Luxury through nature’s lens

Great leadership in business goes beyond profits; it creates spaces that inspire, empower and leave a lasting impact. In today’s world, women leaders are increasingly shaping industries by bringing their unique perspectives, empathy and vision to the forefront. Priya Thakur, Founder and CEO of Larisa Resorts, exemplifies this approach in the luxury hospitality industry. With a deep connection to her roots in the mountains of Manali and an unwavering belief in heartfelt service, Thakur has redefined what it means to lead with purpose in a competitive and evolving market.

Under her leadership, Larisa Resorts has grown into a luxury brand that prioritises sustainability, personal connections, and innovative guest experiences. For Thakur, the journey began with a vision to create spaces where guests could rediscover luxury through the lens of Nature and culture. “I’m from Manali, and I have always been inspired by the natural beauty and the simplicity of the people in the mountains,” she shares. Her transition from marketing roles to leading a hospitality venture brought fresh perspectives that disrupted the industry, allowing Larisa Resorts to offer something uniquely personal and intimate in a crowded market.

Leadership built on sincerity and innovation 

As a hands-on leader, the CEO emphasises on the importance of sincerity, dedication and attention to detail in every aspect of her work. “You can lead by example, and hence you will always find me working hands-on,” she explains. Thakur leadership philosophy is built around the belief that innovation stems from genuine curiosity and collaboration. By fostering a culture of creativity, she ensures that Larisa Resorts remains a leader in both guest satisfaction and operational efficiency.
“Innovation is a systematic process,” she adds. The brand’s think tank, composed of collaborators from diverse fields, plays a key role in bringing fresh perspectives, ensuring that the hotel industry not only grows but nurtures local ecosystems and communities.

A fresh perspective

One of the most unique aspects of Larisa Resorts’ journey is the founder’s non-traditional path to hospitality. Having previously worked in sales and marketing roles at PVR Cinemas and Fosters India Limited, her experience in different industries shaped her unconventional approach to the luxury hotel business.
“In our case, it worked because we were not from the industry, and we could be disruptors in solving business problems differently,” she shares. Rather than being bound by industry norms, she brought a fresh perspective that allowed her to think outside the box and craft unique experiences for guests.

Building a brand that thrives on guest experience 

Under her leadership, Larisa Resorts has seen impressive growth. But what sets the brand apart is its unwavering focus on the guest. “We have always preferred the guest as our anchor point for redefining our process,” she says. The key to sustaining revenue and visibility in a competitive market lies in this guest-centric approach. Repeat guests are crucial to the brand’s success, and providing a consistent, high-quality experience is paramount.

The company follows a unique NAP (Nature, Architecture, Personalisation) framework to ensure they remain focussed on their core values. Each property reflects its natural surroundings, as the founder believes that the brand’s identity, rooted in the landscapes of Lahaul and Buddhist-Hindu culture helps guests feel connected to the region.

Experiential activations

Another area where Larisa Resorts excels is experiential activation. In today’s age of ‘clutter’, as the founder describes it, guests are looking for experiences that are both memorable and unique. “Humans love genuine care and they buy based on how you have made them feel,” she says. The brand’s properties are designed to ensure that guests feel cared for and understood, with personalised services that anticipate their needs.
“Our staff undergoes special training to be responsive and receptive to unseen guest needs,” she adds, emphasising on the human touch that defines the brand’s approach to hospitality. In addition to personalised services, Larisa Resorts hosts seasonal creative residencies where artists, musicians and creators are invited to share their talents, enriching the guest experience while also benefiting the local community.

Challenges and solutions

The luxury hospitality industry is not without its challenges, and Larisa Resorts has faced its share. One key challenge has been ensuring the right type of guest matches the brand’s offerings. “When you design a space, you have an audience in mind, and when they experience the thought behind the craft, it is an epiphany,” she explains. The goal isn’t just to fill rooms, but to attract guests who appreciate the brand’s unique vision. To address this, Larisa Resorts has integrated data-driven decision-making into its marketing efforts. By ensuring that the right traffic is directed to the brand, they can co-create a memorable experience with their guests, blending business strategy with heartfelt service.

Staying true to core values

Despite the fast-paced nature of the hospitality industry, Larisa Resorts has managed to stay true to its core values: authenticity, sustainability and heartfelt service. “We do anything and everything from the heart,” says the founder. For Thakur, hospitality isn’t about following standard operating procedures; it’s about creating genuine connections with guests.
This philosophy extends to the design of the properties as well. Larisa Resorts’ architecture and interiors reflect the local culture and aesthetics of the regions they are located in, ensuring that guests feel at home in a space that is both luxurious and rooted in the local environment. “We didn’t want the standard formats of what hotels do. We try to adapt local aesthetics, keeping comfort in mind,” she explains. This blend of luxury, comfort and local culture is what makes Larisa Resorts a standout in the industry.

Looking forward 

As Larisa Resorts continues to grow, its commitment to personalised service, sustainable luxury, and heartfelt hospitality remains unwavering. She emphasises, “We want to be the go-to stay for global citizens or global travellers who are travellers and not tourists. We want to be providing them with a platform where they can actually come stay with us, take back something with them, maybe friendship. We also want to focus a lot on the local community. We want to take the community along with us.” 
With a strong foundation built on authenticity and innovation, the brand is set to continue redefining luxury hospitality, one unforgettable guest experience at a time. “We are soon diverging into Wellness tourism and also Affordable segments because we believe A good and dignified stay is every consumer’s right,” she further adds.

Nikita Meshram

BW Reporters