its seasonal landscapes, art museums and panoramic views toward Mt. Kintoki. Its famous pampas grass fields, particularly striking in autumn, have become one of Hakone's defining natural attractions.

“With 19 properties globally, including 13 in Asia, we are excited to announce plans to introduce the Alila brand to Japan,” said David Udell, Group President, Asia Pacific, Hyatt. “We are grateful to President Okumura of Fujita Corporation and everyone else involved in bringing the Alila vision to this market. The debut of the Alila brand in Japan will expand travel choices for both domestic and international guests, offering experiences that reflect the brand’s deep connection to culture and the environment.”

Architecture designed to blend into the landscape

Designed by internationally acclaimed Kengo Kuma and Associates, the resort will emphasize harmony with its mountain surroundings. Rather than dominating the site, the buildings will follow the natural contours of the landscape, integrating forests, natural light and panoramic views into the guest experience.

The minimalist design aims to create a seamless connection between indoor and outdoor spaces through carefully selected materials and layered perspectives that reflect the surrounding environment.

“We are designing a hotel that will blend seamlessly into Hakone’s magnificent natural setting,” said Mr. Kuma. “Our architecture will become part of the landscape, flowing with the site’s elevation changes and integrating natural light to achieve a seamless connection with the environment.”

Private onsen experiences at the heart of the resort

The property will feature 60 guestrooms, including 11 suites, each equipped with a private natural hot spring bath. The individual onsen facilities will allow guests to experience Hakone's renowned thermal waters in a tranquil and highly personal setting.

Wellbeing will extend beyond the spa experience through yoga, outdoor spaces and nature-inspired rituals designed to encourage relaxation and reconnection with the surrounding landscape.

Seasonal cuisine inspired by Hakone

Dining will focus on locally sourced ingredients and seasonal Japanese cuisine. The resort's restaurant and bar will showcase produce from nearby fields, forests and coastal regions, creating menus that reflect both the local environment and the broader culinary traditions of Japan.

The culinary concept is intended to complement the resort's philosophy by emphasizing authenticity, simplicity and a strong connection to place.

Experiences shaped by local culture

Guests will also be able to participate in curated Alila Moments, designed to provide deeper insight into Hakone's landscapes, artistic traditions, seasonal customs and centuries-old onsen culture. The experiences aim to encourage exploration beyond the resort while strengthening connections with the local community.

Long-term partnership continues

The project further expands Hyatt's longstanding relationship with Fujita Corporation, which has collaborated with Hyatt on several hospitality developments, including Grand Hyatt Seoul and Park Hyatt Niseko HANAZONO.

“We are deeply honored to have the opportunity to welcome Hyatt’s luxury brand, Alila, to Sengokuhara in Hakone, marking the Alila brand’s debut in Japan,” said Yoji Okumura, President of Fujita Corporation. “Fujita has cultivated 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 project, we will maximize Sengokuhara’s unique value by embracing its rich natural environment and integrating the expertise of top leaders in architecture, interior design and landscaping. We anticipate Alila Sengokuhara Hakone becoming a new benchmark for luxury resorts in Japan and providing a profoundly moving experience for guests from both Japan and around the world.”

The addition of Alila Sengokuhara Hakone will increase Hyatt's presence in Japan to 10 brands. Hyatt currently operates 22 hotels across nine brands in the country and plans to continue expanding its portfolio over the coming decade.

Image Credit: © Hyatt Hotels Corporation