Local Over Label
Roughly three in four Zillennials do not identify with hotel brand loyalty, gravitating toward authentic, localized, and vibe-aligned properties.
Familiarity no longer guarantees preference; for Zillennials, “authentic” beats “established.” Appealing to this group requires brands to localize their properties not just in operations but also in content and vibe—especially on social and digital platforms. If your hotel feels like an extension of the city, you’ve done something right in the eyes of this group.
Quote from the Tribe:
“I skip right past hotels that feel too corporate or disconnected. I want rooted, not just polished and packaged."
- 31-year-old traveler from Saudi Arabia - 7 trips per year.
Commercial Takeaway:
Invest in content and visuals that showcase embedded local culture—through design, partnerships, or storytelling. Zillennials will choose the hotel that feels like the neighborhood, not just sits inside it.
Message us to discuss how your approach compares.
About the MODIV Tribes Series
Since 2022, MODIV’s always-on Mindset® study has engaged more than 48,000 frequent travelers across 25 countries. Our mission: decode the why behind traveler behavior—so travel and hospitality brands can act smarter, faster, and with greater commercial precision.
Our Tribes series distills what hospitality leaders need to know—direct from the source. Each quarter, we engage Business Travelers, Luxury Travelers, Zillennials, and Meeting Planners through our proprietary Mindset® study, then translate what we hear into strategic insights you can use.
This isn't one-and-done research. Each week, we go back to a tribe to test sharper questions based on what you tell us you need to know. Got a question you want answered? We invite you to add your voice in the comments or reach out directly.
About the Zillenial Travel Tribe
This study reflects insights based on a blended qualitative and quantitative session with 133 travelers from 15 countries who are 1-33 years old and take at least three trips per year for business.
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