At the EHL Open Innovation Summit, we had the chance to sit down with Christine R. Gould, Founder and CEO of GIGA, for a conversation about the future of innovation in hospitality. Christine shared her perspective on why the next big shift won’t come from a single technology, but from a new mindset—one that values remixing over reinvention, embraces collaboration across sectors, and brings young changemakers directly into the innovation process.

Do you see one specific innovation or technology changing the hospitality industry over the next 5 to 10 years?

We have always had hyped technologies, whether it be the metaverse, AI or generative AI. But what we are seeing now is a realization that it is not about a single technology. It is going to be the integration of these technologies into a new tech stack that fundamentally shifts what opportunities are available. For me, it is not about the technology. It is about the innovation approach. That means breaking down silos and fostering collaboration, especially across industries. There is a huge opportunity for hospitality to work more closely with food and agriculture. Technology is the enabler, but it is this approach of open innovation that is really exciting.

How do we reconcile the tension between innovation and tradition, especially when younger generations take over legacy businesses?

I do not believe it is innovation versus tradition. At my previous organization, Thought For Food, we identified an innovation approach called multispectral thinking. It comes from agriculture and medicine, where you use a multispectral camera to see more than what the eye can see. I thought, what if we could equip our brains to think this way? It would allow us to move beyond binary thinking and see a rich palette of possibilities. That is how you blend tradition and technology to unlock new opportunities. I also see this in music. I am learning to DJ and I love how electronic music embraces experimentation and remixing. We need more of that in hospitality and food. I want to see remixes. Let’s remix our industries.

Why is it that we welcome innovation in music, but remain so protective of tradition in food and hospitality?

It is so true. In music, innovation is welcomed. In food and hospitality, especially in cultures with strong traditions like Italy, it can be more sensitive. But I believe there is a rising generation of digitally savvy, curious and entrepreneurial people who are looking for new, differentiated experiences. That is where the remix comes in. We need to futureproof our businesses by welcoming this experimentation. We can still honour tradition, but we can also evolve it.

If you had one suggestion for someone entering the market today, in hospitality or food, what would it be?

Know your customer. There will always be customers who want what they know and value tradition. But the next generation wants something different. They want to be part of something new. My advice is to engage with innovators from that next generation. Do not just invest in them or look at them top down. Actually bring them into your innovation strategy. Let them help you pilot, prototype, and scale new ideas. That is where the real opportunity lies.

About the EHL Open Innovation Summit 2025

This interview was recorded during the EHL Open Innovation Summit in Lausanne, where Hospitality Net joined as official media partner.

The event brought together a global mix of thinkers and doers to explore the future of hospitality, food, and travel through open innovation. What made it special was the mix of ideas, formats, and people. It was not only about tech or talks. It was also about people showing up, working together, and sharing energy in real time.

Key Figures

• 385 participants
• 48 speakers and contributors from more than 20 countries
• 7 innovation challenges collectively addressed
• 45 sessions
• 25 student volunteers
• 15 F&B startups letting us taste the future
• 1.5 days of connection, learning, and co-creation

Key Insights from the Summit

1. A new benchmark for hospitality innovation
   The summit set a new standard by weaving together AI, sustainability, regeneration, and human connection – showing that innovation in hospitality, luxury and food must be holistic, human-centric, and purpose-driven. Participants repeatedly highlighted the need to go beyond efficiency and into meaningful transformation.
2. From knowledge exchange to real-time co-creation
   More than just a series of talks, the summit was an activation space – a living lab where diverse minds worked together on pressing challenges, from regenerative tourism to circular luxury to AI in guest experience. It was a showcase of collective intelligence in motion.
3. Collaboration as the engine of systems change
   Open Innovation came alive not as a buzzword, but as a relational practice. From panelists to students, from global explorers to startup founders, everyone was invited to co-create, connect dots, and contribute. Participants repeatedly said they experienced true collaboration across boundaries, industry, sector, age, and background.
4. The power of presence: hearts, minds, and hands
   Whether walking in the forest, painting together, or debating future systems, attendees embraced the idea that innovation isn’t only about tech and metrics – it’s also about embodied experience, slowing down to speed up, and nurturing a regenerative mindset.
5. The future is “AND” – not “either/or”
   A recurring takeaway: we must stop choosing between extremes. The future is tech AND human, healthy AND delicious, profitable AND impactful. This “integration mindset” is already informing how leaders, startups, and educators present are reshaping their strategies.
6. The beginning of a long-term movement
   Attendees described the summit as the start of something much bigger – a platform for experimentation, learning, and alliance-building. The EHL Innovation Hub was recognized not only as an academic powerhouse, but as a true catalyst for regenerative innovation across hospitality, service, food, and travel.