Across the evolving skyline of Riyadh’s luxury scene, Gordana Lazic is known not only for her strategic communications leadership but for her ability to craft guest journeys that move beyond service into story, memory and emotional resonance.
With a background that spans Dubai, Spain and Saudi Arabia, Gordana brings over a decade of experience in luxury F&B, event design and experiential brand storytelling. From Michelin-starred concepts to private concierge in Ibiza, and from launching iconic projects like the Jeddah Yacht Club opening to curating prestige catering for Maraya and other landmark venues, she has shaped hospitality from every perspective — from floor to suite, from guest to executive.
Now serving as Communications and PR Manager at Fairmont Riyadh, she curates not just visibility but value.
Her integrated campaigns across spa, dining and wellness are built on guest insight and cultural fluency. Through intentional storytelling and consistent brand expression, Gordana ensures the hotel remains a preferred destination for Riyadh’s decision-makers, creatives and C-level clientele. Her work extends far beyond communications. Gordana leads loyalty and engagement strategies that have directly driven significant growth in dining performance while cultivating long-term relationships with high-value guests. Her approach to guest engagement is high-touch and human, grounded in care and emotional relevance rather than transaction.
A natural collaborator, she works closely with operations, sales and executive leadership to ensure every initiative is both authentic and performance-driven. Whether co-creating spa rituals, supporting culinary storytelling or hosting regional dignitaries and luxury partners, Gordana protects the integrity of the guest experience at every level.
In a market where attention often leans toward spectacle, she brings the focus back to substance. Her belief that beauty is care and that luxury is what’s remembered, not what’s added defines her leadership.
As Riyadh enters a new chapter of global hospitality, Gordana Lazic is shaping how the city feels, connects and defines modern luxury — not through noise, but through presence, precision and soul.
