George is a seasoned leader in commercial aviation, driving enterprise-wide distribution transformation and digital commerce innovation for nearly two decades. He currently leads Hawaiian Airlines’ global distribution strategy, overseeing a $225M sales portfolio, and spearheading industry-leading NDC implementation. George is a recognized pioneer in airline distribution technology, having successfully guided two major carriers through NDC transformations, delivering significant cost savings and unlocking new revenue opportunities. Actively shaping industry standards through roles on IATA’s Passenger Service Conference, Shop Order Pay Standards Board, and ARC’s Product Advisory Council, George is known for building high-performing teams, fostering strategic partnerships, and leveraging cutting-edge technology to optimize airline revenue and enhance the travel distribution ecosystem. He is passionate about advancing airline commerce through innovation and collaboration.