How younger travelers are redefining hotel discovery through peer content, platform-hopping, and a new standard of trust
Jul 2, 2025
Generation Z is transforming how travelers discover and choose hotels, moving away from traditional brand-led searches toward a fragmented, platform-driven journey fueled by peer input and visual content. According to SOCi’s 2025 Consumer Behavior Index, Gen Z consumers increasingly rely on TikTok, Reddit, Yelp, and Instagram—rather than a single search engine—to research and assess hospitality options. This shift demands that hotels rethink digital marketing strategies, as brand loyalty continues to erode and authenticity becomes a key driver of trust.
Key takeaways
- Fragmented discovery: Gen Z hotel shoppers no longer follow linear search paths. Instead, they bounce across multiple platforms—from TikTok and Reddit to Google Maps—piecing together their own journey.
- Declining brand loyalty: Nearly one-third of consumers aged 18–34 report being less loyal to brands than a year ago, with reputation ranking far below price, quality, and user-generated content in purchase decisions.
- Trust is peer-led: Authentic peer content on social platforms holds more influence than brand marketing or AI tools. Gen Z places high trust in reviews and visuals shared by real users.
- Implication for hotels: Legacy marketing strategies are outdated. To reach Gen Z, hotels must engage across various channels, show up authentically, and consistently demonstrate value.
- Connectivity matters: A separate Cox Business survey found that reliable Wi-Fi remains a key travel priority for Gen Z and millennial professionals, indicating hotels must meet not only discovery expectations but also tech-savvy service demands.
Download the SOCi’s 2025 Consumer Behavior Index
