Edition Hotels has announced George Fleck as its new Senior Vice President and Global Brand Leader.

In this role, Fleck will guide the brand through its next phase of growth, overseeing all aspects of its culture, training platforms, hotel openings, design evolution, marketing strategy, nightlife programming and F&B concept development.

Fleck has been with Marriott International for more than 20 years, including an accomplished span of nearly 15 years with Starwood Hotels & Resorts. His robust tenure includes brand management, marketing and sales leadership roles around the world including the Americas, Europe and Asia Pacific. Fleck dually serves as the Senior Vice President and Global Brand Leader for W Hotels, where he continues to spearhead the brand’s global evolution.

Prior to his current position, Fleck was Vice President and Global Brand Leader for St Regis Hotels & Resorts, where he was responsible for redefining guest experience across its global portfolio of more than 50 hotels and resorts.

“George is more than just a visionary leader – he infuses heart and soul into everything he does,” says Tina Edmundson, President of Luxury, Marriott International. “His deep commitment to creating the most unforgettable experiences for our guests around the globe goes beyond just business; he crafts memories that truly endure for a lifetime. George has a unique gift of making the extraordinary into moments that are deeply personal, and I’m thrilled to see him lead Edition into its next chapter.”

Fleck also comments: “I am honoured to step into this role and usher Edition into its next chapter. As we continue to expand globally, our commitment to setting the standard for elevated and culturally connected hospitality remains unwavering. I look forward to working with the talented Edition team to continue the work that has been done to scale and build a coveted modern luxury brand.”

Fleck assumes his new role at a critical time for Edition Hotels, which recently debuted its 20th property in Jeddah. New properties in Lake Como, Dali and Red Sea are set to follow in 2025.