OpenAI opens ChatGPT to hotels with its new Business profiles

OpenAI has just opened the door for hotels to appear inside ChatGPT with their own profile. The new Businesses in ChatGPT feature, as reported by Hospitality Net, lets properties claim and manage their listing in the assistant and, for the first time, see analytics on how the AI surfaces their information to users. It's a small functional change with a huge strategic edge: the hotel stops being a passive result and becomes a profile it can control.

The context the source doesn't give: until now, when a traveller asked ChatGPT for a hotel in a city, the model pulled from its training data and live web, often landing on an OTA page. The hotel had no say. With this feature, the property can at least ensure the basics are right: name, location, category, photos. It's not a booking engine, but it's the first layer of presence. In May we already saw roommaster plug its PMS into ChatGPT with an AI connector, and in August Hilton integrated with Google, ChatGPT and Claude. This new step is the retail version of that movement: not just the big chains, any hotel can claim its space.

The interesting part is the analytics. Knowing how many times ChatGPT shows your hotel and in what context is the beginning of a new channel to measure. Not revenue yet, but visibility. And in a world where the assistant recommends before the user searches, being in the recommendation is half the battle. The other half is still rate parity and direct booking, but that's another post.

What to watch: whether OpenAI opens the door to direct booking links or stays as a discovery layer. Meanwhile, any hotel with a clear profile can start testing. The cost is zero. The learning, valuable. The time to claim the profile is now, before the assistant learns to recommend without you.