Gen Z Travelers Prioritize Peer Reviews Over Established Hotel Brand Names

By LODGING Staff · Lodging Magazine · 2026-08-07

According to reporting from Lodging Magazine, a study by Rival Technologies indicates that younger travelers are largely indifferent to corporate branding. Only 14 percent of Gen Z respondents identified a hotel's name as a primary booking factor, choosing instead to rely on the

According to reporting from Lodging Magazine, a study by Rival Technologies indicates that younger travelers are largely indifferent to corporate branding. Only 14 percent of Gen Z respondents identified a hotel's name as a primary booking factor, choosing instead to rely on the