A new OpenAI feature shows how AI could start anticipating needs — and hotels may want to pay attention
Sep 30, 2025
OpenAI’s ChatGPT Pulse introduces proactive daily updates instead of waiting for user prompts. While currently a consumer feature, its model of anticipating needs rather than just responding could have far-reaching implications for hotel operations and guest service.
Key takeaways
- Proactive ai model: Pulse scans preferences and past activity overnight, delivering daily “update cards” with reminders and suggestions. This anticipatory style mirrors how hotels aim to serve guests before they ask.
- Guest-facing potential: Imagine Pulse-like cards in a hotel app: today’s breakfast wait times, spa slots, jogging routes, or event reminders. It’s a ready-made blueprint for more relevant mobile guest experiences.
- Staff efficiency: A hotel version could deliver daily “shift pulses” — highlighting group arrivals, VIP check-ins, or staffing gaps before the day begins. That could save managers hours of prep time.
- Memory as foundation: Pulse relies on long-term memory, which raises both opportunities (true personalization) and risks (privacy and data trust). Hotels will need to find the right balance if they adopt similar tools.
- Beyond chatbots: Most hotel chatbots today are reactive FAQ machines. Pulse points to the next stage: ai that quietly works in the background, surfaces what matters, and reduces decision fatigue for both staff and guests.
- Strategic takeaway: Guests will soon be conditioned by consumer tools like Pulse to expect proactive, curated nudges everywhere. Hotels that experiment early with similar experiences may gain an edge in loyalty and satisfaction.
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