marketingLodging Magazine··1 min·For: Marketing, Revenue, Owner, GM
Gen Z Favors Reviews Over Hotel Brands, Study Finds
New research from Rival Technologies reveals that 61% of Gen Z travelers prioritize online reviews over brand names when booking hotels. The study highlights that functional amenities like free breakfast and WiFi carry more weight than traditional marketing.
Key Takeaways
- 161% of Gen Z rank online reviews as their top booking influence, compared to just 14% for brand name.
- 2Free breakfast (56%) and free WiFi (50%) outperform social media influence (12%) for booking choices.
- 3Loyalty program interest grows with age, rising from 13% among 18-to-20-year-olds to 24% for ages 25-29.
Source: Lodging Magazine
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