During our time at the EHL Open Innovation Summit, we caught up with Mohammed Marghalani, Chief of Franchised Assets Operations at Dan Company, to discuss how regenerative hospitality can transform the connection between agriculture and tourism. Our conversation explored why farm-to-table needs purpose, not just marketing, and how Dan is helping local farmers deliver authentic, high-quality products directly to guests, creating a hospitality experience that is as ethical as it is enriching.

Do you see any innovation that is going to impact the hospitality space over the next 5 to 10 years?

Regenerative hospitality. I really hope so. There is a gap in the market, and with the current pressure on the environment, people are becoming more aware of this issue. A lot of people are working on innovation in this space. One example I am really curious to see is how digital and AI can be used to close the gap between farms and hospitality providers. Farms produce products. Hospitality providers serve them. But each one is working separately. I want to see technology help bridge that gap.

How can farm to table or back to roots or nature connection be done in an ethical way that gives back to the community, instead of just being a marketing claim?

You need the purpose. You need to believe in it. If you do not believe in it, it will be all marketing. Unfortunately, you can see many examples where companies are using it as a marketing tool. But we are living on this planet. This is something we need to protect. At Dan, we are creating an ecosystem around agritourism. We are trying to bring people back to the roots and closer to nature. It is not about putting buildings or hotels inside farms. It is about showing the culture and the authenticity of the place to all international guests.

Can you give me an example of somebody who succeeded in bridging the gap between farmers and hoteliers?

Just imagine. Saudi Arabia has the biggest planted oasis in the world. The production is big. Now imagine if hotels were using fresh dates straight from the farms. But farmers do not always know how to deliver to international players. They might not know how to ensure consistency, quality, or the right packaging. That is where Dan comes in. We create an experience on the farm and help the farmer deliver the product in the right way. That includes packaging it to international standards, maintaining quality, and delivering consistently. Guests can enjoy fresh, high-quality products that come straight from the land they are visiting, and that experience becomes part of the hospitality offer.

Final thoughts on what Dan is trying to achieve through this work?

Our role is to help connect the dots. We are trying to bring farms and hospitality closer together. Guests benefit by experiencing something truly local and fresh. Farmers benefit by getting the tools and support they need to deliver to international standards. It is about showing the authentic culture of the country, supporting local communities, and protecting the planet. This is not about exporting products from outside. It is about creating a new kind of value, and that is what we are working to build at Dan.

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.