VANCOUVER, BC—Online reviews have become a much stronger influence on Gen Z hotel bookings than brand names, according to new research from Rival Technologies. Nearly two-thirds (61 percent) of Gen Z travelers said that online reviews are the biggest influence on where they book, while just 14 percent cited a hotel’s brand name.
For marketers in the travel and hospitality space, the findings suggested that reputation built through guest experiences carries more weight with Gen Z than traditional brand recognition.
Beyond reviews, Gen Z travelers also placed a high value on practical amenities. Nearly half (48 percent) said features such as a pool, gym, or breakfast influence where they stay. Free breakfast (56 percent) and free WiFi (50 percent) ranked alongside loyalty rewards (48 percent), while social media influenced just 12 percent of booking decisions.
The qualitative findings underscored how grounded and practical Gen Z has become about where they stay. One participant described the ideal trip as “a great place to stay in a prime location,” while another pointed to “stress-free planning, making the most of my time, and staying in a nice hotel.” The emphasis was on function, location, and value, rarely on a brand name.
Additional Findings
The study also highlighted several trends shaping how the next generation of guests book travel:
- Hotels lead but no longer dominate. Only 43 percent of Gen Z defaulted to a hotel, while 27 percent said it depends on the trip and 21 percent chose Airbnb, leaving most of this generation open to alternatives on any given trip.
- Loyalty appetite grows with age. Interest in rewards programs nearly doubled across the cohort, from 13 percent among 18-to-20-year-olds to 24 percent among 25-to-29-year-olds, along with rising interest in upgrades, flexible cancellation, and early or late check-in.
- Reviews and breakfast are universal. Both held steady as top factors across every age band, making them table stakes rather than differentiators.
- U.S. and Canadian travelers diverge. Canadian Gen Z leaned even harder on reviews (66 percent versus 57 percent) and are more likely to skip loyalty programs entirely (21 percent versus 13 percent), while U.S. Gen Z placed more weight on free WiFi (57 percent versus 43 percent) and digital check-in (25 percent versus 12 percent).
- The trip itself is about meaning, not status. Beyond booking, 84 percent of Gen Z said the most meaningful trip is one that changes how they think, and 79 percent valued experiences they do not photograph over getting great photos.
Statement From Leadership
“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.”
