Hilton has signed an agreement with THE SANKEI BUILDING CO., LTD. and HASEKO Real Estate Development, Inc. to introduce LXR Hotels & Resorts to Hakone Gora, Kanagawa, expanding the company’s luxury portfolio in Japan and establishing its first hotel presence in one of the country’s most recognized hot spring destinations.
Scheduled to open in the summer of 2028, the resort will be managed by Hilton and will become the first Hilton-operated property in Hakone. The project represents another step in the company’s strategy to strengthen its luxury footprint in Japan while expanding into destinations that combine cultural significance, wellness experiences, and strong tourism demand.
The planned resort will be located in Hakone Gora, an area situated within one of Japan’s most renowned onsen regions. Known for its natural hot springs and changing seasonal landscapes, Hakone attracts domestic and international travelers seeking nature-focused and wellness-oriented experiences. The new LXR Hotels & Resorts property is being developed within Momijidani, an area recognized for its autumn foliage and forested surroundings.
According to Hilton, the resort is designed to provide a nature-immersive luxury retreat that integrates the destination’s hot spring culture with the personalized luxury approach associated with the LXR Hotels & Resorts brand. The development is intended to create an environment where guests can experience a slower pace shaped by mountain scenery, thermal waters, and the surrounding natural landscape.
The signing also reflects Hilton’s broader luxury growth strategy in Japan. LXR Hotels & Resorts is a collection of luxury properties operating and under development in destinations around the world. The brand focuses on properties with distinct local identities and experiences connected to culture, heritage, and place.
In Japan, the brand entered the market through the opening of ROKU KYOTO, LXR Hotels & Resorts in Kyoto in 2021. With the Hakone Gora signing, Hilton continues to expand the brand’s pipeline in the country, adding to developments already planned in Tokyo, Hiroshima, and Niseko, Hokkaido.
The Hakone project is positioned in a location surrounded by several of the area’s best-known cultural and artistic attractions. Within walking distance of the future hotel are the Hakone Open-Air Museum, the Hakone Museum of Art, and Gora Park. These nearby destinations are expected to contribute to the property’s positioning as a resort that combines wellness, culture, and nature within a single destination experience.
Accessibility also forms part of the project’s appeal. The site is located approximately 90 minutes by train from central Tokyo and is only a three-minute walk from Koen-Kami Station on the Hakone Tozan Cable Car line. The transportation connectivity provides convenient access from Japan’s capital while maintaining the destination’s reputation as a mountain retreat.
Hilton executives highlighted the strategic significance of the project within the company’s luxury development plans. Hirohisa Fujimoto, vice president, Development, Japan & Micronesia, Hilton, said Hakone Gora aligns closely with the LXR Hotels & Resorts positioning because of its strong sense of place and opportunities for locally inspired experiences.
Fujimoto noted that the introduction of the brand to Hakone Gora reflects the ongoing evolution of Hilton’s luxury portfolio in Japan. He added that the agreement reinforces the company’s commitment to expanding in high-demand luxury markets while responding to changing traveler expectations centered on experience-led hospitality.
The project also illustrates continued investor confidence in Japan’s luxury lodging sector. Through the collaboration between Hilton, THE SANKEI BUILDING CO., LTD., and HASEKO Real Estate Development, the development brings together hospitality management expertise and real estate development capabilities to create a new luxury accommodation offering in Kanagawa Prefecture.
Joseph Khairallah, area vice president and head of Japan, Korea & Micronesia, Hilton, described Hakone as one of Japan’s iconic onsen destinations and said the arrival of LXR Hotels & Resorts in the market represents a new stage of Hilton’s growth in the country. He said the partners aim to develop a retreat inspired by local culture and the natural environment while incorporating personalized service and experiences connected to Japan’s onsen traditions.
From a development perspective, the project aligns with growing demand for luxury hospitality offerings centered on wellness, cultural immersion, and nature-based experiences. Hakone’s established reputation as a hot spring destination provides a foundation for positioning the property within the upper-end hospitality segment, while the LXR brand brings a luxury framework focused on individuality and destination-driven experiences.
The resort’s location within Momijidani further supports this positioning. Surrounded by forest landscapes and seasonal scenery, the site offers an environment that connects directly with the natural characteristics that have long defined Hakone’s tourism appeal. Hilton intends to integrate these elements into the guest experience through a property concept rooted in the destination’s geography and cultural identity.
Upon opening in 2028, the hotel will join Hilton Honors, Hilton’s loyalty program spanning the company’s portfolio of hotel brands. Guests staying at the property will have access to benefits available through the program, including member discounts, flexible payment options using points and cash, complimentary standard Wi-Fi, and digital services provided through the Hilton Honors mobile application.
The addition of LXR Hotels & Resorts in Hakone Gora strengthens Hilton’s presence across Japan’s luxury hospitality landscape while expanding the company’s reach into a destination recognized for its hot spring heritage, natural scenery, and cultural attractions. As the brand continues to add properties across major cities and resort destinations in Japan, the Hakone development represents another milestone in Hilton’s efforts to grow its luxury portfolio through location-specific experiences and partnerships with local development companies.