Gen Z Trusts Online Reviews Over Hotel Brand Names by More Than Four to One When Choosing Where to Stay, Rival Technologies Study Shows

<p>Research finds amenities, guest experience and value outweigh traditional brand loyalty among Gen Z travelers VANCOUVER, BC, Aug. 6, 2026 /PRNewswire/ -- Online reviews have become a much stronger influence on Gen Z hotel bookings than brand names, according to new research from Rival...</p>