CULTURE
CONCEPT
TODAY's TRAVELERS

On the Aurora Culture

For me, building the right culture sits at the center of building an amazing hotel brand. Because our brands are rooted in the idea of empathy hospitality, we aren’t going to be a hotel run by manuals and procedures. We are focused on doing the right thing and, whether you are an employee or guest, making every individual that walks through our doors feel uniquely valued.

On the Concept

I’ve spent over 26 years working in the hotel industry – I started as a waiter and worked my way up to building and launching some of the most interesting and well-regarded hotel brands in the world. Throughout it all, the one thing that has kept me going is my passion for truly delighting people. With Aurora Hotels, we’re not focused on building a hotel that’s cool. We’re not focused on building a hotel that has incredible design. We’re building a hotel that’s about delivering on true hospitality that just so happens to be cool and incredibly designed. And that distinction, around what comes first, is what makes this the most exciting opportunity of my career.

On the needs of
today's travelers

I believe that today's traveler wants an experience that is connected to the place that they are in, and immerses them in the local community. Aurora Hotels is responding with an alternative to the experience offered by the huge brands - when where you stay feels the same, whether you're in Kuala Lumpur or Sydney. We will offer today's traveler a collection of hotels and hotel brands that are both well curated and independently minded.

Abdul Shukoor MBA
Chief Executive Officer
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ENCH

about

True colors of hospitality

We envision a new future of hospitality, which brings together design, technology, and community to create spaces that make everyone feel like they belong.

OUR MISSION

We embrace the philosophy of “family ties” in our business so as to enhance the level of service through empowerment and to provide ultimate satisfaction for our guests.

WHO WE ARE

Diverse expertise
unified by one goal

With over 60 years of combined experience in design, hospitality, management and technology, we are a true collaboration focused on reinventing hospitality experiences. Our core team has spearheaded the development, launch, and day-to-day operations of some of the world's best hospitality brands.

Aurora will lead the way to the future of hospitality, enriching communities around the world by exceeding expectations with true colours of hospitality..

More on the team
Core values

Values that drives us

Start with customers & lead by serving
Practice extraordinary kindness
Be radically candid & move intentionally fast
Dream big and constantly innovate.
Experience
Brands

Great minds think alike.

Partner with us to make something great.