Gen Z Travelers Value Reviews Over Brand Loyalty

The study of 878 participants aged 18 to 29 across the U.S. and Canada reveals a generation driven by pragmatism rather than status. Amenities such as complimentary breakfast and Wi-Fi consistently outperform loyalty rewards in influencing bookings. This shift suggests that modern hospitality success depends on transparent guest experiences and functional value rather than the legacy weight of a corporate logo.

While traditional hotels remain the most common choice, the landscape is increasingly fragmented. Only 43% of Gen Z travelers default to hotels, with nearly a quarter opting for platforms like Airbnb. Competitive habits also diverge by region: Canadian travelers lean more heavily on reviews and are less likely to participate in loyalty programs, whereas U.S. travelers prioritize digital convenience, such as seamless check-in processes. Paula Catoira, chief marketing officer at Rival Group, noted that the industry must move beyond outdated assumptions to keep pace with these evolving expectations, emphasizing that authentic, stress-free travel experiences now define the booking journey.