Beat the Heat with Araw Hospitality Group
Emerging hospitality powerhouse Araw Hospitality Group hosts its first media premiere, Araw Rising.
Words Graziella Mateo
Photo courtesy of Araw Hospitality Group
May 21, 2025
Araw Hospitality Group marked a milestone with the launch of Araw Rising, its first-ever media premiere, held on May 3 at the elegant Palacio de Memoria in Parañaque. The event gathered media representatives, partners, and officials from the Department of Tourism to celebrate Araw’s vision for Filipino hospitality.
During the event, Araw unveiled three key initiatives: its corporate social responsibility program Araw Aruga, the guest loyalty platform Araw Rewards, and a lifestyle merchandise line, Araw Lifestyle. Each initiative is a step toward enhancing the Filipino travel experience—with purpose, heart, and local pride.
Fast Rise in Philippine Hospitality
Since its founding in 2019, Araw Hospitality Group has swiftly become a dynamic force in the local travel scene. With properties spanning from Lihim Resort in El Nido and One Hagdan Villas in Boracay, to Bacau Bay Resort in Coron, and culturally immersive destinations like Nawa in Calatagan, Dumaguete, and Camiguin, the group offers a rich spectrum of stays. This year, Araw is set to expand its reach even further with the opening of UNWND Prime Siargao—one of its most anticipated projects to date.
Rays of Hope with Araw Aruga
One of the highlights of the launch was the introduction of Araw Aruga, the company’s CSR program, led by CSR and Wellness Manager Ms. Cybille Barcebal. Rooted in the values of bayanihan, malasakit, and alaga, Araw Aruga champions community engagement and cultural preservation. The program supports indigenous heritage and promotes local craftsmanship—an effort further underscored by the presence of representatives from the National Commission on Indigenous Peoples at the event.
Radiant Perks with Araw Rewards
Araw’s Group Director of Marketing, Mr. Vincent Fajarda, also introduced Araw Rewards, a loyalty program that enhances the guest experience while fostering purposeful travel. Members enjoy perks like room upgrades, early access to events, and exclusive merchandise. Uniquely, Araw Rewards allows guests to give back through donation vouchers that support Araw Aruga’s community programs.
Shine Bright with Araw Lifestyle
Completing the trio of launches was Araw Lifestyle, a curated merchandise line featuring travel-inspired apparel such as bucket hats and shirts that blend practicality with design. More than just souvenirs, these pieces reflect Araw’s commitment to storytelling and community.
Future plans for the brand include collaborations with indigenous artisans and creatives, giving voice to diverse perspectives.
A Vision Rooted in Connection
Araw Hospitality Group President and CEO Jean Henri Lhuillier emphasized the brand’s commitment to creating heartfelt experiences. “Each Araw property reflects this vision—vibrant, character-filled, and rooted in genuine connection. At Araw, we go beyond the regular stay—we create meaningful moments.”
With these new initiatives, Araw Hospitality Group shines a light on how travel can be both luxurious and deeply connected to local culture—inviting guests not just to stay, but to belong.
