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How to get an independent hotel to appear in Microsoft Copilot (and Bing)

Updated 8 November 2026

Microsoft Copilot is in Windows, Edge, on mobile and in Microsoft 365. When someone asks it for a hotel, Copilot searches the web and answers with links to the pages it cites. For the work versions, Microsoft states that this search is done by the Bing service. So appearing in Copilot starts with being in good shape on Bing. Everything in this guide is free, and nobody can guarantee that Copilot will recommend you.

How Copilot decides what to cite

Copilot generates searches, reads the results and answers with linked citations. Microsoft gives specific advice for a page to be cited in Copilot and in Bing's AI summaries:

Step 1: your Bing Places listing

Bing Places for Business is Bing's business listing, also used on its map, and it is free. If you already have a Google Business Profile, you can import it from the dashboard. Verification is usually done with a postcard carrying a PIN. Check that name, address, phone, reception hours and website match your website and your platforms.

Step 2: your website in Bing Webmaster Tools

Bing Webmaster Tools is Bing's console for site owners. If you already use Google Search Console, you can import your site and it is verified automatically, with its sitemaps. Since February 2026 it has an AI Performance report, still in preview, showing how often your site is cited in Copilot and Bing's AI summaries, and for which searches.

Step 3: announce changes with IndexNow

IndexNow is an open protocol to tell search engines the moment a page is added, updated or deleted. It is used by Bing, Yandex, Naver, Seznam, Yep and Amazon, and a notice to one is shared with the others. If you change prices, seasons or rooms, letting Bing know quickly helps Copilot avoid repeating old details.

Step 4: don't shut Bing out by accident

Check with whoever runs your website that Bingbot is not blocked in robots.txt. Today the noarchive tag keeps a page out of Bing's chat answers. In October 2026 Microsoft announced new settings that separate use for training models from use for answering (grounding): they start to apply on 1 February 2027, and from 1 March 2027 noarchive and nocache are no longer read as AI preferences. If you want Copilot to cite you, do not mark your pages to be excluded from answers.

Step 5: a page that answers what travellers ask

Copilot cites pages that answer well. Write on your website, in text and not only in photos: where you are and how far from the main sights, your room types, what the price includes, times, parking, pets, accessibility and how to book direct. Real FAQs and your tourist registration number help.

What about Bing hotel ads?

Microsoft Advertising offers lodging campaigns (hotel price ads and property promotion ads) paid per click or by commission. They are paid and not needed to appear in Copilot's answers.

How iQuota helps

The official page iQuota publishes for each property carries structured data, is in the sitemap and is announced to Bing with IndexNow every time it changes. iQuota's connector also lets AI assistants check prices and availability and book direct, commission-free. We cannot guarantee that Copilot or any AI will recommend you.

Want an official page Bing hears about instantly, with direct booking? The first 30 hotels join free until 30 June 2027.

See the Founding Hotels programme

Frequently asked questions

Does it cost anything to appear in Copilot?

No. Bing Places, Bing Webmaster Tools and IndexNow are free. Only Microsoft Advertising hotel ads are paid, and they are not needed.

If I'm on Google, am I on Bing?

Not necessarily. They are separate indexes. You can import your Google profile into Bing Places and your Search Console site into Bing Webmaster Tools in a few minutes.

How do I know if Copilot cites my site?

The AI Performance report in Bing Webmaster Tools, in preview since February 2026, shows citations in Copilot and the searches behind them.

Sources

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