Hyatt Hotels Corporation has announced plans to introduce its luxury Alila brand to Japan with the opening of Alila Sengokuhara Hakone in 2028. Developed under an agreement with Fujita Corporation, the resort will mark the debut of the Alila brand in Japan, bringing its philosophy of mindful luxury to Sengokuhara, a highland district in Hakone renowned for its natural hot springs, mountain landscapes and tranquil surroundings.
Located within Fuji-Hakone-Izu National Park, Sengokuhara is one of Japan’s most celebrated mountain resort destinations, known for its mineral-rich onsen, open grasslands, forests, volcanic terrain, art museums and panoramic views of Mt. Kintoki. The destination is particularly famous for its seasonal pampas grass fields, making it a natural setting for Alila’s first Japanese property.
Commenting on the announcement, David Udell, Group President, Asia Pacific, Hyatt, said, “With 19 properties globally, including 13 in Asia, we are excited to announce plans to introduce the Alila brand to Japan. 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 resort has been designed by internationally acclaimed Kengo Kuma and Associates, with an architectural philosophy centred on harmony with the surrounding landscape. Rather than dominating the site, the property will follow the natural contours of the mountain terrain, integrating forests, natural light and local materials to create a seamless transition between indoor and outdoor spaces.
Explaining the design vision, Kengo Kuma said, “We are designing a hotel that will blend seamlessly into Hakone’s magnificent natural setting. 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 resort will comprise 60 guestrooms, including 11 suites, with every accommodation featuring a private natural hot spring bath, allowing guests to experience Hakone’s renowned onsen culture in complete privacy.
Wellness will extend beyond the guestrooms through a range of experiences centred on movement, nature and mindfulness. The property will include a yoga deck immersed in the surrounding landscape, offering guests a tranquil space for relaxation and rejuvenation.
Dining at Alila Sengokuhara Hakone will reflect the brand’s commitment to local and seasonal cuisine. The resort’s restaurant and bar will showcase menus inspired by Hakone’s surrounding forests, fields and waters, using locally sourced ingredients to create refined dishes that celebrate regional flavours and Japanese culinary traditions.
The resort will also introduce Alila Moments, a collection of immersive experiences designed to connect guests with Hakone’s culture, nature and traditions. Guests will have opportunities to discover the destination through its landscapes, artistic heritage, seasonal rituals and long-standing relationship with healing waters, creating a stay that extends beyond conventional luxury hospitality.
The project further expands Hyatt’s longstanding partnership with Fujita Corporation, which has previously collaborated with the hotel company on several landmark developments, including Grand Hyatt Seoul and Park Hyatt Niseko HANAZONO.
Commenting on the partnership, Yoji Okumura, President of Fujita Corporation, said, “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. 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.”
Named after the Sanskrit word for ‘surprise’, Alila is recognised globally for creating deeply personal experiences that connect travellers with local culture, communities and nature while placing wellbeing at the centre of the guest journey.
The addition of Alila Sengokuhara Hakone will strengthen Hyatt’s footprint in Japan, where the company currently operates 22 hotels across nine brands. The opening will introduce Hyatt’s 10th brand in the country and support the company’s broader ambition to double its portfolio in Japan over the next decade. Globally, the Alila brand currently comprises 19 properties, including 13 across Asia.
