Google Adds AI Performance Data to Search Console

Google is continuing to change how businesses understand search visibility in the AI era.

For hospitality businesses, this creates a major shift. Traditional SEO reporting has focused on rankings, clicks, and impressions. Now, hotels also need to understand real travel needs and problems in order to compete for visibility in AI-powered search.

What Has Google Actually Launched?

Google has introduced a new AI Performance report in Search Console, designed to help website owners understand how their content performs in AI-powered search experiences. (Google Search Central), The report has been available across all accounts and countries since 12 August 2026.

What’s Included in the Report?

The AI Performance report provides insights into how users discover websites through AI search features. This includes:

• AI-generated search impressions
• Clicks from AI-powered search experiences
• Search queries and prompts that lead users to content
• Performance trends from AI-driven discovery

For hospitality brands, this creates a clearer picture of what travellers are asking before they visit a hotel website.

Where Does the Data Come From?

According to Google, the data comes from Search Console reporting systems that measure website performance across Google search experiences. Website owners can access AI performance data through their existing Search Console account when the feature is available. (Google Search Central)

This provides another layer of search visibility measurement alongside traditional SEO metrics.

How Can These Insights Help Your Hotel’s SEO/GEO Strategy?

AI performance data can help hospitality marketers move beyond ranking reports and better understand traveller intent.

Identify What Travellers Are Actually Looking For

AI search users often ask detailed questions rather than typing short keywords.

For example:

“Which luxury hotels in Bali are best for wellness retreats?”

“Where should I stay in Bangkok near shopping and public transport?”

“What hotels in Vietnam are suitable for families with children?”

These questions reveal specific guest needs, allowing hotels to create more useful content around accommodation, dining, wellness, events, experiences, and destination planning.

This supports both SEO and GEO strategies because AI systems need clear, structured, and trustworthy information to recommend brands.

For more insights, read HOP’s guide on how hotels should structure their site content to get cited by AI search.

Understand How AI Search May Evolve

Google has also continued investing in AI-powered experiences across Search, advertising, and local discovery. In its latest email to partners, including Heads on Pillows, Google highlighted that AI-powered features can now be used in video performance. (For more details, see here.)

These developments suggest that AI visibility will become an increasingly important part of the customer journey.

You Can Opt Out

As the UK Competition and Markets Authority (CMA) introduced measures giving publishers greater control over how their content is used in Google’s AI-powered search features, Google was required to include this opt out feature.

Why Would Businesses Opt Out?

Some businesses may choose to limit AI access because of concerns around content usage, copyright, competition, or control over how information is presented.

The discussion has also attracted attention from regulators, including the UK Competition and Markets Authority, which has reviewed concerns around AI search, publisher content, and market competition.

How Can You Opt Out?

Website owners can manage AI-related access through Google’s available controls and website directives. However, businesses should carefully consider the impact before limiting AI visibility.

For hospitality brands, being excluded from AI search may also mean missing opportunities to appear in future AI-powered recommendations.

What It Means for Hospitality Digital Marketing in 2026

Google has launched Social Media Insights, introduced AI Performance data in Search Console, and expanded AI-powered local discovery features such as Ask Maps. Together, these changes show a clear direction: AI is becoming a more practical assistant for everyday decisions.

For hotels and tourism brands, this means digital visibility is expanding beyond traditional search results.

The question is no longer only: “How do we rank higher?”

The bigger question is:

Will your hotel be the recommendation when travellers ask AI where to stay?

For more context, explore HOP’s guide on hospitality marketing in the AI era.