Onsen Retreat: LXR Plants Flag in Hakone's Gora District

Announced June 5, 2026, Hakone Gora, LXR Hotels & Resorts will open in summer 2028, marking Hilton's first property in Hakone. The project is a collaboration between Hilton, THE SANKEI BUILDING CO., LTD., and HASEKO Real Estate Development, Inc.

This move underscores a broader trend: Japan's luxury tourism and wellness sectors are expanding, driven by travelers seeking nature, culture, and relaxation. Hakone, a prominent hot spring destination, stands to gain further international appeal from this addition.

The Kanagawa Prefecture location is a favored escape from Tokyo, drawing millions annually with its volcanic landscapes, natural hot springs, mountain vistas, traditional ryokans, and Mount Fuji views. Hakone’s blend of natural beauty, cultural heritage, and accessibility solidifies its position as a key Japanese tourism market.

The new LXR property will specifically be located in Gora, one of Hakone's most esteemed resort districts. Known for its traditional hot springs and scenic surroundings, Gora is situated amidst forests and mountains.

The resort will overlook Momijidani, a celebrated autumn foliage spot. This setting promises guests year-round access to seasonal displays, from vibrant autumn colors and spring blossoms to winter mountain scenes and summer greenery. Nature-based tourism remains central to Hakone's allure.

Our take: LXR's entry into Hakone is strategic. While the region is already established, the LXR brand targets a discerning global traveler. This will inevitably elevate the luxury benchmark for onsen resorts in the area, potentially challenging existing high-end ryokans to innovate further rather than relying on tradition alone. It's a calculated play for a piece of Japan's booming wellness tourism pie.