Journeys Masterclass: Kelly Forbes on the Future of Sustainable Luxury
In this exclusive pre-recorded session, travel industry veteran Kelly Forbes, founder of the A’ARU Collective, shares her extensive background in luxury travel, her transition into hotel sales, and the inspiration behind her company.
A’ARU curates sustainable luxury travel experiences that prioritise meaningful connections and authentic local interactions. Kelly explores the evolving expectations of luxury travellers, the increasing importance of sustainability in the industry, and how A’ARU bridges the gap between luxury and responsible travel. She also emphasises the need for hotels to align their values with those of their customers and the growing demand for experiences that foster connection and well-being.
Kelly dives into:
• 25 years of experience in luxury travel
• The inspiration behind A’ARU Collective and sustainable luxury experiences
• Building relationships with customers post-booking
• The evolution of luxury travel towards meaningful experiences
• Why sustainability goes beyond certifications
• The rise of authentic local interactions and multi-generational travel experiences
• The importance of aligning customer and hotel values
• A concierge-style experience that enhances travel
• Mental health and well-being as key travel considerations
Whether you’re planning, marketing, or delivering luxury travel experiences, this masterclass is a must-watch to stay ahead in an industry increasingly focused on sustainability, authenticity, and meaningful connection.
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