Gen Z Trusts Online Reviews Over Hotel Brand Names by More Than Four to One When Choosing Where to Stay
Online reviews have become a much stronger influence on Gen Z hotel bookings than brand names, according to new research from Rival Technologies. Nearly two-thirds (61%) of Gen Z travelers say online reviews are the biggest influence on where they book, while just 14% cite a hotel's brand name.
Key Findings
- Reviews > Brand Names:
- 61% of Gen Z travelers say online reviews are their biggest booking influence.
- Only 14% cite hotel brand names.
- Amenities Matter: Free breakfast (56%), free Wi‑Fi (50%), and loyalty rewards (48%) are top practical factors. Pools, gyms, and other amenities influence 48%.
- Social Media Minimal: Just 12% say social media impacts their booking decisions.
Booking Trends
- Hotels Still Lead, But…: 43% default to hotels, 21% choose Airbnb, and 27% decide based on the trip.
- Loyalty Grows With Age: Interest in rewards programs rises from 13% (18–20 yrs) to 24% (25–29 yrs).
- Universal Priorities: Reviews and breakfast are consistent across all age groups.
Regional Differences
- Canada: Heavier reliance on reviews (66%) and less interest in loyalty programs (21%).
- US: More emphasis on free Wi‑Fi (57%) and digital check‑in (25%).
Deeper Insights
- Meaningful Travel: 84% value trips that change how they think; 79% prefer experiences they don’t photograph over staged photo moments.
- Practical Mindset: Gen Z emphasizes location, function, and value over brand prestige.
Quote
Paula Catoira, CMO at Rival Group: “Reviews, recommendations and authentic experiences carry significant weight. Understanding why those choices are made requires ongoing conversations rather than occasional surveys.”
This study shows that for Gen Z, authentic guest experiences and practical amenities outweigh traditional brand recognition — a major shift for hospitality marketers.
