During the Open Innovation Summit in Lausanne, we had the chance to sit down with Pierre-André Krüger, CEO and Founder of Nomad Lodges. Our conversation explored the intersection of ancient wisdom and modern hospitality, the importance of working closely with indigenous communities, and why he believes that real transformation begins when guests reconnect—with nature, with others, and with themselves.
Which technology or innovation do you think will have the biggest impact in our industry over the next 5 to 10 years?
New technologies are growing and they are very important. But in my vision of the future, it is also about coming back to something essential. It is about looking at nature, about the essence of life, and trying to make a mix between ancient knowledge and new technologies. I think the combination of both could be a solution for the future. This is pretty much the DNA of Nomad Lodges. It all started in the Amazon forest, where I saw how people who have lived there for generations are completely balanced with nature. When you walk with them in the forest, it is amazing. Every sense of their body is connected with nature. That is something we have lost. I believe it would be very interesting for us to reconnect with that.
You are working with indigenous communities. Can you tell me more about that experience?
It was obvious for us that we needed to work with indigenous communities. They are the ones who know their land best. They are the ones who have conserved it and know how to protect it. When we chose the site for our first lodge, we focused on the local population. Today, one hundred percent of our staff is indigenous. Of course, we needed to train them. Many had never worked in hospitality or even been inside a hotel. So we trained them to develop the skills needed to welcome guests. But the foundation was always their knowledge of the land. That is what makes this collaboration powerful.
Today, many people talk about disconnecting when they travel. You told me earlier that it is more about reconnecting. Can you explain?
Yes. Most of our guests are actually trying to reconnect. They come from very stressful environments, from jobs and daily lives that never stop. When they come to the Amazon, they want to disconnect from that world and reconnect with nature. Our role is to help them slow down. Once they slow down, they are ready to discover a new world. I often say there is a kind of Wi-Fi in the Amazon. Not the kind you connect to with your mobile phone. It is your mind that connects. When you enter the forest, you start to feel something different. But this does not happen the moment you check in. It takes time. You cannot experience it in just a few hours.
Do you need to guide travelers through that transition? What happens when someone is not ready?
Yes, it is a process. There is a kind of cultural shock when you go from city life to the Amazon. You need time to adjust. I always say it is not possible in just one day. You need four to five days to really experience the transformation. Personally, when I leave the Amazon and go to a city, it drains my energy. My body suffers. But when I return to the forest, I recharge my batteries. It is the same for our guests. Some arrive wanting to optimize every moment. They want to do too much, too fast. But usually after one day, they start to slow down. They realize where they are. They begin to connect. So yes, we always say that 24 hours is the minimum. Twenty-four hours to disconnect. Twenty-four hours to reconnect.
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. - 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. - 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. - 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. - 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. - 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.
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