Shaping Guest Loyalty Through Hospitality Marketing

As Vice President of Marketing for Fertitta Entertainment, Melissa Radovich oversees a powerhouse portfolio that spans fine dining, casual restaurants, hotels, casinos and entertainment destinations. With more than 90 award-winning concepts across 600 locations, she leads a talented in-house team that balances creativity, data and discipline. Drawing from a background in casino, hospitality and marketing, Radovich has built a leadership philosophy centered on adaptability and guest experience.

Creativity and Data Insights for Memorable Customer Experiences

Over the course of my career, what I have learned is that when you focus on the core principles of marketing, they work across any vertical. Marketing isn’t complicated. Consumers want memorable experiences and want to feel that their needs are being met. Creating those experiences and communicating clearly, in their own language, is what builds loyalty and connection. While it is important to be able to access data, it is even more important that you also interpret it and understand how and when to act on it. Data can tell you many things, but it’s meaningless if you do not use it effectively. When creativity is guided by actionable insights, that’s when marketing becomes incredibly powerful. For example, guest data might show us when and where people are most engaged, but it’s the creative storytelling that turns those insights into emotion and action.

Distinct Brands, Unique Stories

We have an incredible team of experts who are deeply committed to our vision and mission. Our guiding principle is simple; we do not homogenize our brands, and we do not take shortcuts. Each concept has its own distinct identity and story, whether its Morton’s The Steakhouse, The Post Oak Hotel at Uptown Houston or Bubba Gump Shrimp Co. We make sure each brand retains its own voice while delivering the same level of excellence we are known for.

Harnessing Video and Digital Agility to Engage Guests

Video is a significant part of what we do because it evokes emotion and communicates our experiences more effectively than words or still images ever could. It allows us to tell stories that resonate. Showing guests what to expect and why it matters. Whether it’s highlighting the sizzle of a steak, the view from a rooftop bar or the excitement of a jackpot on the casino floor, video lets us bring those moments to life. It will continue to be a central part of our marketing strategy. At the same time, the digital landscape is evolving faster than ever. We’re constantly monitoring, learning and adjusting our strategies to stay ahead. Our goal is to remain top of mind and to be an option for our guests across every digital touchpoint. Flexibility and speed are everything. The brands that adapt the fastest are the ones that win.

Future of Hospitality Marketing

AI is absolutely a game-changer for our industry, transforming how we understand and engage with guests, from personalization to predictive analytics. It has also opened up new levels of efficiency and creativity in marketing. In addition, it gives us a more complete picture of what our guests value, helping us create experiences that truly resonate. For those looking to build a career in hospitality marketing, a willingness to continually learn and evolve is essential. You have to be curious about what your customers are saying, listen closely and be willing to adapt quickly based on their feedback. The best marketers are those who never stop learning about people, technology and the world around them.

At the end of the day, hospitality marketing is about heart and intuition as much as data and strategy. If you stay true to your guests and your values, the rest will follow.