Vice President, Pioneer Valley Hotel Group; Age 39
Kishore Parmar takes pride in finding distressed hotel properties and returning them to greatness in the community.
He does so as vice president for Pioneer Valley Hotel Group (PVHG), his family’s business, which manages the largest number of hotel rooms in Western Mass.
For example, nearly a decade ago, Parmar oversaw the revitalization of La Quinta Inn in downtown Springfield, which had suffered years of neglect.
“We always knew La Quinta had good bones and was something we could build on,” he said. “We also saw things were happening in Springfield, so we thought it was the right time and the right place to make the investment.” Since the rehab, La Quinta has been a successful business and received accolades from the state for contributing to Springfield’s economic growth and revitalization.
As a family business, Parmar said the emphasis is on family, which includes the 75-plus employees who work for PVHG.
“We have employees who have worked with us for decades and have dedicated their professional careers to our company, and they are like family to us,” he said. “My family is blessed to have these people, and that’s why we’ve succeeded.”
In 2020, the impact of the pandemic on hospitality and tourism brought the industry to a near-standstill. After robust growth years in 2018 and 2019, PVHG entered what Parmar labeled “the ice age of COVID.” The most heartbreaking impact of this time, he said, was the need to reduce some of the workforce. “As the ice age starts to thaw, I’m looking forward to bringing people back and getting our properties fully staffed again.”
Meanwhile, as an executive board member with the Amherst Area Chamber of Commerce, Parmar is helping to lead the effort to start envisioning a post-COVID tourism economy.
“There will be long-term changes in the hospitality industry,” he said. “One area we are studying looks at how to market tourism in our area. I’m looking forward to seeing what we learn.”
The arrival of spring has sent occupancy rates slightly upward, and Parmar remains hopeful the trend will continue into summer, traditionally the busiest months for PVHG.
“We predict some growth this year, but the real momentum will be next year and 2023,” he said. “The foundation is in place for us to really take off in the next few years, so I’m excited.”