Our Story

What A’ARU seeks to do is refreshingly simple: to open the door to reliably better travel choices that everyone can trust. One hub, one whole host of luxury hotels that meet strict, globally recognised requirements.


Streamlined sustainability, at your service and all in one place.


Sustainable, ethical travel is not one-size-fits-all. Nor is it a tick-box exercise.


It is nuanced and ever-evolving.


Both our hotel members and travellers can be confident that ease does not mean cutting corners: our hotels are thoroughly vetted to make sure they demonstrate they can walk the walk, as well as talk the talk.


We respect that while our audience might not have the time or knowledge to research these sustainability credentials on their own, they do earnestly want to make a difference and become better, more conscious travellers.


Our standards are high, but our minds are open. We’re serious about our shared ethical and environmental goals, without losing the romanticism of high-end hotel stays.

A woman in a black sweater is sitting on the floor and smiling.

Kelly Forbes,

Our Founder

Welcome to A'ARU Collective,


At the heart of our company is a commitment to sustainable travel and positive change. With over 25 years of experience in the luxury travel segment and a background working with hotel brands dedicated to making a difference, I, Kelly Forbes, founded A'ARU Collective with a burning desire to revolutionise the industry.


Driven by the vision of creating travel experiences that my children will one day be proud of, I embarked on a journey to champion transparent and sustainable travel. Fuelled by frustration with impersonal online travel agencies, I set out to build a company that offers not just convenience, but also purpose and personalised care.


Through A'ARU Collective, we blend expertise with a dedicated concierge team to provide every traveller with the attention and support they deserve. Our goal is to establish a new benchmark in luxury travel, where sustainability, community engagement, and exceptional service are at the

forefront.


I've seen the industry evolve over the years, and I believe that travel can be a catalyst for positive transformation. Join me on this journey where you are the force for change. Whether you're booking a trip or simply following our story, together, we can make a difference.


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