One hotel list, four generations, different ways to check in. YouGov BrandIndex data reveals Taj Hotel’s unusual cross-generational appeal, while Marriott, Hyatt and Hilton find stronger traction among millennials.
What makes a hotel brand stand out can change with age and every generation. From Gen Z and Millennials to Gen X and Baby Boomers+, travellers may consider the same brands but not always in the same way.
YouGov’s India hotel rankings by generation explore how the overall Top 10 hotel brands in India perform across age groups. The findings reveal a generational mix, where some names resonate broadly, while others gain greater traction among particular age groups.
One Brand, Four Generations
Hotel preferences may change with age, but Taj Hotels & Palaces appears to have found something remarkably universal.
According to YouGov BrandIndex data, Taj leads hotel-brand consideration across every generation shown in the analysis, recording 19.0% among Gen Z, 25.1% among Millennials, 27.8% among Gen X and 23.4% among Baby Boomers+.
Its strongest showing comes from Gen X, where Taj leads ITC Hotels by 3 percentage points.
ITC Resonates With Older Guests
At 20.0% overall, ITC Hotels ranks second, and its appeal is particularly evident among older consumers. Consideration reaches 24.8% among Gen X and 21.5% among Baby Boomers+, compared with 14.9% among Gen Z.
The numbers suggest that heritage and familiarity still carry considerable weight with mature travellers.
Millennials Are A Different Story
International chains show a striking generational shift. Marriott scores 22.5% among Millennials, versus 13.0% among Gen Z. Hyatt follows at 20.0% among Millennials, versus 11.3% among Gen Z, while Hilton records 18.1% among Millennials and just 8.3% among Gen Z.
The takeaway? There may no longer be a single typical hotel guest. A brand’s strongest rival can change dramatically depending on who is checking in.
