What Millennials and Gen Z Really Want in a Vacation Rental
Millennials and Gen Z now drive nearly 75% of Airbnb bookings. These travelers are shaping the short-term rental (STR) market faster than most owners realize. If your property isn’t meeting their expectations, you’re not just missing a trend—you’re losing revenue.
The good news? Understanding what these guests value makes it easier to stand out, book faster, and increase rates without pushback. Here’s what the data tells us—and how to adapt now.
1. Unique Stays Outperform Generic Rentals
Travelers in their 20s and 30s are choosing “one-of-a-kind” over “comfortable and basic.” Unique properties—cabins, A-frames, converted barns—saw 123% growth from 2020 to 2024.
It’s not just the structure—it’s the experience. A mountain-view deck with a hammock. A mid-century living room that photographs well. A fire pit under string lights. Guests book what feels memorable.
Action step: Infuse character into your rental. Even small design touches—local art, bold accents, or themed décor—can lift perceived value and help your listing rank higher in Airbnb’s “Categories.”
2. Eco-Friendly Design Builds Trust and Loyalty
Sustainability is no longer niche. 90% of travelers now seek eco-friendly stays, and nearly 50% will pay a premium for them. From solar panels to refillable toiletries, eco-conscious features double as marketing.
These touches resonate especially in rural destinations like Western NC, where travelers expect harmony with nature. Rentals showcasing green practices in their photos and descriptions often outperform similar properties without them.
Action step: Highlight sustainable upgrades—even simple ones like recycling stations or local-sourced coffee. Guests notice, and reviews reflect it.
3. Digital Convenience Is Non-Negotiable
For Millennials and Gen Z, seamless tech isn’t a perk—it’s the baseline. Instant booking, smart locks, fast Wi-Fi, and automated check-in make or break a guest’s first impression. Airbnb rewards listings with instant responses and streamlined booking flows with better search placement.
Action step: Adopt guest-friendly tech that reduces friction. AI messaging tools, clear digital guidebooks, and reliable Wi-Fi position your rental as “effortless,” earning better reviews and repeat bookings.
4. Social Proof Drives Bookings
Millennials and Gen Z make travel decisions on social platforms first, OTAs second. TikTok and Instagram inspire trips more than Google. A single viral video of a treehouse or “hidden gem” cabin can spike bookings overnight.
They also trust peer reviews above all else. Properties with recent, photo-rich 5-star reviews are booked first.
Action step: Refresh your listing’s social appeal. Use high-quality photography that feels “shareable” and encourage guests to tag your property. User-generated content builds credibility faster than ads.
Why This Matters
Millennials and Gen Z aren’t just filling calendars—they’re reshaping what “hospitality” means. Owners who adapt to these psychographic trends are commanding higher ADR, filling last-minute gaps, and creating repeat demand.
Staying competitive means modernizing your guest experience now—not when bookings start slipping.
Book Your Guest Experience Audit
At Fuse Hospitality, we help STR owners align their properties with the exact behaviors driving 2025 bookings. From listing optimization to guest experience upgrades, our strategies are backed by data and designed to deliver results.
*Book your consultation today to modernize your rental, attract high-value guests, and boost revenue while staying ahead of traveler demand.