Trust is a peer-driven currency.
Zillennials are brand curators. And that process is happening far away from most hotel brand websites, in places like social stories, reels, and niche blogs. Our research indicates that early-stage content, viewed before consideration, is emerging as the decisive moment in trust-building.
What earns that trust? Content that feels unscripted and voiced by “real people.” Even the celebrity-culture of paid influencers appears to be waning, with more than half of the Zillennials we chatted with indicating they are losing trust in the “aspirationalization” of influencer content when it comes to travel.
It should also come as no surprise that static imagery is fading in influence, replaced by short-form video, creator partnerships, and behind-the-scenes storytelling. When Zillennials see peer-to-peer content or real-time “day in the life” narratives from other guests, they’re more likely to stop scrolling and start dreaming.
Quote from the Tribe:
“I see too many of the same pics of a lobby and a fluffy bed. I assume all hotels are the same. There are no people anywhere doing real-life things.”
Commercial Takeaway:
Rethink your top-of-funnel content. Elevate creator partnerships and lean into lo-fi, guest-led storytelling. Show, don’t tell, how your hotel fits into real lives, not just cookie-cutter brand websites.
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 quarter, 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 Zillennial Travel Tribe
This study reflects insights based on a blended qualitative and quantitative session with 133 travelers from 15 countries who are 19-33 years old and take at least three trips per year for business.