As AI-powered search rapidly transforms how travellers research and book their next stay, the traditional marketing funnel is evolving. Being found is no longer enough. Brands must position themselves to be actively recommended by AI-driven platforms and large language models.
Screen Pilot hosted an insightful webinar introducing the “Route to Recommendation” framework, designed to help hospitality businesses navigate this fundamental shift in traveller behaviour.
In partnership with Hotel Marketing Association (HMA), this session provided hospitality professionals with practical insights and actionable strategies to stay ahead of the curve, including:
- Why traditional awareness-to-conversion models are changing
- How AI and large language models are influencing travel discovery
- The difference between consideration and recommendation in AI search
- How to align guest insights, brand storytelling and guest experience with high-intent search behaviour
- Practical tactics across technical optimisation, social proof and conversion strategy
- Steps commercial and marketing leaders can take now to prepare for 2027 and beyond
Meet the speakers:
- Paul West, Partner & President EMEA, Screen Pilot: With more than 25 years of experience across hospitality, travel and leisure, Paul helps global brands drive measurable commercial growth through integrated marketing, technology and guest experience strategies.
- Sam Trainor-Buckingham, Partner & Chief Creative Officer, Screen Pilot: Sam leads the creative and strategic direction of our award-winning team, specialising in combining technology and strategic thinking to unlock growth opportunities for hospitality brands.
- Hosted by: Harry Fielder, CEO of Umi and Community Chairman, Hotel Marketing Association
Missed the webinar? Catch up through the link below and discover how to position your brand for the next generation of traveller search and booking behaviour.
For more information about Screen Pilot services, reach out through our contact page.
