Hyatt Plans to Introduce Luxury Brand Alila, Making Its Japanese Debut

Hyatt Hotels Corporation (headquartered in Chicago, Illinois, USA; Chairman, President, and CEO: Mark Hoplamazian; hereinafter "Hyatt") today announced plans to introduce Alila, a luxury brand within Hyatt's portfolio making its debut in Japan, in Hakone's Sengokuhara in 2028. The hotel, named Alila Sengokuhara Hakone, will be operated by a Hyatt affiliate under an agreement with Fujita Corporation (headquartered in Shibuya-ku, Tokyo; President and CEO: Yoji Okumura; hereinafter "Fujita").

Exterior view of Alila Sengokuhara Hakone, blending into the forests of Sengokuhara and the mountains of Hakone (artist's rendering). Entrance of Alila Sengokuhara Hakone, where light filters through modern latticework, creating a dappled effect like sunlight through trees (artist's rendering).

Alila is one of the luxury brands in Hyatt's portfolio, guided by the belief in delivering "awe-inspiring experiences" that positively impact guests, employees, communities, and the environment. Sustainability and respect for culture are at its core. True to its Sanskrit name meaning "surprise," Alila aims to help visitors discover, immerse themselves in, and connect with a world full of wonder. Alila hotels draw out the profound beauty found in simplicity, harmonizing with their natural surroundings. By accumulating unique moments—"Alila Moments"—where guests feel deeply connected to local culture and nature, the brand strives to create lasting emotional impressions beyond the stay. To support sustainable tourism, all Alila hotels operating for more than one year are certified by EarthCheck[1], integrating natural, physical, and cultural elements into their operations.

[1] An advisory group providing world-leading scientific benchmarks and certifications for sustainable travel and tourism since 1987. https://earthcheck.org

Alila Sengokuhara Hakone is located in Sengokuhara within the Fuji-Hakone-Izu National Park, with the concept of "harmony with nature and gratitude for its blessings." Kengo Kuma & Associates is responsible for the minimalist yet distinctive architectural design, SIMPLICITY for the interior design that pursues the beauty of simplicity, and Placemedia—known for designing the Treasure House at Byodoin Temple, a World Heritage site—for the landscape design of the iconic "Alila Garden." Leading Japanese firms in architecture, interior, and landscape design will fully express Alila's unique worldview. All 60 guest rooms, including 11 suites, will feature natural hot spring baths. The spa area, blending Japanese onsen traditions with Western spa culture, will include an outdoor bath, aromatic steam baths, and a thermal pool where guests of all genders can bathe in swimwear. Guests will enjoy deep relaxation through Alila's signature spa treatments. From the panoramic views of Sengokuhara's iconic pampas grass and seasonal flowers to the borrowed scenery of Mt. Kanagatake, the serene and warm guest rooms and interiors, ultimate healing from natural hot springs and spa treatments, and the rich culinary pleasures of locally sourced ingredients—all will create unique "Alila Moments" that evoke unforgettable experiences and emotions found nowhere else.

Hyatt currently operates 22 hotels across Japan, from Hokkaido to Okinawa. With the introduction of Alila, the company will have 10 brands in the country, and plans to double its number of accommodations over the next decade.

Left) Yoji Okumura, President and CEO of Fujita Corporation; Right) David Udell, Group President, Asia Pacific, Hyatt. Group photo after the meeting, from left: David Udell, Group President, Asia Pacific, Hyatt; Yoji Okumura, President and CEO, Fujita Corporation; Kengo Kuma, Kengo Kuma & Associates; Shinichiro Ogata, SIMPLICITY.

Comment from Yoji Okumura, President and CEO, Fujita Corporation: "We are deeply honored to have the opportunity to welcome Hyatt's luxury brand Alila to Sengokuhara, Hakone—the first in Japan. Fujita has long collaborated with Hyatt, having served as developer for Grand Hyatt Seoul and, more recently, as contractor for Park Hyatt Niseko HANAZONO. For this project, we aim to fully draw out the unique value of this location by bringing together leading experts in architecture, interior design, and landscape design, all deeply attuned to Sengokuhara's rich natural environment. We hope Alila Sengokuhara Hakone will become a new benchmark for luxury resorts in Japan and deliver profound emotional experiences to guests from around the world."

Comment from David Udell, Group President, Asia Pacific, Hyatt: "We are thrilled to bring Alila, one of Hyatt's luxury brands, to Japan for the first time. Alila currently operates 13 hotels in Asia and 19 worldwide (including Asia). We are grateful to President Okumura of Fujita Corporation and all involved for this opportunity to fully express Alila's unique worldview in Japan. By revealing Japan's lesser-known charms with a sense of 'awe,' we are excited to offer guests more choices and enrich their travel experiences in Japan. We look forward to delivering those special moments—only possible at Alila, where guests feel deeply connected to the environment and culture—at Alila Sengokuhara Hakone."

Comment from Kengo Kuma, Kengo Kuma & Associates: "We designed a hotel that naturally blends into the magnificent natural landscape of Hakone's Sengokuhara. The site is surrounded by the outer rim mountains and the iconic, beautifully ridged Mt. Kanagatake at its center. Rather than simply framing the scenery, we made the building itself part of the landscape. By splitting the structure into two levels that follow the site's 8-meter slope, we reduced visual impact and broke down the large volume, allowing the architecture to blend into the surrounding forest and mountains. The entrance guiding guests features multiple layers of delicate latticework forming gentle curves that echo Hakone's mountain ridges. Light filtering through the gaps creates a soft, dappled effect on the ground, reminiscent of sunlight through the forest. This place, rooted in the earth and permeable to light and wind, becomes an experiential space that merges with Sengokuhara's nature. I am confident this building is worthy of being Alila's first in Japan."

Comment from Shinichiro Ogata, SIMPLICITY Co., Ltd.: "Sengokuhara, Hakone, lies within a vast caldera formed over eons by repeated volcanic activity. Once a lake, this area gradually transformed into a marshland due to sedimentation from volcanic eruptions. Abundant rainfall from the surrounding outer rim mountains seeps deep underground, emerging as pure spring water that nourishes the marsh. The natural cycle represented by the Five Elements philosophy—wood, fire, earth, metal, and water—has nurtured a unique ecosystem in Sengokuhara. Over long centuries, the harmonious coexistence between people and nature here has preserved a beautiful landscape that changes with the seasons, as humans have learned to live alongside nature and support its cycles. At Alila Sengokuhara Hakone, we have reinterpreted the region's deep historical roots and Japan's aesthetic sensibilities—forged through coexistence with nature—into a contemporary context. Our design concept, 'earth sculpture,' projects forms reminiscent of the outer rim mountains' ridgelines and geological strata into the space. While capturing fragmented views of the landscape, we have generously incorporated dramatic borrowed scenery, including Mt. Kanagatake, the highest peak of the outer rim. By surrendering to the memory of the land and experiencing oneness with nature, we hope to bring healing and deep tranquility to all who visit."

Hotel Overview

Name: Alila Sengokuhara Hakone

Location: 1246-1138, Rokubei, Sengokuhara, Hakone-machi, Ashigarashimo-gun, Kanagawa Prefecture, and other addresses

Approximately 25 minutes by car from Hakone-Yumoto Station

Number of Rooms: 60 total (planned)

Facilities: Hot springs and spa, restaurants and bars, meeting and event spaces, yoga deck, etc.

Architectural Design Supervision: Kengo Kuma & Associates

Interior Design: SIMPLICITY Co., Ltd.

Landscape Design: Placemedia Co., Ltd.

Building Equipment Design and Construction: Fujita Corporation

Opening Date: 2028 (planned)

(The above is the current plan and subject to change.)

About Kengo Kuma Born in Yokohama in 1954. Graduated from the Graduate School of Architecture, University of Tokyo, in 1979. Visiting research fellow at Columbia University, USA (1985–1986). Founded Kengo Kuma & Associates in 1990. Professor at Keio University (2001–2008). Appointed Professor at the University of Tokyo in 2009, serving to the present. Major works include V&A Dundee (UK, 2018), National Stadium (2019), and the Gallery at Angers Saint-Maurice Cathedral (France, 2020). Publications include Natural Architecture (Iwanami Shinsho, 2008), Point, Line, Plane (Iwanami Shoten, 2020), and Japanese Architecture (Iwanami Shoten, 2023).

About SIMPLICITY Co., Ltd. Founded in 1998, with the concept of "cultural creation in contemporary Japan," the company engages in diverse activities across food, tea, confectionery, crafts, and design. It operates Japanese cuisine restaurant "Yakumo Teiryo," specialty tea shop "SABOE," wagashi store "HIGASHIYA," and product brand "Ssss [Es]." Founded "OGATA," opening "OGATA Paris" in France in 2020, marking the beginning of global expansion. Notable projects include Yufuin's "Sanso Mugen-to," disposable paper tableware "WASARA," the Intermediatheque at the University of Tokyo's Museum of Complexity, "Aēsop," "Andaz Tokyo," and "Hotel Almhof Schneider" in Austria. Beyond its own ventures, the company provides design direction for various projects in architecture, interior, product, and graphic design. https://www.simplicity.co.jp

About Placemedia Co., Ltd. A design firm exploring landscape architecture that connects cities and nature. Guided by the philosophy that landscapes are not constructed but "revealed" through the interplay of a site's inherent power and the accumulated history and activities of people, the firm carefully interprets the memory of the land and listens to the layers of nature, society, and time embedded in a place to evoke landscapes that resonate with human sensibility. Notable projects include the "Uemura Naomi Adventure Museum" (Architectural Institute of Japan Prize), "Hoshokan" at Byodoin Temple, "HOTEL THE MITSUI KYOTO," "SIX SENSES KYOTO," and "GINZA SIX," among many urban, cultural, and public projects.

*In this release, "Hyatt" refers to Hyatt Hotels Corporation and/or its affiliates.

About Alila Alila is a global luxury hotel brand that invites travelers to discover a deeper world through experiences that are deeply embedded in local culture and environment, enriching the mind and body. Alila hotels, harmonizing with their natural surroundings, reveal profound beauty in simplicity and offer guests a space to rediscover "the true luxury of living" while coexisting with local communities. At the heart of the brand are "Alila Moments"—a unique collection of special experiences embodying a deep connection with culture and environment. These moments leave a lasting emotional impact by allowing guests to engage with the diverse charms of the destination. To support sustainable tourism, all Alila hotels operating for over a year hold EarthCheck certification, integrating natural, physical, and cultural elements into their operations. For more information, visit the website. Latest updates are also available on Instagram (@AlilaHotels) and Facebook.

About Hyatt Hotels Corporation Hyatt Hotels Corporation (headquartered in Chicago, Illinois, USA) is a leading global hospitality company whose purpose is defined as "We care for people so they can be their best." As of March 31, 2026, Hyatt operates over 1,500 hotels and all-inclusive properties across 83 countries on six continents. Hyatt's brand portfolio includes luxury brands such as Park Hyatt®, Alila®, Miraval®, Impression by Secrets, and The Unbound Collection by Hyatt®; lifestyle brands such as Andaz®, Thompson Hotels®, The Standard®, Dream® Hotels, The StandardX®, Breathless Resorts & Spas®, JdV by Hyatt®, Bunkhouse® Hotels, and Me and all hotels; inclusive collections such as Zoëtry® Wellness & Spa Resorts, Hyatt Ziva®, Hyatt Zilara®, Secrets® Resorts & Spas, Dreams® Resorts & Spas, Hyatt Vivid® Hotels & Resorts, Bahia Principe Hotels & Resorts, Alua Hotels & Resorts®, and Sunscape® Resorts & Spas; classic brands such as Grand Hyatt®, Hyatt Regency®, Destination by Hyatt®, Hyatt Centric®, Hyatt Vacation Club®, and Hyatt®; and essential brands such as Caption by Hyatt®, Unscripted by Hyatt, Hyatt Place®, Hyatt House®, Hyatt Studios®, Hyatt Select, and UrCove. Affiliates operate the loyalty program World of Hyatt®, as well as ALG Vacations®, Mr & Mrs Smith, Unlimited Vacation Club®, Amstar® DMC, and Trisept Solutions®. For more information, visit www.hyatt.com.