Araw Hospitality Group Ramps Up Expansion with CSR, Loyalty, and Lifestyle Initiatives

With Araw Aruga, Araw Rewards, and Araw Lifestyle, the hospitality group sets a new standard for purposeful travel and meaningful guest experiences.

Emerging hospitality powerhouse Araw Hospitality Group marked a major milestone on May 3 with Araw Rising, its first-ever media premiere. Held at the historic Palacio de Memoria, the event brought together media practitioners, industry partners, and officials from the Department of Tourism for an exclusive preview of the group’s latest initiatives — signaling Araw’s ambition to reshape Filipino hospitality through innovation, social impact, and brand expansion.

At the heart of the event were three key initiatives: the corporate social responsibility program Araw Aruga, the loyalty platform Araw Rewards, and the lifestyle merchandise line Araw Lifestyle. Each underscores Araw’s commitment to delivering not just premium travel experiences, but also meaningful engagement with local communities and culture.

From Boutique Roots to National Presence

The event began with a conversation led by Araw Hospitality President and CEO Jean Henri Lhuillier, who reflected on the group’s vision. Lhuillier noted, “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.”

Founded in 2019, Araw Hospitality Group has swiftly carved out its niche with a portfolio that balances luxury, wellness, and cultural immersion. Its properties include the exclusive Lihim Resorts in El Nido, Bacau Bay Resort in Coron, and One Hagdan Villas in Boracay. Meanwhile, Nawa Wellness in Batangas offers a tranquil wellness retreat, and the UNWND Boutique Hotels in Makati, Calatagan, Dumaguete, and Camiguin deliver edgy, locally attuned stays. The much-anticipated UNWND Prime in Siargao, slated to open later this year, is set to elevate the group’s boutique offering even further.

Araw Aruga: CSR at the Core

Presented by CSR and Wellness Manager Cybille Barcebal, Araw Aruga stands out as a cornerstone of Araw’s business model. Developed in partnership with the National Commission on Indigenous Peoples (NCIP), the program goes beyond standard CSR, aiming to embed community engagement and cultural preservation into the company’s DNA. Through this collaboration, Araw seeks to ensure its growth positively impacts Indigenous communities — from cultural preservation to creating inclusive economic opportunities.

Araw Rewards: Purpose-Driven Loyalty

Group Director of Marketing Vincent Fajarda unveiled Araw Rewards, a loyalty program designed to strengthen guest relationships while advancing the company’s social mission. Guests can access exclusive perks, including room upgrades, early access to events, and curated experiences. Uniquely, the program also integrates donation vouchers into bookings, empowering guests to contribute directly to Araw Aruga initiatives — an approach that links brand loyalty with social responsibility, reinforcing Araw’s position as a values-driven hospitality leader.

Araw Lifestyle: Extending the Brand Beyond the Stay

The event concluded with a preview of Araw Lifestyle, the group’s newly launched merchandise line. Designed in collaboration with local artists, the collection reflects Araw’s creative ethos and commitment to cultural expression. Plans to engage Indigenous artisans in future collaborations highlight the brand’s intention to promote heritage craftsmanship while diversifying its revenue streams.

Redefining Filipino Hospitality

In his closing remarks, COO Cornelio Caedo emphasized Araw’s vision of “redefining hospitality through innovation, inclusivity, and community-driven experiences.” With Araw Rising, the group signals its readiness to scale — not just geographically, but in terms of social relevance and brand influence.

As Araw Hospitality Group charts its next phase of growth, its integrated approach — blending business innovation, cultural stewardship, and guest-centric design — positions it as a brand to watch in the evolving Philippine hospitality market.