Research technology company Rival Technologies recently conducted a study of Gen Z travelers and found this cohort of globetrotters generally trusts online reviews more than brand sway.
The study found nearly two-thirds of Gen Z respondents cited online reviews as the biggest influence in determining where to book a stay, with just 14 percent saying that a hotel’s brand is their biggest deciding factor.
The study also looked at which hotel amenities influence a Gen Z traveler’s hotel pick. Some of the most-desired amenities for this generation included access to a pool and gym, free breakfast, and free WiFi.
Additionally, the study found less than half of Gen Z travelers automatically look for a hotel when booking a trip. Others will look at alternatives such as home rentals.
Furthermore, the youngest Gen Z travelers are far less concerned with rewards programs and loyalty to a certain brand, with brand loyalty increasing with age.
“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, Rival Group. “Reviews, recommendations and authentic experiences carry significant weight. Understanding why those choices are made requires ongoing conversations rather than occasional surveys.”
Read This Next
#TrazeeTravel
Insta FeedNorth America
Oct 22, 2026Take a Rage-Therapy Retreat at This New York City Hotel
Rage rooms are all the hype right now, and rightfully so. It’s a form of therapy in itself, and the trend now extends beyond designated rooms to hospitality. One boutique lifestyle hotel in the heart of New York City’s Times Square recently partnered with Lower East Side-based rage room The Ragery, where guests can safely let their rage soar to different levels.
Sponsored Content
A New Rhythm of Work in Seoul
SEOUL REDEFINES THE FUTURE OF WORKATION by seamlessly integrating business, leisure and culture across the city. From the established MICE hub of Magok to the creative energy and scenic lifestyle along the Han River, it offers a dynamic ecosystem where productivity and relaxation naturally coexist — positioning Seoul as a global destination for a new way of working and living.
Destinations / North America
Oct 22, 2026Stay in This Restored 1920s School Campus
In Fayetteville, West Virginia, you can now stay in what was once the town’s high school and middle school, thanks to the opening of Hill Hall Hotel. The 40-guestroom boutique property stretches out over the 1923 high school and Mid-Century middle school buildings, retaining some of the original architecture and layout, while updating amenities to meet modern travelers’ needs.
6 Skincare Mistakes to Avoid Before and After a Flight This Winter
An airplane’s cabin is already dry, but add in the winter climate and your skin practically begs for help. This season, keep skin healthy and moisturized by avoiding these six common mistakes when traveling:
Sponsored Content
12 Reasons to Visit Gozo, Malta’s Slower Sister Island
Gozo may be small in size, but Malta’s charming sister island offers a unique blend of natural beauty, deep-rooted history, rich culture and adventure. Gozo offers unforgettable experiences for every type of traveler. From picturesque villages and cliffside views to ancient temples and festive celebrations, the island invites visitors to slow down and savor the true Mediterranean lifestyle.
Destinations / Europe
Oct 21, 2026Ease Into Autumn with Anantara’s European Wellness Retreats
Anantara Hotels & Resorts welcomes travelers to an autumnal escape with a collection of wellness experiences across its European properties. From hot mindful yoga and meditation to signature treatments like a Monoi Oil Body Wrap, these immersive retreats let guests unwind and rejuvenate as the seasons fade into one another.
ShareThis