Georges Al Asmar

Waldorf Astoria Dubai International Financial Centre (DIFC) has unveiled Georges Al Asmar as its new general manager.

Al Asmar is highly experienced across multiple areas of the international luxury hospitality industry, including commercial strategy, brand positioning and guest experience, while also being renowned for his strategic foresight, operational excellence and people-first leadership skills.

Since joining Waldorf Astoria DIFC in 2019 as director of commercial strategy, Al Asmar has played a pivotal role in establishing the hotel as one of the city's top luxury destinations. For almost six years, he worked alongside the property's former general manager, helping shape its distinctive reputation for excellence before naturally progressing into his new role. Under Al Asmar's leadership, Waldorf Astoria DIFC has sustained its Forbes Travel Guide five-star rating for three consecutive years and continues to rank among Dubai's top hotels across leading travel platforms. Al Asmar was shortlisted for the Hotelier Middle East General Manager Awards 2024 in the Future Leader - Non-GM category, a rare accomplishment for a Commercial Director.

In his new role, Al Asmar will be tasked with utilising his vast commercial expertise to deliver exceptional guest experiences. A graduate of Hilton's prestigious Luxury General Manager Development Programme, Al Asmar holds an MBA from the American University of Science and Technology, while also being fluent in Arabic, English, French, and Italian. 

Earlier in his career, Al Asmar spent just under ten years with Four Seasons Hotel and Resorts, taking on roles including director of revenue management & reservations, regional revenue management coach and senior director of revenue management. He also enjoyed a four-year spell as reservations manager for InterContinental Hotels Group in Beirut.