Innovate your model-How the travel industry has to change its business model. In this episode, Elena was invited by Jens, the CEO of Heitland Innovation, to decode a real-life case: A family-owned hotel chain with hotels in a couple of major European cities is hit hard by the pandemic. The owners' family is looking to reinvent themselves finding new ways to position the hotels and explore new business models. In this episode, we talk about how to redesign business models as a source of innovation and how regeneration can be the key to unlocking sources of creativity and hidden value propositions. It is all about how we rethink the model, how we reframe partnerships and our relationship with clients, and how we build the core values of the business as the holding structure. Whether in hospitality or not, this case will widen your perspective on how to position innovation and redesign business models.