According to the hotel booking site Getaroom.com, and hospitality reputation management company ReviewPro, Millennials/Gen Y rely on user-generated peer reviews to help make their travel booking decisions much more than older generations.
They also explained the reasons and motivations behind that behavioral trend with Skift.
Since launching in 2009, Getaroom has amassed over 90,000 hotel listings, with about 60-65% of those located in North America.