Loay Nour’s leadership as Vice President of Brand & Marketing at Fairmont Hotels & Resorts has been nothing short of transformative. At the heart of his achievements is the global relaunch of the Fairmont brand through Make Special Happen, the company’s first worldwide campaign in four years. Since its May debut, the campaign has garnered over 46 million video views and 22 million engagements across platforms, marking a defining moment in Fairmont’s modern brand evolution.
This campaign was more than a marketing push; it was a complete brand reinvention. Under Loay’s direction, Fairmont reemerged on the world stage with a renewed identity that bridges its legacy of timeless luxury with a dynamic, contemporary appeal. His approach sparked emotional resonance across key global markets, the Middle East, Asia, Europe and North America while simultaneously strengthening internal culture and affirming Fairmont’s stature as a leader in the luxury hospitality space.
Beyond the campaign, Loay has reshaped Fairmont’s brand positioning through an integrated strategy encompassing Global Brand Management, PR and Communications, Social Media and Strategic Partnerships. His efforts have led to a full overhaul of the visual identity and guest experience touchpoints, including the recently launched Fairmont website, which now better reflects the brand’s refined elegance and modern sensibility.
He plays a vital role in crafting the narrative around Fairmont’s most significant global openings and restorations, ensuring each property embodies the renewed brand ethos. From the grandeur of Fairmont Golden Prague to the upcoming debuts in Tokyo, Cape Town, California and the Costa del Sol, Loay ensures each launch is not just a hotel opening but a cultural moment.
Internally, he has been just as impactful. Working alongside Fairmont’s Talent and Culture team, Loay has embedded Make Special Happen into the organisation’s DNA, leading a revitalised employer brand and corporate service culture now embraced across 96 properties in over 30 countries and 29 more in development.
His influence extends beyond Fairmont. As Chair of the HSMAI Middle East and Africa Marketing Advisory Board, Loay collaborates with senior leaders from global hospitality brands including Marriott, Hilton, IHG, and Jumeirah. Through this platform, he continues to shape the future of luxury hospitality marketing at an industry-wide level.
A recognised authority in brand-building, Loay’s experience spans nearly two decades across the region’s most prestigious hotel groups. At Jumeirah, he delivered Dubai’s largest-ever seasonal F&B campaign with Visa. At Accor, he oversaw marketing across more than 400 hotels in the Middle East, India and Turkey, directly leading efforts for over 50 luxury properties, and helping to launch Raffles and Fairmont Doha during the 2022 FIFA World Cup, one of the most high-profile hospitality showcases in recent memory.
From CRM and loyalty to sustainability, partnerships and digital storytelling, Loay has mastered the full spectrum of brand communications. His strategic vision has generated powerful commercial results such as €165 million in room revenue through Fairmont’s Summer Moments campaign, while elevating the emotional impact of one of hospitality’s most iconic names.
