Hyatt’s Alila Sengokuhara Hakone to Open in Japan’s Onsen County in 2028

Hyatt is bringing the Alila brand to Japan for the first time. The company on Monday announced Alila Sengokuhara Hakone, a nature-driven wellness retreat set to open in 2028 through an agreement with Fujita Corporation.

The resort will land in Sengokuhara, a highland district of Hakone prized for its mineral-rich hot springs, open grasslands, forested ridges and general sense of calm. Set within Fuji-Hakone-Izu National Park, the area draws both domestic and international travelers for its seasonal scenery, art museums, volcanic terrain, and views toward Mt. Kintoki.

“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 of the Asia Pacific region for 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.”

The Sengokuhara announcement is the latest sign of Hyatt’s aggressive global push to expand its luxury portfolio on multiple fronts. The company recently unveiled plans for Park Hyatt Riviera Maya and Grand Hyatt Los Cabos, betting that two of its most recognizable nameplates can succeed in the all-inclusive space, while three new hotels in Rome and Sicily will introduce the Hyatt Regency and Thompson Hotels brands to Italy for the first time. Alila itself is having a moment, too, with its recently opened Alila Mayakoba marking the brand’s debut in Latin America. Across these moves, Hyatt leaders have pointed to emotionally driven loyalty, lifestyle-led brand growth, and deeper personalization as the markers of the company’s growth strategy, betting it can scale without losing what makes each of its brands distinct.

A Design Rooted in the Landscape

The property’s architecture comes courtesy of Kengo Kuma and Associates, with a build meant to trace the site’s elevation changes rather than impose upon them. Layered views and materials are intended to blur the line between interior and exterior spaces.

“We are designing a hotel that will blend seamlessly into Hakone’s magnificent natural setting,” said 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.”

The 60-room resort, which includes 11 suites, will lean into Hakone’s onsen tradition, with every guest room featuring a private natural hot spring bath. A yoga deck immersed in the surrounding landscape rounds out the wellness offering, while the restaurant and bar programs will draw on seasonal, locally sourced ingredients from nearby fields, forests and seas.

Guests can also expect a slate of curated “Alila Moments,” designed to connect travelers to Hakone through culture, nature and the region’s seasonal rituals.

Deepening a Longtime Partnership

The project builds on an established relationship between Hyatt and Fujita Corporation, which has previously served as owner of Grand Hyatt Seoul and contractor for 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 Okumura. “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.”

Alila Sengokuhara Hakone will bring Hyatt’s Japan portfolio to 10 brands across what is currently 22 hotels in the country, part of the company’s broader push to double its Japan footprint over the next decade.

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