Varying from pandemics to wars and economic collapses, a number of devastating critical events occurred the last years, influencing the tourism and hospitality industry considerably. A crisis has the potential to wreak havoc on an organization, yet it’s crucial to bear in mind that throughout history, crises have played a crucial role in shaping societies. In this chapter, we delve into the opportunities that arise during times of crisis and their potential to foster a resilience, creativity, innovation, and value creation. The analysis involves gleaning valuable lessons from crises to enhance preparedness for future challenges and ensure long-term operational efficiency. Prioritizing innovation during a crisis becomes a key strategy for unlocking value and growth amidst global challenges.