Scale is critical for innovation's impact, says Booking Holdings CEO

For innovations to have a significant impact, particularly in complex sectors like travel, the ability to scale them globally is essential, according to Booking Holdings CEO and President Glenn Fogel.

While startups are often associated with innovation, Fogel highlights that large organizations play a critical role in turning potential breakthroughs into widespread, reliable experiences. He uses the travel industry as an example, noting that a successful trip relies on a vast network of accommodations, airlines, payment systems, and technology platforms. Innovations open possibilities, but scale transforms them into trusted global services.

Fogel discusses the "innovation paradox," where organizational growth can paradoxically make innovation more difficult. As companies expand, there can be a shift from pursuing new opportunities to protecting existing success. The challenge for large businesses is to maintain the curiosity, speed, and willingness to question assumptions that drove their initial growth. Fostering a culture that empowers teams to question the status quo and prioritizing customer needs are key. Continuous experimentation and learning are vital, with larger scales offering greater opportunities for gathering insights from diverse audiences and markets.

Generative AI is presented as a prime example of technology rapidly advancing and creating new possibilities in how people discover, plan, and experience travel. Fogel emphasizes that creating a compelling AI application is only the first step. Delivering these innovations as trusted experiences to millions requires thoughtful deployment, robust governance, and strong relationships with customers and global industry partners.

Organizations operating at scale have a heightened responsibility for the impact of their innovations, Fogel states. Ethics, trust, and integrity must be embedded from the outset. He concludes that innovation and scale are not opposing forces, but the challenge lies in ensuring that growth enhances, rather than diminishes, an organization's capacity to innovate.