At Lihim Resorts in El Nido, guests remember more than the shoreline or the waves at their feet. What stays with them is a quiet, thoughtful care—a name spoken gently, a handcrafted basket with a story, and amenities designed not just for comfort, but meaning. It’s a connection that lingers, long after the journey ends.
This caliber of quiet attentiveness is the signature of Araw Hospitality Group: soulful, sincere and distinctly Filipino.
In a world of fleeting getaways and filter-perfect destinations, Araw offers something deeper—an invitation to connect with place, culture, and community.
ROOTED IN CHARACTER AND CONNECTION
Founded in 2019, Araw has quickly grown into one of the most dynamic players in the Philippine travel scene. Its portfolio includes everything from the hidden elegance of Lihim Resorts to the breezy charm of One Hagdan Villas in Boracay and the peaceful escape of Nawa Wellness in Batangas. The UNWND Boutique Hotels—located in Makati, Calatagan, Dumaguete, and Camiguin—add a playful and artistic energy to the brand.
Araw’s diverse destinations may differ in style, but they share a common soul: each one is designed to feel personal, rooted in Filipino identity, and open to meaningful exchange.
Speaking at Araw Rising, the group’s first-ever media premiere held on May 3, 2025, at Palacio de Memoria, ArawHospitality President and CEO Jean Henri Lhuillier explained that every property reflects their larger mission. “Each Araw property reflects this vision—vibrant, character-filled, and rooted in genuine connection,” he said. “At Araw, we go beyond the regular stay—we create meaningful moments.”
TRAVEL WITH PURPOSE
That mission came to life at the event with the unveiling of three new initiatives: Araw Aruga, Araw Rewards, and Araw Lifestyle. Each was designed to enhance the travel experience while giving back to the communities that make it all possible.
Araw Aruga, the group’s corporate social responsibility program, aims to embed care, cultural respect, and sustainability into every aspect of the brand’s hospitality model. Through a landmark partnership with the National Commission on Indigenous Peoples (NCIP), Araw is supporting cultural preservation and creating inclusive opportunities for Indigenous communities.
“This is more than charity,” said Cybille Barcebal, CSR and Wellness Manager. “It’s a way to build hospitality that honors tradition and invites connection.”
The second initiative, Araw Rewards, reimagines loyalty not just as personal gain, but as collective impact. While guests still enjoy perks like room upgrades and VIP access, they’re also given the opportunity to contribute to community programs through donation vouchers included in every booking.
According to Vincent Fajarda, Group Director of Marketing, “Loyalty should go beyond perks—it should make a difference. It’s about making every stay a step toward inclusive progress.”
CULTURE YOU CAN WEAR
Completing the trio is Araw Lifestyle, a curated collection of travel-ready merchandise that turns cultural storytelling into wearable design. Featuring work by Filipino artists, the line includes caps, totes, and apparel inspired by local textures, motifs, and traditions.
The pieces debuted at Araw Rising, offering guests a glimpse of how travel can continue long after checkout—on a canvas bag, a woven detail, a memory carried home. Collaborations with Indigenous artisans are already in development, further rooting the brand in community-based creativity.
BRIDGING PEOPLE AND PLACES
As the sun set over Palacio de Memoria, the energy of the event reflected the deeper purpose behind Araw’s momentum. The brand isn’t just creating destinations—it’s fostering a movement grounded in Filipino values and a sense of belonging.
“We’re not just building properties,” said COO Cornelio Caedo, “we’re building bridges between people and places.”
At a time when travel often feels rushed or transactional, Araw Hospitality Group is proving that the richest journeys are the ones that bring us closer—to ourselves, to others, and to the stories waiting to be discovered in every corner of the Philippines.
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