The Hiramatsu Hotels ＆ Resorts Atami

THE HIRAMATSU HOTELS & RESORTS ATAMI is a stylish ryokan gracefully perched on a hill with a panoramic view of Sagami Bay. The “European-style ryokan” was the second of the six HIRAMATSU hotels to be established. ATAMI is a hot spring town where you can sense the culture of many literary giants and influential business figures. The atmosphere of the ryokan enhances the charm to the area, and the concept of a “restaurant where you stay” has become widely recognized.

At its heart is Mayumi Arai, the Okami who has led the establishment since its inception.

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A stunning view of Sagami Bay

“THE HIRAMATSU HOTELS & RESORTS ATAMI opened nine years ago, in 2016. I have been Okami here since the beginning. There are two things I am especially proud of about this ryokan.”

The sukiya-style main building by Master Carpenter Koichi Kinoshita

“The main building, a refined sukiya-style structure crafted by the master carpenter Koichi Kinoshita, is stunning in its attention to detail. From the jet-black roof tiles to the placement of the shoji paper, everything is exquisite. There’s a traditional cha-shitsu – a traditional Japanese tea room – that impresses even professionals with its meticulous craftsmanship, and the ryokan’s plaster walls convey the essence of wabi-sabi, or rustic beauty. The whole design leaves you in awe.”

The view of Sagami Bay

“From the ryokan, the view of Sagami Bay is breathtaking. On clear days, guests can enjoy sweeping views of the islands of Hatsushima and Oshima, and the Miura and Boso peninsulas. Many of our guests are deeply moved by the scenery. I often find myself saying, ‘Thank you, as always’.”

It feels like staying at the relative’s house

“Though the ryokan is blessed with an extraordinary natural setting, it is the staff who bring soul to the experience. The most appealing feature of THE HIRAMATSU HOTELS & RESORTS ATAMI is that it allows guests to feel a sense of nostalgia and tranquility. Our high number of repeat guests clearly demonstrates its appeal. My ideal vision for the ryokan is for guests to feel like they are visiting a ‘relative’s home.’ It might be presumptuous to call them family, but “relatives” feels just right. Many guests even bring souvenirs, much like returning to the home of a close acquaintance, which makes me feel that this vision may already coming true. If that’s the case, it’s truly a joy and an honor for me as the Okami.”

Exquisite French Cuisine in an Elegant, Inviting Setting

“A key element of the ryokan’s experience is the French cuisine, complemented by the hot springs, of course. Head Chef Keisuke Ino and Creative Director Kentaro Suzuki use local ingredients to craft exquisite dishes.Keisuke specializes in traditional French cuisine, while Kentaro brings a modern twist to his French cooking. The local seafood is abundant in ATAMI, and the vegetables are delicious. The chefs often visit the nearby fishing ports and farms to deepen their connections with the local community. The full-course menu combines seafood, vegetables, and seasonal ingredients sourced from across Japan, making for a perfect culinary experience. Some guests, after enjoying the soothing hot springs, come to the dining room in relaxed attire to enjoy a full-course French dinner in a comfortable, at-home atmosphere — a key part of the inn’s unique charm. After all, our concept is that of a ‘restaurant where you stay’ so nothing makes us happier than seeing our guests fully relax during their dining experience.”

The Face of the ryokan is not the general manager but the Okami

“HIRAMATSU HOTELS first opened in Kashikojima (Mie), followed by ATAMI (Shizuoka), Sengokuhara (Kanagawa), Ginoza (Okinawa), Kyoto, and Karuizawa (Nagano). While our hotels were originally restaurant-based, it’s rare for a restaurant to become a hotel. What’s even more unusual is that, at the time of our opening, we did not hire any experienced hotel staff. Instead, our ryokan business was started entirely by team members from HIRAMATSU’s restaurant and bridal divisions. Looking back, it still surprises us, but that was precisely what made HIRAMATSU unique at that time. The founder believed that this approach was essential to truly embodying the spirit of HIRAMATSU as a restaurant.”

“How I came to be the Okami, the founder told me, ‘The face of this ryokan is the Okami. So, I want you to take on that role.’ The founder likely envisioned something similar to a French auberge, where the innkeeper is central to the experience. I believe he had the image of a French auberge in mind, but at some point, he must have realized that a ryokan needs a face, someone who embodies its spirit. He asked me to step into the role just two months before the ryokan was completed.
The reason the founder chose me was simple. ATAMI is a place close to Tokyo, it was easy to anticipate that many distinguished guests would visit, and that their expectations would be quite high. My experience in the bridal business, where I worked with diverse clients, likely led him to believe I could adeptly handle the varied needs of our guests.”

The hotel business started from zero

“My role as the Okami started from scratch, the hotel business was also a brand-new venture. While I only had the know-how cultivated through in the restaurant and bridal services, we had no prior experience in the hospitality industry. One of the biggest challenges was adjusting to the difference in duration of guest stays between a restaurant and a hotel.”

“When we first opened, we received a several feedback and comments from our guests. Those early days were full of challenges, and it probably took about a year and a half for things to settle into place. They were tough, uncertain times, but I managed to continue until today, so I think I can give myself a bit of credit!”

‘Hiramatsu-ism’ and architectural heritage

“Many of other ryokans of The Ryokan Collection have a solid foundation in tradition, culture and history. An important theme for them is often ‘inheritance’, passing down values and spirit from previous generations, or even earlier. For us, the inheritance is not from past generations but from our culture of exceptional hospitality, homed in our restaurant and bridal businesses. In a word, we call this ‘Hiramatsu-ism’.”

“Earlier, I mentioned that staying here feels like visiting a relative’s home. Come to think of it, this sukiya-style building was once a private villa and guesthouse owned by a company executive. Together with his wife, he created an elegant space that showcased exquisite taste in every detail. I think that’s why you can still feel the warmth of living in home throughout space. Perhaps that’s what our guests sense as well, something that puts them at ease and makes them feel truly relaxed. The warmth and charm of traditional Japanese architecture is best experienced in one of the two Premier suites, ‘Ume’ or ‘Matsu’. That said, the same sense of warmth can also be fully enjoyed in our public spaces, such as the entrance, dining room, and terrace. Even something as simple as a shoji screen reflects remarkable craftsmanship, certain parts are so intricately made that we entrust them to skilled artisans in Kyoto. In that sense, preserving the architectural integrity of this sukiya-style building is also an important form of inheritance.”

A Journey from Fashion to Bridal

“Before joining HIRAMATSU, I worked in the apparel industry, but I had always been drawn to the bridal industry. When HIRAMATSU started offering restaurant weddings in 1996, it was ahead of its time, and it was there that I began my journey in wedding coordination. At the time, weddings were still predominantly held in hotels or formal wedding venues. So, what Hiramatsu set out to do was truly ahead of its time, perhaps one or two steps ahead. A wedding coordinator — we call them concierges — listens carefully to every detail of the customer’s wishes, from beginning to end, and creates a fully personalized wedding experience. This time too, we started without hiring anyone with wedding experience from outside. We gradually expanded our network of partners involved in creating weddings, including florists we had worked with through the restaurant and dress shops introduced by our customers. After spending 20 years in the wedding industry, I found myself starting a hotel from scratch once again.”

The establishment of ‘Hiramatsu Academy’

“Looking back to where we started, the present feels like a completely different era. Our guests come to this hotel for many different reasons. Very few are here for active pursuits or outdoor adventures. Some guests come simply to gaze at the sea in silence, others for the exquisite dining, the quiet comfort of the hot spring accompanied only by the sound of the ocean, or even the pleasure of chatting with our staff, as each one values something unique during their stay. As hosts, we aim to be a presence that gently supports our guests while keeping a respectful distance. At the heart of it all, if our guests leave thinking, ‘The best part of this hotel is simply enjoying delicious food and relaxing in the hot spring,’ we believe they will want to return. If guests share their requests with us in advance, we do our best to accommodate them. With only 13 rooms and a face-to-face style of hospitality, we believe this level of personalized service is truly possible. We have just recently launched the ‘Hiramatsu Academy’, an initiative dedicated to passing on the spirit of ‘Hiramatsu-ism’ to the next generation. We aim to educate the next generation on what true hospitality and genuine luxury mean. This includes not only our philosophy, but also cultural and aesthetic knowledge, such as the stories behind Riedel glassware, Bernardaud porcelain, and Edo Kiriko cut glass. What some might call ‘trivia’ is actually quite important, as it often leads to meaningful conversations with our guests. As someone who teaches there myself, I hope to pass on the kinds of real-life insights that aren’t written in any manual.”

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