In an unpredictable world, the CEO of Booking Holdings has learned to adeptly handle crises that arise almost daily. Glenn Fogel, who has steered the travel giant through a myriad of global challenges over the past two decades, emphasizes the importance of proactive planning and drawing on previous experiences in his crisis management approach.
Fogel's tenure has seen him navigate significant events such as the dot-com bubble burst, the September 11 attacks, the financial crash of 2008, outbreaks like SARS, natural disasters including volcanoes and tsunamis, the COVID-19 pandemic, shifting tariffs, and ongoing geopolitical conflicts. "Every day something's coming down the pipe," Fogel remarked, highlighting the constant flow of new challenges.
A crucial part of his strategy involves anticipating potential crises whenever feasible. For instance, when tensions began escalating between Russia and Ukraine, regions where Booking Holdings operates, he initiated contingency planning to prepare for possible disruptions. Not long after these preparations, the situation intensified dramatically with Russia’s invasion, coinciding with the company’s earnings call in February 2022. In response to the evolving crisis, Booking Holdings took measures to ensure the safety of its employees abroad and made strategic decisions to halt travel operations in Russia and Belarus just a month later, in March 2022.
Fogel, who has been with the company for over 25 years, understands the complexity of managing crises and articulated his methodical approach. His first step when a crisis emerges is to reach out to key executives, including the general counsel, chief financial officer, and chief human resources officer, to form a coordinated response.
He emphasizes the importance of pinpointing the specific problem and assessing which areas of the business are affected, especially since the impacts can vary significantly across different regions. Fogel credits the company’s extensive history of overcoming obstacles as a vital asset that equips them to respond effectively to new challenges. He often reminds himself that every crisis has an endpoint. Referring to the COVID-19 pandemic, he expressed uncertainty about the timing of a vaccine rollout but remained optimistic that a solution would eventually be found: "It helps you've already been through a lot before. It's not the first rodeo."
To manage the stress that accompanies such high-stakes responsibilities, Fogel incorporates meditation into his daily routine, aiming to practice it regularly. He also places a high priority on physical fitness, committing to exercise almost every day before work. He engages in light weightlifting throughout the year and enjoys swimming during the summer months.
Even while traveling—something that occupies a large portion of his time—Fogel ensures he carves out moments for workouts, often multitasking by responding to emails during less intense exercise sessions. This dedication not only helps him maintain his physical health but also supports his mental well-being as he navigates the complexities of leading a global organization through turbulent times.
As we reflect on Fogel's insights, one can't help but wonder: How do you prepare for unexpected challenges in your own life or career? Have you found effective strategies that resonate with Fogel's approach, or do you believe there are alternative methods worth exploring? Share your thoughts below.
