Online reviews have become a far stronger influence on Gen Z hotel bookings than brand names, according to a new report from research platform Rival Technologies. The study found that 61 percent of Gen Z travelers say online reviews are the biggest influence on where they book, while only 14 percent cite a hotel’s brand name.
For travel and hospitality marketers, the findings suggest that a reputation built through guest experiences now carries more weight with Gen Z than traditional brand recognition.
Beyond reviews, Gen Z travelers also place a high value on practical amenities. Nearly half say features such as a pool, gym or complimentary breakfast influence where they stay. More specifically, 56 percent rank free breakfast as an important factor, followed by free Wi-Fi at 50 percent and loyalty rewards at 48 percent. By comparison, social media influences just 12 percent of booking decisions.
The study also highlights several trends shaping how the next generation books travel. While 43 percent of Gen Z travelers default to hotels, 27 percent say their choice depends on the trip, and 21 percent prefer Airbnb, suggesting many remain open to alternative accommodations.
Interest in loyalty programs also grows with age. Among travelers ages 18 to 20, only 13 percent consider rewards programs important, compared with 24 percent of those ages 25 to 29. Older Gen Z travelers also show greater interest in room upgrades, flexible cancellation policies and early or late check-in options.
Regional differences also emerged. Canadian Gen Z travelers are more likely to rely on online reviews, with 66 percent citing them as a key influence compared with 57 percent of their U.S. counterparts. They are also more likely to skip loyalty programs entirely, at 21 percent versus 13 percent in the United States. Meanwhile, U.S. Gen Z travelers place greater importance on free Wi-Fi, at 57 percent compared with 43 percent of Canadians, and digital check-in, at 25 percent versus 12 percent.
The findings suggest Gen Z also values meaningful travel experiences over social media moments. The study found that 84 percent say the most meaningful trip is one that changes how they think, while 79 percent value experiences they do not photograph over getting great photos.
“Gen Z is one of the travel industry’s most important growth audiences, but many assumptions about how they make decisions no longer hold,” said Paula Catoira, chief marketing officer at Rival Group. “Reviews, recommendations and authentic experiences carry significant weight. Understanding why those choices are made requires ongoing conversations rather than occasional surveys.”
