Study Finds Gen Z Travelers Trust Reviews More Than Brands

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.”