AI Operator Glimpses the Future of Hotel Marketing
TLDR: ChatGPT’s new “Operator” tool takes over for users. It can browse websites and carry out instructions, automating the work of research into virtually anything; finding a hotel for a romantic getaway, for example. Is it ready for prime time? Not at all. It’s slow, a little clunky, and still requires users to take over from time to time. But at the speed these things move, this capability previews a new reality, where a hotel’s digital footprint must respond to these types of searches.
What is ChatGPT’s Operator?
Released early in 2025, this new engine effectively performs browser-based tasks. It uses a model called “Computer-Using Agent” or CUA. It doesn’t just rely on mountains of training data, as other GPT models do. It also “sees” the browser — images, text buttons, and links. Give it instructions, and Operator attempts to accomplish them using the web. Searching, clicking, shopping, and yes, booking a room, the tool effectively performs actions in real time, as a person would. Except, Operator does it on its own, no oversight needed.
We sat down with this tool to see what it could do — and what it can’t. So far, like any other new AI-based tool, our experiences were mixed. ChatGPT’s own release page leads with an example of using Operator to research hotels on TripAdvisor. Automating hotel research along key criteria? This has major implications for hotel marketing!
Our Experience with Operator
We gave Operator instructions and watched it work. For example. “Find a hotel room in San Francisco for this weekend, suitable for a family of four” or “Help me find a weekend getaway in the Boston area for my upcoming anniversary.” With each query, Operator got to work, searching the web, visiting search results, and compiling availability and prices. Here is one example of our testing:
It worked relatively well — most of the time. Operator used OTAs, traditional search, and other sites to source a list of hotels. In both circumstances, it understood key details, for example, how many travelers to input on a page. The platform also grasped that “anniversary” means “romantic,” with recommendations included spa packages and other accommodations. In the end, after being left to do its work, Operator provided lists of options based on real room availability.
Operator falls short (today) in several ways. First, the cost. At $200, everyday users aren’t about to adopt it en masse. That day will come. Second, the efficiencies aren’t quite there yet. The model can take time to work, often longer than a human. It tends to back-track, stop and start over, open tabs, and perform other mystery actions. In the end, some of its processes were clear, while others weren’t. It also can’t book a room, at least not all the way. For tasks that require payment and personal information, the user must take over. This stumbling block cuts into potential efficiencies with the platform. Here is another example of our testing:
Does ChatGPT Operator Impact Hotel Marketing?
Will hotels need to change everything they’re doing today to prepare for automated tools like Operator? Not exactly. In our tests, Operator used OTAs, metasearch, and reviews — many of the same available tools people do. If your hotel plays well in these spaces, Operator is more likely to find you and include you in its consideration. However, this is only the beginning for models like CUA. As they improve, and get more efficient (and booking enabled), we may see the rise of “agent optimization,” that is, ensuring that an AI agent can quickly check availability, make decisions, and enter booking details. The way they “see” your site may require certain tags, fields, or other notes that it can recognize.
Web browsing agents may prove relevant in other ways. As we’ve discussed in our articles on AI search, they enable niche, multidimensional searches, like “find me a hotel in Boston with a pool, a great cocktail bar, and a king-sized bed for June 18th-20th.” Does your website have easy-to-find amenities, built-in reviews, and a clear, easy-to-navigate booking engine? If so, an agent may find everything it needs in your cocktail menu, Yelp reviews, and website. If not, it’s time to beef up your website content strategy.
Are you looking for ways to make it easier to find your hotel online? Whether the user is a human, a robot, or something in between, we’re here to help. Reach out to us today and start a conversation.