Rival Technologies research shows Gen Z favors online reviews over hotel brands 61% to 14%
XLY•Hotels still lead, but Airbnb has traction
Hotels remain the default for 43%, while 21% choose Airbnb, signaling weaker category lock-in for lodging operators.
Gen Z prioritizes reviews over hotel brands
Rival Technologies research found Gen Z prioritizes online reviews over hotel brand names for bookings, 61% versus 14%.
Amenities and perks influence booking choices
Amenities also drive decisions, with 48% citing features like pools or gyms; free breakfast ranked 56%, and free Wi-Fi 50%.
Loyalty interest rises with age and varies by market
Loyalty interest rises with age, from 13% among ages 18-20 to 24% among ages 25-29, supporting targeted rewards investment.
Cross-border split: Canada leans more on reviews at 66% versus 57% in the U.S.; U.S. travelers emphasize free Wi-Fi at .
