Gen Z Hotel Rankings: How Hotel Brand Consideration Differs By Generation

Hotel consideration varies considerably by generation, with Hilton leading among Gen Z (42.6%) and Millennials (48.3%), while Marriott narrowly leads among Gen X (49.1%) and ranks first among Baby Boomers+ (45.8%). What travelers value also differs: cleanliness is the top consideration overall at 79.1% and becomes more important with age, while online reviews carry more weight with Gen Z (37.3%) and Millennials (36.8%) than with Baby Boomers+ (25.7%). Price is also considerably more important to older travelers than Gen Z.

The findings reinforce that travel marketing shouldn't take a one-size-fits-all approach. Sellers can work with hotels, resorts, travel agencies, attractions, restaurants, tourism organizations and other hospitality businesses to tailor messaging by audience, emphasizing reviews and experiences when targeting younger travelers and cleanliness, value, service and trusted brands when reaching older generations.