We aim at characterising the structure of the gas and dust around the high mass X-ray binary GX 301-2, a highly obscured X-ray binary hosting a hypergiant star and a neutron star, in order to better constrain its evolution. We used Herschel PACS to observe GX 301-2 in the far infrared and completed the spectral energy distribution of the source using published data or catalogs, from the optical to the radio range (0.4 to 4x10^4 micrometer). GX 301-2 is detected for the first time at 70 and 100 micrometer. We fitted different models of circumstellar environments to the data. All tested models are statistically acceptable, and consistent with a hypergiant star at ~3 kpc. We found that the addition of a free-free emission component from the strong stellar wind is required and could dominate the far infrared flux. Through comparisons with similar systems and discussion on the estimated model parameters, we favour a disk-like circumstellar environment of ~8 AU that would enshroud the binary system. The temperature goes down to ~200 K at the edge of the disk, allowing for dust formation. This disk is probably a rimmed viscous disk with an inner rim at the temperature of the dust sublimation temperature (~1500 K). The similarities between the hypergiant GX 301-2, B[e] supergiants and the highly obscured X-ray binaries (in particular IGR J16318-4848) are strengthened. GX 301-2 might represent a transition stage in the evolution of massive stars in binary systems, connecting supergiant B[e] systems to luminous blue variables. ; Comment: accepted for publication in ApJ (tentatively scheduled for the December 1, 2014, V796 - 2 issue), 15 pages with emulateapj style