At A'ARU Collective

we redefine luxury travel through meaningful experiences that reflect values and purpose

Founded by Kelly Forbes, a passionate advocate for responsible travel with over 25 years of experience in luxury 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 transparency, we are setting a new standard for discerning travellers who value both  pleasure and purpose. 

Welcome to a place where luxury aligns with purpose, inspiring a vision for meaningful journeys and serving as a catalyst for positive change.

Luxury with Purpose

Our commitment to transparent and responsible experiences 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 a world full of travel options, choosing A’ARU is about more than just booking a trip—it’s about supporting an independent, female-founded company driving change.

We offer a unique, ethical travel experience for discerning travellers. Our carefully curated portfolio meets high standards of luxury, individuality, and ethics. While our selection is small, we prioritise quality and work with partners who share our values, ensuring each journey is meaningful and exceptional.

Booking with A’ARU means becoming part of a community that values ethical travel, where each trip is guided by our commitment to meaningful, responsible choices.