The Lhuillier Group, known in the country for its pawnshop operations, is now reaching out to Indigenous Peoples (IP) to promote their culture and heritage, while spearheading programs to preserve the environment affected by its hotel operations through Araw Hospitality Group’s corporate social responsibility flagship project, "Araw Aruga."

“At Araw Hospitality Group, we are making sure that IP culture, heritage, and the environment are being taken care of. This is the reason we partnered with the National Commission on Indigenous Peoples (NCIP) — to let our guests know that these IP tribes were the ones who started the Filipino culture. It is an important point that needs to be shared with our guests,” said Jean Henri Lhuillier, the “chief enlighter” and CEO of Araw Hospitality Group, during the unveiling of "Araw Aruga" at the Palacio De Memoria in Parañaque City on Saturday, coinciding with the celebration of International Sun Day.

On its website, Araw Hospitality Group stated that everyone in the company is committed to responsible ownership of endeavors that passionately support the environment and local communities. The firm views its personnel and management as stewards of the world, committed to ensuring positive action for the environment.

Under Lhuillier’s Araw Hospitality Group, it manages brands such as Lihim Resort and Dockyard by Araw Residences in El Nido, Palawan; UNWND Boutique Hotels in Makati, Calatagan (Batangas), Dumaguete, and Camiguin Island; One Hagdan Villas in Malay, Aklan; Le Soleil de Boracay in Boracay; NAWA Wellness in Calatagan; Bacau Bay Resort in Coron, Palawan; and Casa Sibulan in Dumaguete.

“What is important to me and for all Filipinos is for us to know where our roots come from. It is also imperative for us to let foreign visitors know our culture,” said Lhuillier.

He said "Araw Aruga" focuses on Filipino core values, namely bayanihan, malasakit, and alaga.

“Araw Aruga serves hotel guests and communities with truly Filipino hospitality deeply rooted in genuine care for family, environment, education, and community. We pledged to work hand-in-hand with the NCIP to promote IP heritage and uplift their livelihood. We also support local craftsmanship and patronize IPs’ farm-to-table produce for sustainable development. Araw Aruga is where sincerity, culture, care, and impactful change are intertwined to create experiences and lasting memories,” according to Lhuillier.

To prove this, he said Araw Hospitality Group, through its Lihim Resort in El Nido, recently committed to developing the livelihood of local businesses and individuals. They initiated a partnership with local fishermen from Sitio Caalan in El Nido wherein Araw Hospitality Group’s team of chefs directly sources sustainable catch from fisherfolk.

Lihim Resort’s villas are also adorned with pieces of handicrafts from the Rurungan sa Tubod Foundation, a non-profit organization based in Puerto Princesa, Palawan.

Further, to arm single mothers with an alternative source of income, UNWND Luxury Hostel Poblacion in Makati City hosted a class and demonstration on the fundamentals of massage therapy.

In its environmental efforts, Araw Hospitality Group’s Lihim Resort team collected trash along its beachfront, sorted it, and prepared it for proper disposal in celebration of World Oceans Day.

A consistent partnership with the Municipal Environment and Natural Resources Office (MENRO) of Palawan is also in place, aimed at diving and collecting crowns of thorns from various dive sites to save El Nido’s coral reefs.

NCIP commitment

Meanwhile, Glenda Pua, director of NCIP, said that collaborating with Araw Hospitality Group is symbolic, marking new beginnings, renewed hope, and a shared pursuit of progress grounded in love for culture, community, and the spirit of Filipino hospitality.

“The NCIP is proud to partner with Araw Hospitality Group, a company that has demonstrated an unwavering commitment to uplifting Indigenous Cultural Communities through thoughtful and impactful initiatives. Under the visionary leadership of Jean Henri Lhuillier, Araw Hospitality Group has embraced a deeper meaning of hospitality — one that transcends comfort and luxury,” she said in a speech.

Pua commended Araw Hospitality Group for work that honors the land, the people, and the traditions that breathe life into every destination.

“Through their flagship CSR program, ‘Araw Aruga’, they have consistently championed local development while embedding the rich cultures and traditions of Indigenous Peoples into their operations and guest experiences. This partnership is not just symbolic — it is strategic and deeply meaningful. Together, we are creating platforms that provide Indigenous Peoples with opportunities for cultural exchange, livelihood generation, capacity building, and education,” she added.

The Department of Tourism, through National Capital Region Director Assistant Secretary Sharlene Zabala Batin, who also graced the occasion, expressed support for Araw Hospitality Group’s efforts, especially in preserving the customs and traditions of IPs and protecting the environment.

Expansion

Araw CEO Lhuillier, in a separate interview, revealed plans to establish another property in Siargao Island this year, with additional hotels and villas to follow in the coming years for local and international tourists.

Founded in 2019, Araw Hospitality Group was inspired by a desire to redefine the travel experience and hospitality management.

Its operations were temporarily halted when the global COVID-19 pandemic was declared in March 2020.

Its UNWND Poblacion Makati was the first to resume operations in late 2020, followed by the reopening of its Lihim property in El Nido in 2021.

With villas and hotels in key travel destinations across the country, Araw Hospitality Group aims to showcase Philippine culture, arts, flavors, and the country’s distinct brand of hospitality.