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Expecting the Unexpected: VUCA in Action at Red Roof


The pace of change in the world is rapidly increasing, and there’s no slowing it down. VUCA – a program developed by the U.S. military – is a way of identifying the disruptions of change…and, more importantly, of being ready for them.

We’ve talked about the theory of VUCA before (see our interview with Chris Nolan posted September 6, 2022). In this episode, George Limbert talks about VUCA and its antidotes practiced in the real world. George is the head of Red Roof Inns. The COVID pandemic presented a sudden onslaught of Volatility, Uncertainty, Complexity, and Ambiguity for the entire travel and hospitality industry worldwide. Yet Red Roof emerged from the pandemic with some of their best financials ever.

How? George and his team were VUCA-ready. He shares his experience and business-tested VUCA antidotes in this episode so you can prepare for the uncertainties to come, too!

For daily wisdom from our guests, be sure to follow us on Twitter: @IL_Institute .


George Limbert is the President of Red Roof, a leader in the lodging industry. He initially joined as Red Roofs inhouse General Counsel, and today leads an organization with over 660 properties serving millions of guests each year in the United States, Brazil, and Japan. George led a strategic transformation of the business and is working to manage interdepartmental challenges as well as demand to create operational efficiencies. He is a member of the board of directors of the American Hotel and Lodging Association, the voice representing every segment of the lodging industry in the United States.