How Millennial and Gen Z Travellers Are Changing Hotel Expectations

For decades, hotel bookings were ruled by points, package deals, and predictable preferences. But a new generation of travellers has entered the chat, and they’re doing things differently.

Millennials and Gen Z aren’t just looking for a place to sleep. They want meaning, value, beauty, and flexibility. They want hotels that feel as curated as their Instagram feeds, and prices that don’t punish spontaneity. And more than anything, they’re asking: is this stay worth it?

If you run a hotel or book like someone who cares about the experience, here’s how younger travellers are reshaping the hospitality landscape in 2025.

1. They Care More About the Why Than the Stars

Forget obsessing over star ratings. This generation is more interested in vibe, design, and purpose. Is the hotel beautiful? Is it locally rooted? Does it feel like somewhere worth remembering?

A small boutique stay with character and thoughtful interiors will beat a beige five-star chain almost every time.

2. They Expect Seamless Digital Booking — Without the Commission Game

Millennials and Gen Z are savvy. They know public booking platforms add markups. They use tools, price trackers, and (increasingly) membership-based booking models like Secret Stays, where they get better access without commissions inflating the price.

They value transparency and fairness, not loyalty points with blackout dates.

3. Design Is Not a Bonus - It’s a Baseline

Aesthetics matter. Younger travellers expect hotels to feel like somewhere they’d want to spend time, not just crash for the night. That doesn’t mean every stay needs a neon sign and terrazzo tile, but it does mean that design, mood, and layout influence booking decisions more than ever.

4. They Prioritise Flexibility Over Formality

Gen Z and Millennials are ditching rigid check-in times and complicated cancellation policies. They appreciate easy self-check-in, late checkout, flexible terms, and a sense that they’re welcome, not just processed.

Hotels that remove friction win loyalty without needing a stamp card.

5. Sustainability and Local Impact Matter

Booking with a conscience is on the rise. These generations want to know:

• Is the hotel locally owned?

• Do they use local suppliers or feature regional design?

• Are they trying to reduce waste or offer refillable products?

it’s about intention.

6. They Want Choice Without Chaos

Too many booking platforms overload the user with hundreds of tabs and confusing prices. Millennials and Gen Z want freedom of choice but clarity too. That’s why curated platforms with clean interfaces and smart filters are becoming their go-to.

The Secret Stays Perspective

At Secret Stays, we’re seeing firsthand how these shifts are playing out. More of our members, especially those in their 20s and 30s, are choosing design-led hotels, booking more often throughout the year, and skipping comparison sites in favour of commission-free pricing.