marketingHotel Business··1 min·For: Owner, GM, Marketing, Revenue
Gen Z Favors Online Reviews Over Hotel Brands, Study Finds
A new Rival Technologies study reveals that 61% of Gen Z travelers prioritize online reviews when booking hotels, compared to just 14% who rely on brand names. The research underscores that guest reputation and core amenities like free breakfast and WiFi carry more weight with this demographic than traditional brand recognition.
Key Takeaways
- 161% of Gen Z rank reviews as their top booking factor, while only 14% prioritize brand name.
- 2Practical amenities lead preferences: 56% value free breakfast, 50% seek free WiFi, and 48% look for pools or gyms.
- 3Only 43% default to hotels, with 21% preferring Airbnb and 27% choosing based on trip type.
Source: Hotel Business
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