The Guardians of Hospitality

“Atithi Devo Bhava”, the guest is God, is deeply rooted in Indian tradition. The maxim elevates hospitality from a social courtesy to a sacred duty.

With over 40 years of experience in the hospitality industry, The Lalit Suri Group, is a force to be reckoned with. Dr. Jyotsna Suri, at the helm of the business, has expanded the brand’s reach. The group operates 14 hotels: 12 luxury and two mid-scale in India. In 2017, the group opened The LaLiT London, marking its foray internationally.

The Bharat Hotels chain was founded by the late Lalit Suri. The chain of hotels was later rebranded as the Lalit Group in 2008. His wife, Dr. Jyotsna Suri, took over as chairperson and managing director in 2006, and continues to lead the group.

When she took over the business, she was responsible to take the legacy ahead; but emotionally it was an overwhelming phase.

It was her workforce and family that pushed her through the difficult times. Fast forward, under her aegis, the group has achieved new milestones. Her work transcends boundaries, as she is the first Indian woman to have received the Imperial honour since its commencement for foreign nationals in 1981.

“Going forward, our focus is on strengthening our existing assets, expanding strategically in high-potential markets, and continuing to build a brand that reflects India’s warmth, inclusivity and culture,” said Dr. Jyotsna Suri, chairperson & MD, The LaLiT Suri Hospitality Group.

The massive boom in the travel industry worldwide has boosted the group’s portfolio in the past ten years.

Luxury today is less about opulence and more about meaning. Travellers are seeking immersive experiences, wellness-led escapes, eco-conscious stays and a deeper connection with nature and culture. Luxury wellness is a fast-growing category, and eco-tourism is picking up in India. This shift toward mindful, experience-driven travel is what’s shaping the next phase of luxury hospitality in India.

In luxury, the group’s next key milestone is the upcoming Ahmedabad property on the banks of the Sabarmati – a destination that blends culture, spirituality and modern luxury. In the mid-scale segment, “We see strong potential along India’s growing religious and pilgrimage circuits, with Chitrakoot being a strategic focus. Across both segments, our approach remains thoughtful and quality-first, ensuring every new opening stays true to our service culture and brand ethos,” she explains.

“My focus right now is firmly on India. The domestic market holds immense potential, with evolving travel tastes, emerging destinations and a strong appetite for quality hospitality. At this stage, we are not looking at international expansion,” she adds.

One of the key aspects of hospitality is GST regulations. GST has brought much-needed structure and transparency to the system, and that is a positive step for the industry. “However, when we compare India’s GST rates with several Southeast Asian destinations, our rates are still significantly higher, which impacts competitiveness in the global tourism market. Additionally, the hospitality sector continues to deal with multiple licenses and layered compliances. A move towards further rationalisation both in taxation and approvals would greatly improve ease of doing business and encourage faster growth across the sector,” Dr. Suri adds.

Keshav Suri, the next gen in the business, executive director of the group, is giving wings to the vision by keeping the values intact and adding a touch of modern luxury.

“My parents built a brand rooted in Indian hospitality, and my job is to ensure that it also reflects the India of today – more inclusive, more global, more authentic. Legacy shouldn’t be preserved in a glass box; it should evolve,” Suri says.

One of the boldest decisions was to bring inclusion to the very centre of our culture. “Hiring trans persons & LGBQIA+ community members, creating safe and affirming workplaces, mainstreaming the marginalized, and making weddings truly inclusive – none of this was common in Indian hospitality when we began,” he adds.

The group is at the cusp of becoming a fully data-driven organization, using analytics and artificial intelligence to sharpen decision-making, understand guests better and optimizing performance.

“For me, bold moves are those that make the business more humane and more future-ready – and we’re committed to both,” he quips.

He credits his success to his upbringing, “My mother and two sisters have a profound impact on me. They are the fierce feminine force I have grown up with; it continues to shape the person I am becoming. It’s a privilege.”

Dr. Suri emphasizes integrity, courage and compassion. As the next generation is taking the business ahead, she says that the foundation is built on three strong pillars – being a proud homegrown Indian brand, championing diversity and inclusivity, and committing deeply to sustainability. “I would like them to take these values forward with the same passion and sense of purpose. The future will bring new challenges and opportunities, but if they stay true to these core beliefs, the brand will continue to grow with relevance, responsibility and heart.”

By expanding into experiences and lifestyle verticals – wellness, events, digital platforms, food innovation and social impact initiatives, Keshav Suri plans to diversify. For him, the future of hospitality is not only brick and mortar; it is community, culture and creativity.

Well business is not without challenges! Currently, talent retention, regulatory hurdles, infrastructure gaps and rising operational costs are the impediments in the industry. But the biggest challenge is adapting quickly enough to the expectations of new-age travellers. “Visitors want sustainability, authenticity and inclusivity all at once. Many hotels still underestimate this shift and we are trying our best to deliver it all!” he says.

What does he aspire for the brand? A brand that is unapologetically Indian, globally admired, inclusive, innovative and culturally rooted. A group that leads not just in hospitality, but in creating social value.

“Above all, a place where every guest and every team member regardless of who they are feels respected and celebrated,” he explains.

When asked about a possible IPO, the chairperson says, “We are evaluating it, and we will take the step only when the timing aligns with our long-term strategy!”