Marketing mindset shapes Saudi hotels

As Saudi Arabia’s hospitality landscape undergoes an unprecedented transformation under Vision 2030, industry leaders are redefining what it means to deliver excellence. Nuran Kilani, COO, L’azure Hospitality Saudi Arabia brings a guest-centric, brand-driven perspective to scaling hospitality in a Kingdom where cultural authenticity meets global ambition.

TT Bureau

When Kilani stepped into her new role as Chief Operating Officer at L’azure Hospitality Saudi Arabia, she carried with her more than just operational acumen. She brought a marketer’s instinct for storytelling and connection adding qualities increasingly vital in the Kingdom’s fast-evolving hospitality ecosystem. “Today, operations is not just about systems, it’s about soul,” Kilani says.
“A marketing mindset helps us shape every guest touchpoint into a narrative that aligns with Saudi’s cultural aspirations and global standards.”

This philosophy is especially relevant as Saudi Arabia doubles down on its tourism ambitions, with Vision 2030 setting the stage for a diversified economy and a booming hospitality sector. For
B2B stakeholders, whether travel agents curating new Saudi itineraries, or hoteliers preparing to scale, Kilani’s focus areas offer a roadmap for navigating this next chapter.

Scaling with sensitivity

With multiple properties set to open across diverse geographies in the Kingdom, L’azure’s strategy under Kilani prioritises localisation, talent readiness and brand agility. “Each Saudi city has its own story. Jeddah’s cosmopolitan energy differs from AlUla’s ancient mystique. Success lies in adapting global standards to local contexts and not in copy-pasting a one-size-fits-all model,” she explains. To achieve this, the brand is investing in robust training programmes and decentralised leadership, empowering teams on the ground to deliver consistency while infusing operations with local flavour.

Vision 2030: Beyond beds and buildings

Kilani sees the Kingdom’s ambitious tourism roadmap as a call to elevate experiences from transactional to transformational. “Guests do not just
want luxury, they want meaning. We are creating culinary stories rooted in regional ingredients, art-driven spaces that reflect Saudi’s creative pulse, and partnerships that allow visitors to truly engage with local communities.”

Tech, sustainability, and hospitality future

Innovation, Kilani believes, is no longer optional, it’s expected. From AI-powered personalisation to contactless service technology and sustainable design, L’azure is weaving future-readiness into its operational DNA.

Takeaway for the trade

Kilani’s rise from marketing to operations reflects a growing recognition in hospitality leadership: the guest journey is as much an emotional narrative as it is an operational process.

For travel agents, hoteliers and tour operators, the message is clear — collaboration, innovation and localisation are the cornerstones of Saudi’s tourism success story.