we redefine what it means to travel in luxury

Founded by Kelly Forbes, a passionate advocate for sustainable travel with over 25 years of experience in high-end hospitality, our vision goes beyond creating exceptional stays - we aim to inspire positive change and nurture a deeper connection between people and the world around them.

Born out of Kelly’s desire to reshape the industry and offer more than just convenience, A'ARU Collective is built on relationships, not transactions. Guided by her expertise and unwavering commitment to responsible practices, we curate transformative experiences that embody elegance, authenticity, and considered choices - ensuring that each stay is not just extraordinary, but meaningful.

Through a blend of meticulous personal service and a focus on sustainability, we are setting a new standard for discerning travellers who value both indulgence and impact. 

Welcome to a place where luxury meets purpose, and every journey becomes a catalyst for positive change.

Luxury with Purpose

Our commitment to sustainability goes beyond mere words and ticking a box; it's a core value and guiding principle, especially when it comes to selecting the hotels in our portfolio.

We have wholeheartedly embraced the United Nations 17 Sustainable Development Goals (SDGs) as our framework for our meticulous hotel selection process. These goals, endorsed by world leaders, steer our process towards a more sustainable world for both current and future generations.

considered CHOICES

In today's world, customers have a plethora of options when it comes to booking travel. We value the power of choice and acknowledge that there are many platforms available for booking your next trip. However, selecting A'ARU transcends a mere transaction; it's about championing an independent company and engaging in a circular economy.

As a female-founded company, we are dedicated to providing a unique and ethical travel experience for forward-thinking travellers. Our meticulous selection process ensures that each property in our handpicked portfolio meets our high standards of ethical luxury and individuality. Though our current selection of hoteliers may be modest, we are constantly scouring the globe to expand our offerings and provide you with the best options for your next journey.

By booking through A'ARU, you don't just make a reservation; you join a community that values sustainability, transparency, and empowerment. Choosing A'ARU signifies more than a booking—it symbolises a meaningful step towards a vision we proudly share with you.