- Reviews influence most Gen Z bookings.
- Hotel brands influence 14 percent.
- Breakfast, Wi-Fi and points influence choices.
Only 14 percent of Gen Z travelers cite hotel brands as a key influence, while 61 percent say reviews matter most. Reviews influence 66 percent of Canadian Gen Z travelers, compared with 57 percent in the U.S.
"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 the Rival Group. “Reviews, recommendations and authentic experiences carry significant weight.”
Hotels are the first choice for only 43 percent of Gen Z travelers. Another 27 percent say it depends on the trip, while 21 percent prefer short-term rentals such as Airbnb.
Nearly half of respondents at 48 percent, said amenities such as a pool, gym or breakfast influence their choice of hotel. Free breakfast was the most valued at 56 percent, followed by free Wi-Fi at 50 percent and loyalty rewards at 48 percent. Social media influenced just 12 percent of booking decisions.
Free Wi-Fi was more important to U.S. Gen Z, at 57 percent, compared with 43 percent in Canada. Digital check-in also ranked higher among U.S. Gen Z, at 25 percent versus 12 percent in Canada.
Interest in loyalty programs increases with age among Gen Z travelers, the report noted. It rises from 13 percent among those aged 18 to 20 to 24 percent among those aged 25 to 29. Reviews and free breakfast remain important in all age groups, making them common expectations rather than major reasons for choosing a hotel.
A recent Travelport study found U.S. travelers want clearer pricing and simpler booking options.
