EHL Innovation Rewind: Diane Binder on Redefining Sustainability, Regeneration, and the True Meaning of Luxury

Hospitality Net

3 days ago

During the EHL Open Innovation Summit, we sat down with Diane Binder to talk about the role of virtual reality, regeneration, and what real luxury means today. As Founder and CEO of Regenopolis and Co-founder of 700'000 heures Impact, Diane brings a unique lens that bridges sustainable development, hospitality, and systemic change. In our conversation, she shared why we need to move beyond metrics, how hospitality can become part of local ecosystems, and why the next era of travel will be defined by meaning, not just experience.
Which technology or innovation do you believe will most reshape the industry over the next 5 to 10 years?
Most people would probably say artificial intelligence, and rightly so, because it is impacting many industries. But I have a slightly different answer. I believe virtual reality will play a major role. Think about it. Why stand in line for hours to visit the pyramids in Egypt, surrounded by crowds, when you could sit on your sofa and experience the full journey through virtual reality? But if you want real, authentic connections with people, you will still travel. This shift will push tourism toward more meaningful experiences. It will become about connecting with yourself, with nature, and with others. Virtual reality could also help protect destinations that have suffered from overtourism. Currently, international tourists travel on less than five percent of the planet. Virtual reality has the potential to spread interest toward remote areas that are rich in culture, nature, and beauty beyond the typical must-see lists.
How would you define real sustainability?
That is a very relevant question, especially for hospitality, but it also applies across sectors. We often treat sustainability as a checkbox, something to help with pricing or certifications. The issue is that people struggle to relate to it. Sustainability was built on metrics and KPIs, which helped us create standards and shared goals, like the Sustainable Development Goals. But today, this is no longer enough. All our systems are unraveling at the same time. Climate, biodiversity, human and economic systems are in crisis. What we need now is not just sustainability, but regeneration. Regeneration is about shifting mindsets. We cannot create new outcomes with the same thinking. It requires a new way of relating to nature and to others. It means recognizing that human beings are part of living systems. Hospitality professionals are visitors to a place. Their responsibility goes beyond sustainable behaviors. It is about understanding the essence of a place, unlocking opportunities for local people, and being of service to a broader purpose.
Do you think there is a semantic issue with the word sustainability, and that what we really need is to change the status quo?
Yes. Sustainability often implies preserving the current state of things. But we cannot afford to preserve the status quo anymore. Regeneration is about changing the status quo, and doing it from a different place. From a mindset rooted in self-actualization. The same values and belief systems will always lead to the same results. What we need is a mindset shift. Let me give you a concrete example from hospitality. A hotel might hire staff from the local community, source food locally, and buy products from nearby suppliers. That is good. But what if the hotel saw itself as one actor among many in the local ecosystem? Alongside local governments, NGOs, community leaders, and others. Together, this network could bring about meaningful change. It is not about using or even giving back to the environment. It is about belonging to it. That is when you start creating something that is deeply respectful and transformative for everyone involved, including the traveler.
Do you think we need to redefine what luxury is?
Absolutely. Luxury, for me, is about access. It is about reaching places that are off the beaten path. It is about the authenticity of the relationships you build and the way you connect with a place. Real luxury is about how a journey transforms you. It starts before you travel, and it stays with you after you return. It might even influence your future behavior. Luxury is the opportunity to reconnect with yourself. It is not about abundance. It is not about being demanding or saying, I paid for this so I deserve that. It is about becoming a better person. For yourself, and for the planet you live on.
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