Rival Technologies Research: Gen Z Trusts Online Reviews Over Brand Names by More Than Four Times When Choosing Hotels

According tonew research released by Rival Technologies, online reviews now have a far greater influence on Gen Z hotel booking decisions than brand names. Nearly two-thirds (61%) of Gen Z travelers say online reviews are the biggest factor influencing where they book, while only 14% consider the hotel brand name a top priority.

For travel and hospitality marketers, this finding suggests that word-of-mouth built through guest experiences now carries more weight than traditional brand awareness among the Gen Z demographic.

Beyond reviews, Gen Z travelers also pay close attention to practical amenities. Nearly half (48%) of respondents say amenities such as a pool, gym, or breakfast influence their accommodation choices. Free breakfast (56%) and free Wi-Fi (50%) have an impact comparable to loyalty rewards (48%), while social media influences only 12% of booking decisions.

The research also revealed several trends shaping how the next generation of travelers books:

• Hotels remain the top choice but no longer dominate.Only 43% of Gen Z default to hotels, 27% say it depends on the trip, and 21% choose Airbnb—meaning the majority of this generation is open to alternative accommodations for any given trip.
• Loyalty interest grows with age.Interest in rewards programs nearly doubles within this group, rising from 13% among those aged 18-20 to 24% among those aged 25-29, alongside growing demand for room upgrades, flexible cancellation, and early or late check-in.
• Reviews and breakfast are universal.Both remain key factors across all age groups, having shifted from differentiators to basic expectations.
• U.S. and Canadian travelers show different preferences.Canadian Gen Z rely more heavily on reviews (66% vs. 57%) and are more likely to skip loyalty programs entirely (21% vs. 13%); U.S. Gen Z place more value on free Wi-Fi (57% vs. 43%) and digital check-in (25% vs. 12%).
• Travel is about experiences, not status symbols.Beyond booking, 84% of Gen Z believe the most meaningful trips are those that change their perspective, and 79% value experiences that don't require photo documentation over getting great pictures.

"Gen Z is one of the most important growth audiences in travel, yet many existing 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 the reasons behind these choices requires ongoing conversation, not occasional surveys."

Qualitative findings highlighted a pragmatic and rational side to Gen Z's accommodation choices. One respondent described the ideal trip as "a good place to stay in a great location," while another emphasized "stress-free planning, making the most of time, and staying in a comfortable hotel." The focus was on functionality, location, and value, with brand names rarely mentioned.

Rival helps hotels and consumer brands understand evolving customer expectations through itsinsight community、Voice of Marketresearch and ongoing research programs. The company'sEmerging Consumer Indextracks Gen Z attitudes in the U.S. and Canada through biweekly research, providing subscribers with regularly updated data that can be analyzed via AI-assisted exploration tools, while also helping to keep synthetic audiences and large language models grounded in real human data.

This study was conducted in July 2026 viaRival's proprietary respondent panel, using theRival conversational research platform, surveying 878 Gen Z participants aged 18 to 29, including 443 from the U.S. and 435 from Canada. The survey collected both quantitative and qualitative feedback through a 10-minute conversational questionnaire.

To access the report:https://www.rivaltech.com/gen-z-travel