On the 10th of February 2026, Microsoft officially launched the AI Performance dashboard in Bing Webmaster Tools. This is a pivotal moment for digital marketing - it is the first time a major search engine has provided first-party data on how content is cited within generative AI experiences like Microsoft Copilot and Bing’s AI summaries.
What does this update mean for your hotel website?
For hoteliers, visibility is no longer just about the "blue links" on traditional search engine page results (SERPs). It is about getting your hotel recommended to prospective guests who use Copilot and other AI platforms.
Microsoft Bing's new AI reporting dashboard allows you to identify:
- Top Performing Themes: Discover which specific amenities or local guides the AI frequently retrieves to answer guest queries.
- Optimisation Opportunities: Identify high-value pages that are indexed but not yet cited, allowing for tweaks (like creating dedicated pages with clear content) to improve AI extraction.
- Emerging Topics & Gaps: You can now analyse "grounding queries", which are common phrases users ask in Microsoft's AI platforms. This allows you to uncover niche travel trends where your hotel lacks dedicated, authoritative content.
Why is this update a good indicator for GEO analytics?
Generative Engine Optimisation (GEO) is the practice of optimising content for AI-driven search. This update provides some of the empirical data needed to track these efforts.
While Copilot often answers a user’s intent within the chat (meaning they might never visit your website, also known as zero-click searches), we can now use citation volume and cited page counts as KPIs. This proves your content is influencing the guest's journey even before they click through to your site.
With this data, we can move from "guessing" what works in GEO to refining our strategy based on facts. We can track if a content restructure led to a 20% increase in citations, providing a concrete ROI for AI-focused content work.
Your move, Google
Last but by no means least, Bing’s transparency puts significant pressure on Google. While Google Search Console currently includes AI Overviews (AIO) data within its general performance reports, it lacks a distinct AI dashboard. Bing’s move will likely force Google to release more granular AI-specific reporting to keep webmasters engaged with their platform.
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