Hyatt Hotels Corporation has announced plans to introduce its Alila luxury hospitality brand to Japan through the development of Alila Sengokuhara Hakone, a new mountain resort scheduled to open in 2028. Developed under an agreement with Fujita Corporation, the project marks the first Alila property in Japan and represents another step in Hyatt's long-term expansion strategy for the country.
The announcement was made by Hyatt Hotels Corporation on June 29 from its headquarters in Chicago. The new resort will be located in Sengokuhara, a highland district within Hakone that is widely recognized for its natural hot springs, seasonal landscapes, cultural attractions, and mountain scenery. Situated inside Fuji-Hakone-Izu National Park, the destination has long attracted both domestic and international visitors seeking wellness, nature, and cultural experiences.
For Hyatt, the project extends the company's luxury portfolio while increasing its brand presence in one of Asia's established hospitality markets. The addition of Alila will expand Hyatt's portfolio in Japan from nine brands to ten, supporting the company's broader ambition to double its presence in the country over the next decade.
David Udell, Group President, Asia Pacific at Hyatt, said the company is introducing the Alila brand to Japan following its continued growth across global markets. The brand currently operates 19 properties worldwide, including 13 across Asia. According to Udell, the project will provide additional travel options for both domestic and international guests while reflecting Alila's philosophy of connecting hospitality with local culture and the surrounding environment.
The project also strengthens Hyatt's existing relationship with Fujita Corporation, a partnership that has included previous hospitality developments. Fujita currently owns Grand Hyatt Seoul and most recently served as contractor for Park Hyatt Niseko HANAZONO. The collaboration on Alila Sengokuhara Hakone builds on that longstanding relationship as both companies expand their presence within the regional luxury hospitality sector.
Yoji Okumura, President of Fujita Corporation, said the development will combine Sengokuhara's natural environment with expertise in architecture, interior design, and landscaping. He noted that the company expects the property to establish a new benchmark for luxury resorts in Japan while welcoming visitors from both Japan and overseas.
The planned resort will feature 60 guestrooms, including 11 suites, with every accommodation offering a private natural hot spring bath. The property has been designed around Japan's onsen culture, allowing guests to experience Hakone's mineral-rich thermal waters within individual guest rooms while complementing the destination's long-standing wellness tradition.
Wellbeing will extend beyond the private onsen experience through additional facilities integrated into the surrounding landscape. Plans include a yoga deck positioned within the natural environment to support movement, relaxation, and outdoor experiences aligned with the Alila brand's approach to holistic wellbeing.
Architecture forms another defining component of the development. The project has been designed by internationally acclaimed architectural firm Kengo Kuma and Associates, whose concept emphasizes harmony between the built environment and the site's mountainous terrain. Rather than reshaping the landscape, the design follows existing elevation changes while incorporating natural light and locally inspired material expression throughout the property.
Kengo Kuma said the architectural vision is intended to blend seamlessly into Hakone's natural setting by allowing the resort to become part of the landscape itself. The design approach incorporates gradual transitions between indoor and outdoor spaces, enabling surrounding forests and mountains to remain central elements of the guest experience.
Food and beverage offerings will also reflect the property's connection with its destination. Hyatt said the resort's restaurant and bar will focus on locally sourced ingredients drawn from nearby fields, forests, and coastal waters. Seasonal menus will highlight regional produce and ingredients selected for their connection to Hakone and the broader Japanese landscape, supporting the property's emphasis on place-based hospitality.
The guest experience will further include Alila Moments, the brand's signature collection of curated destination experiences. At Alila Sengokuhara Hakone, these programs are intended to introduce visitors to Hakone's landscapes, artistic traditions, seasonal customs, and historic relationship with healing waters. The initiative aligns with Alila's broader hospitality philosophy of creating experiences rooted in local culture and community.
Beyond the resort itself, the development carries strategic significance for Hyatt's growth across Japan. As of March 31, 2026, Hyatt's portfolio comprised more than 1,500 hotels and all-inclusive properties across 83 countries. Japan currently hosts 22 Hyatt hotels representing nine brands, with Alila becoming the company's tenth brand in the market upon the resort's opening.
The introduction of Alila also adds another destination to the luxury segment of Hyatt's global portfolio, which includes brands such as Park Hyatt, Miraval, Impression by Secrets, and The Unbound Collection by Hyatt. Within this portfolio, Alila focuses on immersive luxury experiences that combine environmental integration, local culture, and holistic wellbeing.
Construction of Alila Sengokuhara Hakone is expected to conclude ahead of its planned opening in 2028. Once completed, the resort will bring together architecture, private onsen experiences, locally inspired dining, and destination-focused programming within one of Japan's best-known mountain resort regions while supporting Hyatt's continued expansion strategy in the country's luxury hospitality market.
