Parañaque, Philippines — On May 3, 2025, Araw Hospitality Group, the emerging hospitality powerhouse, hosted Araw Rising, its first Media Premiere. The event took place at Palacio de Memoria. Media, partners, and representatives from the Department of Tourism attended.
The hospitality group set out to redefine travel by introducing three groundbreaking initiatives. These are its CSR program Araw Aruga, the loyalty program Araw Rewards, and a merchandise line called Araw Lifestyle. With each project, the group aims to enhance every traveler’s journey while uplifting a distinctly Filipino ethos.
The event opened with a conversation featuring Araw Hospitality President and CEO Jean Henri Lhuillier. Reflecting on the group’s vision, Lhuillier shared: “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.”
Chasing Horizons with Araw Hospitality Group’s Expanding Portfolio
Founded in 2019, Araw Hospitality Group has quickly grown into a dynamic force in the Philippine travel industry. Its portfolio includes a diverse range of properties designed for distinct travel experiences. These range from the secluded elegance of Lihim Resorts in El Nido to the beachfront charm of One Hagdan Villas in Boracay and Bacau Bay Resort in Coron.
Nawa Wellness in Batangas offers a tranquil retreat. Meanwhile, the UNWND Boutique Hotels in Makati, Calatagan, Dumaguete, and Camiguin cater to vibrant, culturally immersive stays. The highly anticipated UNWND Prime in Siargao will open later this year.
Building a Brighter Future with Araw Aruga
The group introduced Araw Aruga, Araw’s corporate social responsibility program. Ms. Cybille Barcebal, CSR and Wellness Manager, presented it. Araw Aruga builds on the principle of creating meaningful hospitality experiences. It places sincere community engagement and sustainable development at the core of every initiative.
Through a landmark partnership with the National Commission on Indigenous Peoples (NCIP), Araw Hospitality aims to foster deeper, more respectful connections with Indigenous communities. The partnership supports efforts to preserve cultural heritage and create spaces where these communities can thrive. NCIP representatives also attended the launch to mark this important collaboration.
Enjoying Radiant Stays with Araw Rewards
Araw Rising continued with the launch of Araw Rewards. Mr. Vincent Fajarda, Group Director of Marketing, presented it. More than just a system of perks, Araw Rewards deepens the guest experience by aligning it with meaningful purpose.
Guests enjoy curated benefits such as upgraded room stays, early access to events, exclusive merchandise, and bespoke experiences. In addition, they can take part in Araw Aruga, the group’s corporate social responsibility movement. Through donation vouchers embedded in their stays, guests can contribute to initiatives that support Indigenous communities. These initiatives help preserve cultural heritage, empower local livelihoods, and expand access to education and employment.
This integration transforms each visit into a meaningful step toward inclusive progress. It reinforces Araw Hospitality’s belief that true service extends beyond property walls and into the heart of the communities it touches.
Carrying Sunshine Wherever You Go with Araw Lifestyle
The program concluded with a showcase of Araw Lifestyle, the group’s curated merchandise line. The collection reflects Araw Hospitality’s commitment to creativity and cultural expression. It features travel-inspired pieces that blend functionality with thoughtfully designed aesthetics.
Araw Lifestyle currently features works by local Filipino artists. It aims to grow into a platform that celebrates diverse creative voices, including, in the future, collaborations with Indigenous artisans. By doing so, Araw Hospitality seeks to honor traditional craftsmanship and bring greater visibility to heritage artistry in a respectful, community-centered way. Each item in the collection extends the Araw experience, rooted in Filipino identity and designed to carry its spirit wherever the journey leads.
A Glowing Season for Araw Hospitality Group
With the success of its inaugural media premiere, Araw Rising, Araw Hospitality Group further solidifies its position as a trailblazer in the Philippine hospitality landscape. The launch of Araw Aruga, Araw Rewards, and Araw Lifestyle, alongside the expansion of its destination portfolio, marks a bold new chapter for the group.
In his closing remarks, Mr. Cornelio Caedo, COO of Araw Hospitality Group, reaffirmed the company’s vision to redefine Filipino hospitality through innovation, inclusivity, and community-driven experiences. Follow Araw Hospitality Group on Facebook at facebook.com/travelwitharaw and on Instagram at instagram.com/travelwitharaw to stay updated on the latest news and offers.
About Palacio de Memoria
Araw Rising took place at Palacio de Memoria, a fully restored pre-war mansion along Roxas Boulevard in Parañaque City. The Lhuillier family owns the sprawling grounds, which feature a 7-story mansion, museum, chapel, and outdoor café. Palacio de Memoria is open to the public. Guests can also book it for private events such as weddings, corporate events, and photoshoots. Interested guests may visit palaciodememoria.com for more information.
