We were lucky to catch up with Vitalii Rodionov recently and have shared our conversation below.

Vitalii, thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The idea for Vitality Sustainable Resort Group grew out of a combination of professional experience, academic research, and personal values.

I spent over 13 years working in logistics, operations, and HR across tourism and entertainment sectors. During this time, I saw firsthand how much waste and inefficiency the hospitality industry can generate — from excess transport routes to hotel amenities thrown away after a single use. I became fascinated with solving these systemic problems, not just to save costs but to protect the environment.

While completing my Master’s thesis on the impact of sustainable solutions on the tourism and hospitality industry, I realized just how powerful sustainability could be as both a moral and business driver. Data showed that eco-friendly hotels attract more conscious travelers, cut operational costs, and build stronger reputations. That was a turning point for me — I understood that what I had witnessed as inefficiency could be turned into opportunity.

I started attending hospitality conferences, networking with hoteliers, and writing articles about the business case for sustainability. Each conversation confirmed the same thing: independent hotels wanted to go green but lacked expertise, resources, and a clear roadmap.

That was the moment the idea became concrete: create a company that gives independent hotels access to environmental audits, sustainability roadmaps, and staff training — all scalable for properties of any size.

What excites me most is that this is not just about reducing waste or saving money — it’s about reshaping how the hospitality industry operates, creating a future where travelers can enjoy comfort without compromising the planet.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Vitalii Rodionov, founder of Vitality Sustainable Resort Group (VSRG) — a California-based startup currently in development. My journey toward sustainability started years ago, while completing my Master’s degree in Tourism and Hospitality. I was fascinated by how eco-conscious practices — from energy efficiency to waste reduction — could transform not only hotel operations but the entire guest experience. That’s when I knew I wanted to make a real impact on the industry.

In Moscow, I built a career in logistics and HR, leading operations, scaling revenues, and streamlining processes for large organizations. These years taught me how to turn complex systems into efficient ones — a skill that became the backbone of my future business idea.

When I moved to California, the concept evolved. Here I found a strong community passionate about sustainability. I joined hospitality associations, attended conferences, and connected with hoteliers who wanted to go green but didn’t know where to start. These conversations became the spark for VSRG: a company that will help independent hotels and resorts adopt practical, profitable sustainability solutions — from environmental audits to staff training.

VSRG is more than a consulting project — it’s my commitment to helping hotels thrive while protecting the planet, and to bringing global and local perspectives together for a greener future in hospitality.

We’d love to hear a story of resilience from your journey.

One of the most challenging and defining moments of my journey was deciding to completely shift my professional focus after more than a decade in logistics and HR. I had built a successful career, scaled revenues, and led award-winning teams — but I knew I wanted to create something that would have a lasting positive impact on the environment.

That decision meant starting over. I went back to studying hospitality sustainability, attended industry conferences, and spent years researching global best practices for eco-friendly hotels. It wasn’t always easy — I had to step outside of my comfort zone, rebuild my professional network, and translate years of corporate experience into a new field.

Rather than being discouraged, I treated this stage as an investment: I began writing articles on sustainable hospitality, speaking with hoteliers about their challenges, and shaping a vision for what would later become Vitality Sustainable Resort Group.

For me, resilience is about staying focused on the long game — continuing to build skills, knowledge, and partnerships even when results aren’t immediate. That determination is what keeps me moving toward the goal of helping independent hotels transform into truly sustainable destinations.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One of the biggest lessons I had to unlearn was the belief that change should be perfect before it’s shared with the world.
In my corporate career, I was trained to present only fully polished solutions — detailed plans, tested processes, perfect numbers. When I first started developing the idea for Vitality Sustainable Resort Group, I kept delaying conversations because I felt the business plan wasn’t ready yet, or that I needed more research before talking to potential partners.
But the more I connected with hospitality professionals and sustainability experts, the more I realized that waiting for “perfect” was slowing me down. The most valuable insights came from sharing the early concept — even when it was still rough — and listening to what hoteliers actually needed. Those conversations shaped the project more than any spreadsheet ever could.

Contact Info:

• Website: https://vsrg.info
• Instagram: https://www.instagram.com/vitality_resort_group_vsgr?igsh=MW1iZzdtMXZ2bTZlMA==
• Facebook: https://www.facebook.com/profile.php?id=61550881981893
• Linkedin: https://www.linkedin.com/in/vitalii-rodionov-299b8121b/
• Other: https://www.facebook.com/vitaliy.rodionov.2025