Inspired by his father’s stories of international business travels, Greg Cook embarked on a 40-year journey fueled by a passion for global trends and a talent for transforming insights into innovative strategies in the luxury hospitality sector.
Greg credits his humble beginnings as a Bellman for shaping his mastery of guest engagement and his commitment to exceeding expectations. These early experiences laid the foundation for a successful entry into luxury hospitality. After a brief entrepreneurial venture in construction, Greg returned to the hotel industry, quickly rising through the ranks to become General Manager of the South Beach Stanton and then on to the Eden Roc Resort & Spa. There, he partnered with Marriott’s corporate office to pilot a luxury $240M transformation concept that redefined the property’s identity including partnering with Elle Magazine and opening the first Elle Spa.
His success at Eden Roc Resort & Spa led to his appointment as Area General Manager of The Ritz-Carlton, Fort Lauderdale, where he did a complete property reimagination and conceptualized the acclaimed Burlock Coast restaurant. As Area General Manager he also led the W Fort Lauderdale and The Ritz-Carlton, Amelia Island. In 2020, Greg took the helm at The Ritz-Carlton, Amelia Island, overseeing a multimillion-dollar renovation that included a complete room refresh, a revitalized spa, and the addition of a Wellness Center, Nature Center, and enhanced Ritz Kids programming. The resort has seen a 41% increase in revenue and a 44% increase in GOP since 2019.
Greg’s passion for trendsetting and design culminated in the spectacular renovation of the award-winning Salt restaurant, including a refreshed lounge and a curated menu for sophisticated epicureans.
Greg fosters a culture of innovation, collaborating with hotel leaders to craft distinctive guest experiences across Food and Beverage, Culinary, Recreation, Spa, and Wellness. He is also deeply engaged in environmental stewardship, championing initiatives like the resort’s dolphin research program—an interactive effort led by marine biologists that blends education, conservation, and hands-on discovery to support Amelia Island’s delicate ecosystems. Under Greg’s visionary leadership, The Ritz-Carlton, Amelia Island was honored with Marriott International Luxury Resort of the Year for 2022, representing the highest distinction across the Eastern Region and North America. This prestigious accolade reflects top-tier performance across the Marriott Balance Scorecard, including financial results, innovation, guest and employee engagement and community impact.
A firm believer in community engagement, Greg’s leadership in volunteer and fundraising initiatives earned the property the prestigious designation of Ritz-Carlton’s Community Footprint Property of the Year in 2025. Notably, Greg has led two properties to earn The Ritz-Carlton Community Footprint award – first at The Ritz-Carlton, Fort Lauderdale and most recently at Amelia Island – underscoring his enduring commitment to social responsibility and local impact.
He is also a dedicated advocate for the hospitality industry, serving as past Chair of Visit Florida and incoming President of the Florida Restaurant & Lodging Association.
Greg’s commitment to mentorship has been recognized by the University of North Florida for an exemplary student leadership program involving over 40 hotel leaders. Outside of work, Greg is an enthusiastic outdoorsman who enjoys boating and fishing with his wife Pam and their two daughters.