What you'll accomplish
You'll build a repeatable monthly workflow to identify demand-driving events in your market — concerts, conventions, sporting events, citywide conferences, graduations, and other generators that affect hotel demand. Using ChatGPT Plus with web browsing, you'll research a 90-day rolling horizon each month, produce a structured event calendar with demand impact ratings, and generate the forward-looking section of your GM and ownership reports from that same data.
What you'll need
- ChatGPT Plus subscription ({{tool:ChatGPT.plan}} — {{tool:ChatGPT.price}}/month) — required for web browsing access
- Your market's primary event venues (convention center, arenas, stadiums, university campuses) — 5-10 venues
- Access to your city's CVB (Convention & Visitors Bureau) events calendar URL
- A place to store your demand calendar: Excel, Google Sheets, or your RMS calendar notes
Build a Demand Event Research System with ChatGPT Plus
Step 1: Enable Web Browsing in ChatGPT Plus
ChatGPT Plus includes web browsing via the default GPT-4o model. To confirm it's active:
- Open a new chat in ChatGPT Plus
- Verify the model shows "ChatGPT" (not a specific older model name)
- The default model can browse the web; if you see a "Search" option appear in responses, it's active
- If needed, enable at: Settings → Data controls → "Enable web browsing"
Web browsing lets ChatGPT research actual upcoming events rather than relying solely on its training data — critical for identifying events 60-90 days out.