As the ski industry evolves, small teams find themselves juggling more responsibilities than ever, including repetitive tasks and time-consuming processes that take them away from other, more critical priorities. What to do? Utilize technology. AI assistants like ChatGPT can step in to simplify operations, enhance guest experiences, and streamline marketing efforts.

AI can be the extra team member you’ve always needed but never had. Building your own AI assistant might just be the game-changer your resort needs—and it’s easier to do than you might think.

 

CHATGPT

If you’re unfamiliar with ChatGPT, it is an AI-powered conversational tool that can answer questions, generate ideas, create content, and assist with complex tasks. Its advanced language capabilities make it a versatile tool for ski resorts looking to save time and increase efficiency.

To build a customized assistant, you’ll need a paid version of the service.

Why upgrade to paid? I speak at conferences nationally on AI, and I am always surprised how many people aren’t using the paid version of ChatGPT. They’re missing out on some serious benefits. The Plus, Team, and Pro versions (details can be found on ChatGPT’s pricing page) offer faster responses, priority access to new features, improved security, and enhanced capabilities like building a Custom GPT. 

What is a Custom GPT? A Custom GPT is a tailored version of ChatGPT that adapts to your specific needs. By uploading branding copy, past marketing examples, and operational guidelines, you can create an assistant that aligns perfectly with your resort’s voice and goals. Think of it as training the AI to become an expert in your resort’s brand and operations.

A Custom GPT can:

  • Generate marketing content that fits your brand.
  • Answer guest FAQs based on your unique policies.
  • Help your team with operational tasks, like snow reports.

 

HOW TO BUILD A CUSTOM GPT 

Creating a Custom GPT isn’t terribly complicated. You just need to have at least the PLUS version of the service to do so. Here’s a step-by-step guide:

  1. Open ChatGPT:

  2. Click your profile icon, top right:

    • Click "My GPTs"

    • Click "Create a GPT"

    • Click the "Configure" tab

    • Give your Custom GPT a name (only for you)

    • Describe the purpose of your Custom GPT in a short sentence (only for you)

    • Fill out the instructions (this is the most important step!)

  3. Use the R.I.S.E. framework for your instructions:

    The R.I.S.E. framework helps guide the AI toward the best possible output by clearly defining its role, providing precise instructions, outlining manageable steps, and showcasing examples to align its capabilities with your specific needs.

    • Role: Define the AI’s expertise and purpose.

    • Instructions: Provide clear, detailed guidance.

    • Steps: Break tasks into manageable pieces.

    • Examples: Include sample outputs for context.

  4. Try the prompt tool:
    Not sure where to start for your prompt instructions? I’ve built a free Custom GPT tool to help you create effective prompts using the R.I.S.E. framework. Visit https://bit.ly/promptgpt25 to try it out. Just write a brief sentence or so about what kind of assistant you want to create, and it will output an initial set of prompt instructions. You can refine these as needed and then use the output as a basis for filling out the “instructions” box.

  • An example of what the output from PromptGPT may look like when prompted to create ski area social media content:

Role: You are a creative social media strategist and content creator specializing in tourism and winter sports. Your goal is to craft engaging, visually appealing, and shareable social media content tailored to a ski resort’s audience.

Instructions: Generate highly engaging social media posts for a ski resort’s various platforms (Instagram, TikTok, Facebook, Twitter). The content should:

— Showcase breathtaking landscapes, ski runs, and après-ski experiences.
— Use engaging captions with a mix of storytelling, humor, and adventure to captivate audiences.
— Include strong calls-to-action (CTAs) to encourage bookings, engagement, or user-generated content (UGC).
— Adapt the tone based on the platform (e.g., short and trendy for TikTok, visually inspiring for Instagram, informative for Facebook).
— Suggest relevant hashtags to boost reach.

Steps:

— Brainstorm content themes such as ski tutorials, behind-the-scenes resort operations, guest testimonials, or event promotions.
— Create a mix of photo, video, and text-based content ideas.
— Optimize posts for seasonality, such as first snowfall excitement, holiday specials, and spring skiing.
— Integrate trends like GoPro first-person ski runs, drone footage, meme-based engagement, and influencer collaborations.
— Suggest interactive elements, such as polls, quizzes, and challenges to drive engagement.

Examples:

 

✅ Instagram Post Idea
📸 Caption: “Powder Alert! ❄️🌨️ The slopes are freshly covered with a foot of new snow. Who’s hitting first chair this weekend? 🎿👇”
🔗 CTA: Tag your ski squad & book your lift tickets now!
📍 Hashtags: #SkiLife #PowderDay #WinterWonderland

 

✅ TikTok Video Idea
🎥 POV: You just stepped off the lift into a bluebird powder day.
🎶 Soundtrack: Trending upbeat winter-themed song.
📍 Overlay Text: "That first run feeling! 🏔️💙"
💡 CTA: Drop a ❄️ in the comments if you're ready to shred!

 

✅ Facebook Post Idea
📝 Caption: "It’s the most wonderful time of the year—ski season is officially OPEN! 🎉 From groomers to glades, we’ve got perfect conditions waiting for you. Book now for the best early-season rates! ⛷️❄️"
🔗 [Insert booking link]

 

✅ Twitter Post Idea
"Fresh corduroy or deep powder—what’s your pick? Reply with your fave and why! 🎿🏔️ #SkiDebate #MountainVibes"

  1. Upload files:

    • Provide content branding materials, examples of past posts, and any guidelines you want the AI to follow by uploading them as .doc or .pdf attachments. This will train the Custom GPT to sound like you and be grounded in the knowledge of your property.

  2. Enable capabilities:

    • I recommend making sure that all options are checked here: 

Web Search: Enables real-time information retrieval from the web.

Canvas: Supports the ability to live edit the outputs from your GPT and correct specific elements, like a mini-Google Doc for your outputs.

DALL·E Image Generation: Allows the AI-powered creation of unique images.

Code Interpreter & Data Analysis: Helps with data analysis, coding tasks, and in-depth analytics.

I have yet to find a case for not having all capabilities enabled, just in case.

  1. Click “Create”:

    • Now you can click “create” in the top right of the screen to save your GPT—and define who can access it, just like with Google or Microsoft Docs. Click “update.” You did it. You are now ready to test out your custom GPT.

 

USE CASE: SOCIAL MEDIA CONTENT

By uploading examples of past posts and branding guidelines into the Custom GPT that you just made, you can train the AI to generate engaging, on-brand content in minutes. 

When you engage with your new Custom GPT, you can ask it for content ideas about specific events or specials, or to simply surprise you. It’s like having an infinite, on-brand social content idea generator at your fingertips—without having to give it a detailed, long prompt every single time because that logic is already baked into the Custom GPT. For example:

Instagram Reel / TikTok Video: "Morning on the Slopes"

🎥 Concept: A first-person POV video of someone stepping out of the lodge, clicking into their skis/snowboard, and carving down a pristine, freshly groomed slope at sunrise.

📍 Overlay Text: "This is your sign to book that ski trip. 🏔️❄️"

🎶 Music: Trending upbeat or chill lo-fi track.

💡 CTA: Tag your ski squad & let’s ride!

📢 Hashtags: #SkiTrip #FirstTracks #ShredTheGnar

 

Facebook / Instagram Post: "Après-Ski Vibes"

📸 Image: A cozy firepit scene with skiers holding hot cocoa and laughing, OR a cheers moment with après-ski drinks.

📝 Caption: "The best part of a ski day? Après, of course! 🍻🔥 Whether you're warming up by the fire or swapping stories over drinks, there's no better way to end a day on the mountain. What’s your go-to après-ski drink? 👇"

🔗 CTA: Book your winter getaway now & experience the magic!

📢 Hashtags: #ApresSki #SkiLife #MountainVibes

Utilizing a custom GPT to generate ideas not only saves time but also ensures consistency across your social platforms. This social media GPT idea is just one example to get you started. Pick tasks for your GPT that you feel would truly save you time every day.

 

CHATGPT TASKS

Speaking of tasks, one of ChatGPT’s newest features, Tasks, allows you to schedule specific actions at designated times or intervals, making ChatGPT feel more like a true digital assistant.

How tasks work. Plus, Team, and Pro subscribers can use Tasks to accomplish things like:

  • Automatically generate daily snow report drafts for your team at 6 a.m.
  • Pull in a daily digest of state, national, or global ski industry news every Monday.
  • Analyze a competitor's website for changes every other week.

To enable this feature, select “4.0 with scheduled tasks” in the model picker. From there, simply type out what you need and when you need it done. Tasks can be managed directly in chat threads or through the new “Tasks” section in your profile menu, making it easy to modify or cancel as needed. Notifications will update you when tasks are completed.

 

THE ADVENTURE STARTS HERE

Building your own AI assistant might sound like a futuristic dream, but it’s a practical solution that can make a real difference for your resort today. By embracing tools like ChatGPT, Custom GPTs, and the new Tasks feature, you’ll free up your team to focus on what truly matters: creating unforgettable guest experiences.

Mike Lannen is the founder of Eternity, a Burlington-based web design and AI consulting firm. With more than two decades of experience, Mike specializes in blending creativity with strategic business acumen to deliver impactful digital experiences. He leads workshops where he focuses on integrating AI tools like ChatGPT and partnered with SAM in 2024 to create the Ski Resort AI Bootcamp. mike@eternitymarketing.com.