ChatGPT and custom GPTs are how most travelers and most hotel staff first interact with AI. The travelers are already using it — they’re asking ChatGPT for resort recommendations and pasting your property page into it for a vibe check. The question is whether your property has a custom GPT in the mix that they can land on directly, or whether they’re getting a generic OpenAI summary that mentions your competitor.
This track is about the OpenAI side of the BWS stack — what it does well, where it loses to Claude, and how we deploy custom GPTs as a guest-facing or internal tool.
What’s In This Track
Custom GPTs for Hotels — A Done-For-You Guide is the deep dive. It covers the two deployment patterns — guest-facing GPT and internal staff GPT — what data goes into each, how the booking links work, and what we charge to build them.
Why Use a Custom GPT
A custom GPT is a constrained version of ChatGPT trained on your property’s specific information. It only answers questions about your property. It hands off booking questions with a direct link to your reservation system, not an OTA. It works in the languages your guests use.
The guest never has to log in to OpenAI to use it. We embed the GPT on your website as a chat widget, or surface it through your existing booking flow.
Custom GPTs vs. Claude — Quick Take
Both are part of the BWS stack. They do different things.
ChatGPT and custom GPTs win on reach — most travelers already have ChatGPT accounts and the GPT Store is a discovery channel. Claude wins on quality of voice and refusal-to-invent. Most BWS deployments use both: a guest-facing custom GPT for the public, Claude on the back end for content production and brand-voice work.
The full comparison is in the Claude track →
Where to Go Next
If you want to know specifically how a custom GPT works on a property, read Custom GPTs for Hotels. If you’re ready to scope a build, schedule an audit.