Gen Z Rejects Hotel Brand Names for Reviews and Free Breakfast

Gen Z travelers prioritize online reviews and practical amenities over traditional hotel brand names when booking accommodations. A July study by Rival Technologies found that 61 percent of Gen Z guests rely on reviews, while only 14 percent consider brand recognition, signaling a shift toward guest experience and functional value over established nameplates. [1]

Why are online reviews defeating brand recognition?

Guest-generated feedback now dictates booking decisions for the youngest generation of adult travelers. Nearly two-thirds of Gen Z travelers state that online reviews serve as their primary influence when selecting a property, according to reporting by Hotel Business. [1] In contrast, a mere 14 percent of this demographic point to a hotel's brand name as a deciding factor. [2] For hospitality marketers, this data indicates that reputation built upon actual guest experiences holds more weight than traditional brand awareness. [1] Qualitative responses from the survey participants emphasize a grounded approach to travel planning. [2] When describing an ideal trip, one respondent requested "a great place to stay in a prime location," and another prioritized "stress-free planning, making the most of my time and staying in a nice hotel." [1] These preferences highlight function, location, and value rather than brand loyalty. [2]

Which amenities actually drive Gen Z bookings?

Tangible, practical property features heavily dictate where this cohort chooses to spend their travel budgets. Nearly half of Gen Z travelers, 48 percent, say that physical amenities such as a pool, gym, or breakfast offerings influence their property selection. [1] Lodging Magazine reported that free breakfast ranks as a top priority for 56 percent of the demographic, while free WiFi influences 50 percent of travelers. [2] These numbers place basic amenities on the same tier as loyalty rewards, which 48 percent of respondents value. [1] Despite their reputation as digital natives, social media content influences just 12 percent of Gen Z booking decisions. [2] Both reviews and breakfast offerings remain steady priorities across all age bands within the Gen Z cohort, rendering them basic requirements rather than competitive differentiators. [1]

Are traditional hotels losing their default status?

Traditional hotel properties no longer hold a monopoly on the Gen Z booking process. Only 43 percent of these travelers default to booking a hotel room. [1] Another 27 percent state that their choice of accommodation depends entirely on the specific trip. [2] Meanwhile, 21 percent actively choose Airbnb for their stays. [1] This distribution leaves the majority of the Gen Z generation open to alternative lodging options on any given vacation or business trip. [2]

Does age change how Gen Z views loyalty programs?

Interest in hotel rewards programs increases sharply as Gen Z travelers age into their late twenties. Among the youngest adults in the cohort, aged 18 to 20, only 13 percent show an appetite for loyalty rewards. [1] According to Hotel Business, that interest nearly doubles to 24 percent among travelers aged 25 to 29. [1] Alongside this growing interest in points and tiers, older Gen Z travelers show rising demand for specific property perks, including room upgrades, flexible cancellation policies, and early or late check-in times. [2]

How do U.S. and Canadian travelers differ?

Geographic location dictates distinct technological and loyalty preferences across North American Gen Z travelers. The Rival Technologies study, which surveyed 878 participants across both countries, revealed that Canadian travelers rely more heavily on peer feedback, while U.S. travelers demand digital convenience. [1]

Canadian travelers are notably more likely to bypass hotel loyalty programs altogether compared to their American counterparts. [2] Conversely, U.S. travelers place a much higher premium on property connectivity and mobile-first check-in processes. [1]

What defines a successful trip for this generation?

Internal meaning and personal growth define travel success for Gen Z, rather than outward displays of status. Beyond the mechanics of booking a room, 84 percent of Gen Z travelers define the most meaningful trip as one that changes how they think. [1] Furthermore, 79 percent value experiences that they do not photograph higher than the act of capturing great photos. [2] The study, conducted via a 10-minute conversational survey on Rival's proprietary platform, underscores that authentic experiences are paramount for this demographic. [1]