Ahead of the 2027 Hotel Magazine Awards, we spoke to Justin Larsen, CEO of Screen Pilot, headline sponsor of the Marketing Innovation award, about the evolving role of digital brand experience in hospitality, the importance of industry recognition, and why celebrating bold, tech-driven marketing has never been more critical.
Tell us about your brand and what sets you apart within the hotel sector
Screen Pilot is a global hospitality marketing agency specialising in engineering premium digital brand experiences. We operate at the intersection of deep industry insight and cutting-edge technology, helping independent boutiques and major enterprise hotel brands attract, convert, and retain lucrative guests.
What truly sets us apart is our end-to-end management of the customer lifecycle. From building stunning, friction-free brand identities, dynamic websites, and impactful content, to executing highly integrated digital strategies – and, more importantly than ever, ensuring your hotel is found by AI in this new era of search – we do it all under one roof.
We don’t just wait for direction; we proactively look for cultural cut-through and tech-forward opportunities that turn casual social media scrolls into confirmed reservations, ensuring our hotels remain unforgettable throughout the entire booking journey.
What inspired your decision to sponsor the 2027 Hotel Magazine Awards, and how does this align with your brand’s values and vision?
Sponsoring the 2027 Hotel Magazine Awards was a natural choice for us. Our vision has always been to elevate the digital brand experience (DBX) for hoteliers worldwide. Because our own culture is anchored in being bold, thinking smart and making every touchpoint count, we wanted to support an event that champions these exact standards. Partnering with the awards allows us to celebrate the exceptional minds who, like us, push the boundaries of what hospitality marketing can achieve.
How does supporting industry recognition impact your brand and the wider sector?
For Screen Pilot, supporting these awards is about spotlighting the incredible talent that keeps our industry moving forward. Industry recognition does more than just reward a job well done. It challenges all of us to raise our standards, think bigger, and experiment with new ideas. When we celebrate breakthrough creative and data-driven campaigns publicly, we inspire the wider sector to innovate, ultimately elevating the guest experience across the board.
Why do you think events like the Hotel Magazine Awards matter in today’s hospitality landscape?
In today’s fast-moving, highly competitive digital landscape, marketing is no longer just a supporting function – it is the engine of hotel growth. Events like the Hotel Magazine Awards are essential because they bring our community together to share ideas, spark collaboration, and celebrate the work that shapes the future of travel. It’s where the connections that drive our industry forward truly come to life.