"I am one of Savaneta’s ‘prikichis’ (native children)," says Josy VD Linden (32) with pride. Raised in a large and united family, Josy has always felt a deep love for nature. After an educational and professional journey in the Netherlands, where she studied dentistry, she and her husband, Roel, a Merchant Navy Officer and Engineer, decided to do something different in Aruba—something that aligned with their love for nature.
Josy y Roel
Josy y Roel
Even while living in Germany, they took every opportunity to travel the world, exploring different regions, cultures, and cuisines, or simply hiking in nature. “Looking for ‘the best of both worlds’ and wanting to escape the dark winters in Germany brought Roel and me back to Aruba for a longer stay.” Both felt a strong connection to Aruba, and with each visit, the desire to stay longer grew. “My grandparents' cunucu (traditional farmland) is something magical, filled with precious memories under the mango, mispel, and kenepa trees.” Fate brought them back to Aruba to create NATU, a unique eco-lodging experience.
Josy y Roel
Josy y Roel
Josy and Roel’s great love for nature and adventure inspired them to create a retreat that is more than just a hotel—it's a transformative experience. "When I set a goal, I work with determination, devotion, and dedication to achieve it," Josy explains. NATU is not just a place to rest; it is a tribute to sustainability and reconnection with nature.
"We wanted to combine our love for nature, Roel’s passion for camping, and my preference for comfort and luxury. This led us to create a peaceful retreat that supports and preserves my family’s 110-year-old cunucu. We want to share its magic with nature lovers who want to give back more than they take."
"A little over two years ago, we embarked on this journey, and it has been both rewarding and challenging." Entrepreneurship is a process of personal growth, and NATU was no exception. Josy and Rouel faced significant challenges, from managing remote work from Germany to coordinating with government agencies to bring their vision to life.
"The learning curve has been steep, but it has enriched us deeply. People say starting a business is a ‘whole personal development journey’—well, it truly is! The greatest takeaway from this journey has been the confidence we've gained in ourselves, as individuals, as a team, and in our mission. Many times, we reached breaking points, but the most important thing is to learn the lesson, overcome the challenge, and keep moving forward with determination."
How do you respect the land and environment while setting up a business?
At NATU, our entire philosophy is based on a deep commitment to sustainability and respecting the land our family has called home for generations. Our mission aligns with Aruba’s vision for the future and several United Nations Sustainable Development Goals, particularly those focusing on environmental sustainability, responsible consumption, and community well-being.
As human beings, we are part of nature, and we feel a deep responsibility to protect it. That’s why we partnered with a collective of carpenters in Cape Town and a community in Blantyre, Malawi, to create our unique, custom-designed interiors. This is just one example of our commitment to having a direct, positive impact at the source.
NATU’s luxurious tents showcase our efforts to minimize our carbon footprint. As low-impact shelters already used by nomadic cultures for centuries, we elevated them using sustainable materials and an innovative roof design. This allows for natural ventilation while solar-powered air conditioning complements the system. It is a perfect blend of traditional wisdom and modern technology—an aspect that excites Roel as he continuously seeks innovation.
However, implementing these practices has not always been easy. For example, all materials had to be carried by hand along a narrow footpath in the scorching Aruban sun to avoid cutting trees to make way for trucks. This is just one of the ways NATU remains true to its commitment—something we are incredibly proud of.
At NATU, we offer an experience crafted with care, where guests can fully immerse themselves in nature and become part of a positive change. Designed to help you disconnect from the distractions of daily life and reconnect with nature and yourself, NATU allows you to live in harmony with the environment—waking up to the sound of parrots, feeling the warmth of the morning sun, and knowing that your stay contributes to a regenerative cycle.
You don’t have to sacrifice comfort to enjoy this deep connection with nature. Our custom-designed spaces, made from durable materials, create a sense of abundance while blending seamlessly into the natural surroundings. NATU also provides opportunities to explore and learn about the unique ecosystems, flora, and fauna of the cunucu.
Experience off-grid living in harmony with nature while contributing to Aruba’s environmental well-being.
The future of NATU looks promising. Josy and Roel plan to expand their project with mangrove replanting, farm-to-table experiences, sustainability workshops, and even mindfulness activities like yoga and meditation. "We will also offer nature-based adventures such as mountain biking and guided hikes."
"Learn about nervous system regulation, seek support, and take action. If you don’t know where to start, do your research, find guidance, and take action. And if you ever reach a point where you feel like giving up, remember—after every breakdown comes a breakthrough! Reconnect with your goal, trust yourself and the process, and persevere!"
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