Women in Ireland are far more likely to take charge when it comes to booking hotels for leisure trips, with 78% saying they usually choose the accommodation, compared with 66% of men.
New research from Savills Ireland, conducted by iReach among 1,000 adults nationwide, found that over a quarter (26%) of men admit their wife or girlfriend typically books the hotel. By contrast, just 10% of women say the same about their husband or boyfriend – suggesting that in many households, it’s the women who hold the planning reins.
When it comes to choosing a hotel, the top three priorities for Irish consumers are clear: price and value for money (88%) come out on top, followed by location (63%) and cleanliness and comfort of the rooms (46%).
The Savills survey also revealed some striking generational differences:
- Almost half (48%) of Gen Z say guest reviews and ratings influence their hotel choices, compared to just 34% of Boomers and 32% of Gen X.
- Only 10% of Gen Z and 9% of Gen Y would be swayed by customer service or staff friendliness – compared with 36% of Boomers.
- Boomers are also the most concerned about on-site dining, with 83% rating this as a top hotel must-have, versus 49% of Gen Z.
Interestingly, some of the least important considerations overall were customer service and staff friendliness (cited by just 20%) and a hotel’s food and beverage offering (24%).
In terms of booking habits, Boomers are the most self-sufficient, with 78% saying they pick their own hotel, followed by 71% of Millennials and only 61% of Gen Z. In fact, more than one in four Gen Z respondents said they get a family member to select and book the hotel for them – a much higher proportion than any other age group.
Commenting on the findings, Ellen O’Donovan, Hotels & Leisure Analyst at Savills Ireland comments:
“Price is the top priority when choosing a hotel – and that’s understandable given the cost-of-living pressures so many households are facing. But our research shows there’s a wide range of factors that can tilt the scales, from convenience and reviews to dining options and who actually makes the booking”.
“From women taking the lead, to Gen Z relying on parents, to Boomers confidently booking for themselves, it’s fascinating to see how booking habits vary by age and gender.”
“The results really highlight a generational divide in what consumers value when booking hotels. For younger travellers, it’s all about digital validation – guest reviews and online ratings are driving decisions more than personal service or traditional hospitality touches. This isn’t surprising in an era where social proof carries huge weight and platforms like TikTok and Instagram shape travel choices."
“On the other hand, older generations continue to value the more human aspects of hospitality. For Boomers, staff friendliness and customer service play a much bigger role — suggesting that positive face-to-face experiences still count for a lot when choosing where to stay.”
“The findings also point to a challenge and an opportunity for hoteliers. While investing in staff training and service quality is clearly still vital for attracting and retaining older guests, there's a clear need to manage digital presence and review platforms carefully to appeal to younger travellers — many of whom may never look beyond the online rating before booking”.
The Savills survey shows that while the vast majority of people book themselves, just 2% of respondents are using travel agents. Dubliners, however, were slightly more likely than others to turn to professional help, with 4% saying they rely on a travel agent, compared with just 1% elsewhere in the country.