In an exclusive virtual interaction with Shiva Y from Entrepreneur News Network, Priya Thakur, the visionary CEO and Founder of LaRiSa Resort, shared her inspiring entrepreneurial journey. From bridging market gaps in hospitality to redefining luxury experiences, Priya elaborates on her innovative strategies, challenges, sustainability efforts, and advice for aspiring entrepreneurs. Below is the detailed interview.
What motivated you to venture into hospitality after a successful marketing career?
Priya shared that her transition from a career in marketing with leading companies like PVR to establishing LaRiSa Resort was driven by a clear gap in the hospitality market:
“Back then, travelers had limited options—either expensive star-rated hotels or basic accommodations lacking the holiday experience people desired. I saw an opportunity to introduce boutique luxury resorts that combine premium service with a relaxed, nature-focused environment.“
She emphasized that the idea was to create a space where guests could truly unwind, experience local culture, and escape the monotonous hotel structures found in urban settings.
How does LaRiSa Resort deliver unique, customized experiences?
Priya explained LaRiSa’s commitment to personalization:
“We strive to curate special experiences tailored to each guest. For instance, instead of generic tourist itineraries, we arrange exclusive activities like private rafting or secluded treks surrounded by nature.”
She also highlighted their focus on comfort:
“We prepare for our guests even before their arrival, such as pre-heating rooms in winter or arranging meals in advance after a long journey. These small yet thoughtful touches create a sense of care and comfort that stays with the guests.”
What role does innovation play in LaRiSa’s success?
Priya highlighted the importance of innovation in redefining hospitality:
“Traditional hospitality often feels transactional. At LaRiSa, we aim to make it relational. By engaging with our guests personally, understanding their preferences, and designing memorable experiences, we add value beyond what they expect.”
She noted that this approach has set LaRiSa apart, particularly in the post-COVID era, where travelers increasingly seek experiences that blend luxury with connection to nature.
What challenges have you faced as a woman entrepreneur in the hospitality industry?
Priya candidly discussed the dual challenges of being a newcomer to the industry and navigating a male-dominated sector:
“Switching industries was daunting. Hospitality professionals often approach operations with rigid SOPs, while I brought a consumer-first mindset. Breaking stereotypes, especially as a woman in project management, was another hurdle.“
She shared an anecdote:
“One professional insisted that front-office staff should stand throughout their shifts. I disagreed, believing in treating employees well to ensure they deliver the best service to guests.”
Her inclusive leadership style has resulted in a remarkably low attrition rate, with many employees growing alongside the brand.
How does LaRiSa integrate sustainability into its business model?
Priya emphasized that sustainability is a core value for LaRiSa, though achieving complete eco-friendliness is a challenge:
“We’ve eliminated single-use plastic bottles in most areas and implemented rainwater harvesting and solar energy at many properties. We also use organic waste to produce manure for our gardens.“
LaRiSa partners with Healing Himalayas, an NGO focused on environmental conservation. Priya added:
“While we can’t be 100% sustainable due to certain constraints, we continuously find ways to reduce our carbon footprint and encourage mindful consumption among guests.
What advice do you have for aspiring female entrepreneurs?
Priya offered a message of empowerment:
“If you believe in your vision, you can achieve it. Coming from a small village in Himachal, I had no background in hospitality but took the leap. The key is to surround yourself with the right people and remain dedicated to your goals.“
She emphasized the importance of resilience and adaptability, sharing:
“Challenges will come, but with determination and the courage to take risks, you can turn obstacles into opportunities.”
How has LaRiSa sustained growth and built a loyal customer base in the competitive luxury sector?
Priya attributed LaRiSa’s success to prioritizing customer satisfaction over immediate ROI:
“Instead of cutting corners to save costs, we focused on delivering exceptional experiences in our early years. Happy customers become ambassadors, spreading word-of-mouth recommendations that money can’t buy.“
She revealed that LaRiSa is now on track to operate 30 properties by March next year, a testament to their commitment to quality and innovation.
What is LaRiSa’s approach to marketing and customer retention?
Priya highlighted their balanced approach:
“While we partner with OTAs and travel agents, our goal is to increase direct customer bookings to understand their preferences better. This helps us personalize their stays and build stronger relationships.”
Currently, LaRiSa maintains an equal mix of direct bookings, OTA collaborations, and local travel agent partnerships.
What’s next for LaRiSa Resort?
Priya shared exciting plans for the future:
“Next year marks LaRiSa’s 10th anniversary. We are in advanced talks for a merger and plan to expand our portfolio significantly. Our journey so far proves that a guest-focused approach and commitment to excellence yield long-term success.”
Conclusion
Priya Thalur’s journey from a marketing professional to a leader in boutique hospitality exemplifies the power of innovation, sustainability, and leadership with empathy. LaRiSa Resort’s growth is a testament to her dedication to creating meaningful experiences for guests while fostering a culture of care and inclusivity within her team.
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