EHL Innovation Rewind: Christine R. Gould on Breaking Silos, Remixing Traditions, and the Next Gen Innovation Stack

Hospitality Net

a day ago

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