ABOUT
a founder's perspective
Why I Believe Luxury Travel Must Do Better — And Can
I have spent over two decades working within the travel and hospitality industry — long enough to see its extraordinary potential, and its quiet contradictions.
I’ve witnessed tourism support conservation, fund education, and protect heritage. And I’ve seen it do the opposite — eroding culture, displacing communities, and extracting value under the guise of luxury.
What I’ve learned is this:
Travel itself is not the problem. Poorly designed systems are.
Kelly Forbes
Founder
Why Sustainability Isn’t Enough Anymore
Sustainability has become a familiar word in travel — but familiarity has diluted its meaning.
Too often, it focuses on doing less harm, rather than asking a more important question: What good can tourism actively create?
This is why I believe regenerative travel matters — not as a trend, but as a mindset shift. One that prioritises long-term stewardship, local empowerment, and accountability over optics.
The Role of Luxury in a Changing World
Luxury travel occupies a unique position. It has resources, influence, and reach.
When designed well, it can:
The properties we select prioritise meaningful sustainability efforts, actively working to reduce their environmental impact and carbon footprint. By offering these alternatives, we aim to encourage travellers to make responsible choices that align with their values, without compromising on the quality of the experience.
- Fund conservation efforts that would otherwise struggle to exist
- Support skilled employment and local leadership
- Protect places from the pressures of mass tourism
The challenge — and the opportunity — lies in directing luxury towards systems that strengthen rather than exploit.
Why I Founded A’ARU Collective
A’ARU Collective was born out of a desire to curate travel differently.
Not more.
Not faster.
But
better.
I wanted to create a space where travellers could trust that the places they visit are aligned with their values — without having to become sustainability auditors themselves.
A’ARU exists to do the due diligence, ask the difficult questions, and champion partners who are building a more responsible future for travel.
Looking Forward
The future of luxury travel will not be defined by how loudly sustainability is marketed — but by how deeply it is embedded.
My hope is that A’ARU Collective contributes to a quieter, more thoughtful travel industry — one where beauty and responsibility coexist, and where travel continues to enrich both the visitor and the visited.
Join me on this journey where you are the force for change.
