Why Gen Z Travelers Are Ditching Big-Brand Hotels

 

In the ever-evolving landscape of travel and hospitality, one trend stands out clearly: Generation Z—those born between the mid-1990s and early 2010s—are turning away from traditional big-brand hotels. Instead, they’re seeking personalized, authentic, and meaningful experiences, often choosing boutique accommodations, local stays, or even unconventional lodging options over well-established hotel chains.

But why are Gen Z travelers—now coming into their prime travel years—so intent on redefining the hospitality scene? What are they looking for that traditional hotels fail to offer? And what does this mean for destinations like Iowa, where both large and small hospitality brands are trying to adapt?

Let’s explore the motivations behind this shift, what Gen Z wants in a travel experience, and how local options like hotel suites in Orange City Iowa are aligning more with Gen Z preferences than many may realize.

Who Is Gen Z and Why Do They Matter to the Travel Industry?

Gen Z includes individuals born from roughly 1997 to 2012. They are digital natives who grew up with smartphones, social media, and the internet. As of 2025, many in this demographic are in their early 20s to late 20s, traveling for education, leisure, work, and social causes.

According to Expedia and Airbnb travel reports, Gen Z is now one of the fastest-growing consumer groups in the travel sector. Their unique values and digital-first mindset are not only influencing where they go but how they stay, what they spend money on, and what they share online.

1. Authenticity Over Luxury

One of the most prominent reasons Gen Z travelers are avoiding large hotel chains is their desire for authentic experiences.

The Problem With Big Brands

Large hotel chains often follow standardized procedures and aesthetics. Whether you’re in a Marriott in Paris or a Hilton in Des Moines, the décor, the service, and even the menu often feel eerily similar. While this consistency appeals to business travelers or older generations, Gen Z views it as stale or uninspired.

Gen Z values uniqueness over uniformity. They want to immerse themselves in local culture, interact with communities, and stay somewhere that tells a story—not just sleep in another corporate suite.

Local Alternatives Rising

Small-town stays, such as hotel suites Orange City Iowa, appeal more to this generation because they offer a personalized experience. These hotel suites often feature local architecture, are run by community members, and give travelers a real sense of the place they’re visiting.

In Orange City, for example, Dutch-inspired design, locally-run inns, and nearby cultural attractions like the Tulip Festival provide a level of immersion that big-box hotels just can’t replicate.

2. Digital Experience and Tech Integration

Being digital natives, Gen Z expects seamless technology integration throughout their travel experience. This includes:

·         Mobile booking and check-in

·         Digital room keys

·         Smart TV and Wi-Fi access

·         Contactless payments

·         Social media integration

Where Big Hotels Struggle

While many major brands are now catching up with digital tools, they are often slow to innovate due to their size and structure. Gen Z finds this frustrating—especially when smaller accommodations offer faster, more responsive tech through apps, smart locks, and instant customer service via text or WhatsApp.

Iowa's Response to Tech-Savvy Travelers

Many hotels in Iowa are updating their systems to include digital conveniences. Boutique properties and independent suites in towns like Orange City or Sioux City often implement tech upgrades faster than big chains because of their agility and smaller scale.

3. Affordability Without Compromise

Contrary to popular belief, Gen Z is not cheap—they’re value-driven. They’re willing to spend, but only when they see real, tangible value. Traditional hotels, which often charge premium prices for brand-name recognition and large-scale amenities (like pools or spas that may not be used), are often perceived as overpriced.

Why Big Brands Miss the Mark

Room service, resort fees, and expensive add-ons make big-brand hotels less appealing. Gen Z travelers prefer to spend on experiences over accommodation. They’d rather stay in a locally owned suite or modest hotel and use the savings for activities, local food, or even social causes.

The Value of Local Options

Properties offering hotel suites in Orange City Iowa or other small-town accommodations often provide better value—larger rooms, kitchenettes, free parking, and breakfast—without unnecessary extras that inflate costs. This aligns with Gen Z’s preference for smart spending.

4. Sustainability and Social Impact

Gen Z is the most environmentally conscious generation yet. Sustainability, ethical practices, and social justice are not optional for them—they’re essential.

Hotel Chains and Environmental Shortcomings

While many hotel chains have begun "green" programs, such as towel re-use or plastic elimination, these changes often feel superficial or performative. Gen Z travelers seek real, transparent commitment to sustainability, local sourcing, and eco-conscious building.

Supporting Local Hotels in Iowa

Staying at independently owned hotels in Iowa often means supporting a local family or entrepreneur, rather than funneling money into a global corporation. Many local hotels source goods from nearby farms or artisans, reduce waste, and offer information about how guests can engage respectfully with the environment.

This “travel with purpose” philosophy is deeply important to Gen Z, who want their dollars to make a difference.

5. Social Media Worthiness

This generation lives online, and Instagrammability and TikTok appeal are major travel factors. Unique, aesthetically pleasing accommodations drive bookings more than loyalty programs or frequent flyer points.

Hotel Chains Are Less Shareable

Corporate carpeting, beige hallways, and generic lobbies don’t make good content. Gen Z wants visual appeal, clever design, and unexpected touches—whether it's mural walls, themed rooms, or creative lobby spaces.

Photo-Worthy Alternatives in Iowa

Whether it’s the tulip-lined streets of Orange City or a quirky, repurposed barn stay in rural Iowa, the state offers plenty of visually compelling lodging options. Smaller hotels or boutique suites have the freedom to experiment with bold décor, local art, and Instagram-worthy design.

In particular, many hotels in  Iowa incorporate Dutch architecture, colorful floral arrangements, and charming exteriors that draw the attention of social media-savvy travelers.

6. Flexibility and Customization

Big brands rely heavily on uniformity. While this ensures consistency, it also limits creativity and flexibility. Gen Z craves customized experiences, whether it's a vegan breakfast option, a local art tour, or a curated playlist in their room.

The Rise of Personalized Stays

Smaller accommodations in places like Iowa are responding by offering custom packages, local partnerships, and personalized welcome experiences. Whether it’s getting early access to the Tulip Festival or booking a pottery class with a local artisan, these curated options are exactly what Gen Z values.

7. Community Connection

Finally, Gen Z is deeply connected to the idea of community. They don’t want to just observe a place—they want to participate in it. Whether that means eating at a mom-and-pop diner, attending a local event, or volunteering, they seek immersive travel.

Hotels as Community Hubs

Many local hotels in Iowa, especially in small towns like Orange City, function as community centers. They host local events, promote nearby businesses, and even partner with local farms or artists. This level of community integration is hard to find in large-scale chain hotels.

What This Means for the Future of Travel

As Gen Z continues to shape travel trends, the hospitality industry will need to evolve. This doesn’t mean the end of big-brand hotels, but it does signal a demand for more localized, authentic, and tech-savvy experiences. Chains will need to rethink their approach—perhaps decentralizing design, incorporating local culture, and offering more flexible, personalized services.

How Iowa is Adapting

For travelers heading to the Midwest, hotels in Iowa are already ahead of the curve. From university towns to rural festivals, Iowa offers a rich blend of culture, comfort, and affordability. Whether you're looking for hotel suites in Orange City Iowa or a small lakeside inn in Okoboji, there's a growing movement of local lodging options that align with what Gen Z wants: authenticity, affordability, and adventure.

Conclusion

Gen Z is redefining travel, and their impact on the hotel industry is just beginning. The generation that grew up online is now exploring the world—with a clear preference for real over routine, local over large-scale, and meaning over luxury.

For destinations like Iowa, this presents an exciting opportunity. By embracing their unique local charm, offering smart and affordable suites, and tapping into community experiences, hotels in Iowa—particularly independent or boutique accommodations—are becoming prime destinations for Gen Z travelers.

So the next time you're planning a trip—whether it's to explore Dutch heritage, attend a music festival, or just experience the quiet charm of the Midwest—consider bypassing the big brands. The perfect Gen Z-approved adventure might just begin with a cozy, Instagrammable hotel suite in Orange City Iowa.