The role of hospitality is evolving rapidly, with businesses increasingly expected to contribute to social inclusion, sustainability, and community well-being. For The LaLiT Suri Hospitality Group, this shift has not been an add-on but an integral part of its journey. The organisation has embedded Diversity, Equity and Inclusion (DEI) into its culture, with initiatives ranging from inclusive hiring of LGBTQIA+ individuals, persons with disabilities, and acid-attack survivors, to providing education and skill development opportunities for underserved communities.
In this conversation, Mr. Vivek Shukla, CEO of The LaLiT Suri Hospitality Group, shares how the Group is reimagining hospitality beyond service and comfort. He discusses the thinking behind their purpose-led loyalty program, strategies for measuring impact at both guest and community levels, and the importance of keeping platforms like Pure Love authentic and community-driven. He also reflects on the challenges of sustaining bold inclusion efforts and offers insights on how hospitality can evolve into a catalyst for wider social change.
Read the full interview below.
Q&A
Q. For many businesses, CSR is often seen as an extension of operations. What inspired The LaLiT Suri Hospitality Group to embed social responsibility and inclusion into the very core of its hospitality journey?
A. At The LaLiT, hospitality has always meant more than comfort and service—it is about touching lives and leaving behind a better world. From food drives to Project Disha’s skill development, from planting over 10 lakh trees to supporting the LGBTQIA+ community, persons with disabilities, and acid attack warriors through our #PureLove initiatives; we see business and responsibility as one. Social responsibility is not an afterthought for us; as we truly have DEI in our DNA at The LaLiT, shaping every decision we make. For us, a satisfied guest and a stronger community are equally essential outcomes of true hospitality.
Q. How do you see the role of hospitality shifting from guest service to creating wider social impact?
A. Hospitality is no longer defined only by comfort or luxury. Today’s guests are conscious, values-driven, and deeply aware of the footprints they leave behind. Hotels now stand at the crossroads of cultural change; we are not just service providers but catalysts for social progress. This means championing sustainability, creating inclusive workplaces, giving voice to local communities, and raising awareness on issues that matter. The future of hospitality lies in shaping experiences that enrich people’s lives and positively impact the planet.
Q. Your new loyalty program lets guests support causes while earning rewards. How did you design it to align privilege with purpose?
A. When designing our loyalty program, we wanted to redefine “reward.” Instead of being purely transactional, it is transformational. Guests not only enjoy exclusive privileges but also directly contribute to causes they care about; be it education, inclusion, skill development, or sustainability. Every stay becomes both a personal indulgence and a step towards social good. In this way, we transform loyalty into partnership; where privilege and purpose go hand in hand.
Q. How do you track and measure the real impact of your initiatives—both for the communities you support and for the guests who participate?
A. We measure outcomes on two levels. For guests, we look at engagement; participation, repeat stays, donations, and feedback on the emotional value of aligning their choices with purpose. For communities, we measure project-level KPIs: scholarships granted, livelihoods created, beneficiaries trained, trees planted. We partner with NGOs to track long-term outcomes, ensuring that every contribution translates into real, measurable impact.
Q. From a guest’s perspective, how does this program differ from conventional hotel rewards?
A. Traditional loyalty programs focus on upgrades, discounts, or freebies. Our program goes further and it creates meaning. Guests still receive tangible benefits, but they also get the opportunity to contribute to causes close to their hearts. The emotional resonance is what sets it apart. Knowing that a night’s stay could fund a scholarship or a skill development course transforms travel into a purpose-driven act. This alignment of values and experiences is the future of hospitality.
Q. The LaLiT has implemented inclusive hiring practices—from LGBTQIA+ individuals to acid-attack survivors and neurodiverse talent. What have been your biggest takeaways from these initiatives?
A. Our biggest learning is that inclusion is not charity; it is a mindset and a source of strength. Hiring from diverse communities has enriched our culture, unlocked creativity, and strengthened loyalty. When you give people dignity and opportunity, they give back tenfold in commitment and excellence. At The LaLiT, Diversity, Equity, and Inclusion are not initiatives; they are embedded in our DNA and our way of doing business.
Q. You’ve invested in education, scholarships, and skills for underserved groups. How do you ensure these efforts lead to long-term opportunities?
A. We focus on employability, not just education. Our programs are industry-aligned, with apprenticeships inside our hotels, mentorship from leaders, and clear placement pathways. Scholarships come with ongoing guidance, and vocational courses transition into sustainable employment. Success for us is not a certificate; it is watching someone grow into a career, achieve independence, and inspire others in their community.
Q. Initiatives like Pure Love Nights and queer art showcases are unique platforms. How do you ensure these remain authentic community-led movements rather than symbolic gestures?
A. Authenticity comes from continuity, community leadership, and fair opportunity. #PureLove is not a one-time campaign—it is year-round programming that celebrates queer individuals, bring people together, supports activism, and builds safe spaces. We have built an army of artists, invested in their capacity, and are ensuring that their voices lead the narrative. By doing so, we move beyond symbolism to create platforms that sustain and empower.
Q. Inclusion efforts can sometimes encounter challenges. How does The LaLiT support its teams and ensure their safety while remaining committed to these values?
A. We believe preparation is key. Our teams undergo sensitisation, DEI training, and are supported by clear policies and grievance redressal mechanisms. We protect our people with visible leadership support, non-discrimination policies, and a culture of psychological safety. Where resistance exists, we meet it with education, empathy, and unwavering clarity; because inclusion is not negotiable.
Q. How do you envision The LaLiT’s role in shaping a larger industry-wide shift towards purpose-led hospitality?
A. We want to be a living example that inclusion, sustainability, and profitability can thrive together. By documenting our journey, sharing learnings, and building partnerships with NGOs, governments, and peers, we aim to inspire the wider industry. Our goal is to make hospitality not just about luxury but about leadership in social change; where hotels become hubs of progress, not just comfort.
