Generation Z Favors Online Reviews Over Hotel Names When Booking Stays

The Preference Shift: Gen Z's Approach to Hotel Bookings

In the rapidly evolving landscape of travel, Generation Z emerges as a unique cohort with distinct preferences and priorities. According to a recent study conducted by Rival Technologies, this generation exhibits a remarkable trend: they trust online reviews significantly more than the names of hotel brands when choosing accommodations. The findings reveal that 61% of Gen Z travelers consider online reviews to be the most influential factor in their booking decisions, overshadowing the traditional reliance on brand recognition, which only holds weight for about 14% of these travelers.

The New Influencers: Reviews and Amenities

The research further highlights that for this demographic, practical amenities and guest experiences are paramount. Nearly half of the Gen Z respondents stated that features such as swimming pools, fitness centers, and complimentary breakfasts play significant roles in their hotel choices. Notably, free breakfast ranks as the most valued service at 56%, followed closely by free Wi-Fi (50%) and loyalty rewards (48%). Meanwhile, social media influence remains relatively low, affecting only 12% of their decisions.

Broadening Horizons: Alternative Accommodations

The study indicates a shift away from the conventional choice of hotels, as only 43% of Gen Z travelers automatically opt for hotel stays. In contrast, 27% stated their choice depends on the specifics of their trip, and a noteworthy 21% indicated a preference for platforms like Airbnb. This openness to diverse accommodation options signals a transformation in travel habits, with an increasing number of young travelers seeking alternatives to traditional hotels.

Growing Loyalty with Age

As Gen Z matures, their interest in loyalty programs is steadily rising. The survey found that participation in rewards programs nearly doubles as they age, increasing from 13% among 18-to-20-year-olds to 24% for those aged 25-29. Additionally, there is a growing appreciation for flexible cancellation policies and options for early or late check-ins, marking a pronounced shift toward valuing personalized travel experiences.

Reviewing the Data: Consistent Preferences Across Ages

The theme of reliance on reviews and the importance of breakfast holds steady across all age segments. This leads to the conclusion that these elements are fundamental expectations rather than distinguishing factors. With 84% of Gen Z asserting that the most meaningful trips are those that induce personal growth or change in perspective, it becomes clear that they prioritize experiences over mere social media validation. Nearly 79% value moments that remain unphotographed, emphasizing the significance of authentic experiences during their travels.

Insights for the Travel Industry

"Gen Z represents a crucial segment of growth for the travel industry, but many misconceptions about their decision-making processes have emerged," states Paula Catoira, Chief Marketing Officer at Rival Group. The data reveals that this generation values reviews, recommendations, and genuine experiences over established brand names. To successfully engage with this audience, marketers and hospitality brands must evolve to encompass a more conversational understanding of their needs, moving beyond surface-level insights.

The qualitative insights gleaned from this study further illuminate the grounded and practical nature of Gen Z's travel choices. For instance, one participant expressed that an ideal trip revolves around finding "a great place to stay in a prime location," while another highlighted the importance of "stress-free planning and maximizing time together, paired with a nice hotel stay." This clearly indicates a preference for functionality, location, and value instead of brand loyalty.

Rival Technologies continues to assist hospitality and consumer brands in navigating the evolving customer landscape through ongoing research and insights. Their Emerging Consumer Index actively tracks Gen Z attitudes across North America, providing invaluable data for those looking to align their strategies with this influential demographic.

Methodology

This study was conducted in July 2026, surveying 878 participants aged 18 to 29 in the U.S. and Canada via Rival's conversational research platform. It aimed to capture both quantitative and qualitative insights from the Gen Z travel experience, offering a comprehensive view into how this generation approaches travel.

For further details about the findings and to access the full report, visit Rival Technologies.