Let’s face it—Gen Z doesn’t do loyalty the way previous generations did. Traditional points and tier perks alone won’t cut it anymore. We’re talking about a generation that grew up on instant gratification, personalized experiences, TikTok trends, and choice overload. So when it comes to hotel loyalty programs, the game has changed. Two of the biggest players—IHG One Rewards vs. Marriott Bonvoy—are locked in a quiet war to win Gen Z’s hearts, minds, and travel spend. But who’s actually doing it better?

Spoiler alert: it’s not a clean win. But let’s break it down and see who’s playing smart, who’s missing the mark, and who’s just hoping Gen Z hasn’t noticed.

What Gen Z Really Cares About

Before we pit IHG and Marriott against each other, let’s talk about what Gen Z actually values in a hotel loyalty program:

• Ease of use – If an app is clunky or the points system is confusing, it’s game over.
• Personalization – Gen Z wants offers and experiences that feel tailored, not generic.
• Value – They’re savvy. They’ll sniff out a bad redemption deal a mile away.
• Sustainability & ethics – Not just a buzzword; they care where their money goes.
• Aesthetics & experience – A vibey hotel can make or break their willingness to stay.
• Social sharability – Bonus points if the hotel is Instagram-worthy or TikTok famous.

Okay, now let’s dive into how IHG and Marriott stack up.

Marriott Bonvoy: The Giant With the Cool Factor

Marriott Bonvoy is the powerhouse here. With over 8,500 properties across 30+ brands, they’ve got options. And with brands like Moxy, W Hotels, Edition, and Aloft, there’s no denying they’ve built something with serious Gen Z energy. Think bold design, lobby DJ sets, neon signs, and espresso martinis at check-in.

They also know how to play the partnerships game. Marriott has dipped into music festivals, fashion, and even NFTs (yep, that happened). Their Bonvoy app is solid—slick design, easy navigation, mobile check-in, and digital room keys. Plus, you can earn points just by ordering food through Uber Eats or booking a tour through Marriott Moments.

Where Marriott gets it right:

• Brand variety: Moxy, Aloft, and W Hotels basically scream “Gen Z.”
• Social media marketing: They’re not afraid to experiment with trends.
• Mobile app: Actually enjoyable to use.
• Experiential perks: Bonvoy Moments offers stuff like backstage concert access, Formula 1 passes, etc.

Where they still need work:

• Points redemptions can be inconsistent. Sometimes it feels like you need a PhD to get a good deal.
• Sustainability feels a little… performative. Sure, there are green programs, but it’s not front and center.

IHG One Rewards: The Quiet Overachiever

IHG is like the underdog that’s slowly learning how to play the Gen Z game—and honestly, they’ve been making some smart moves lately.

Their 2022 loyalty program revamp, IHG One Rewards, was a major upgrade. The program is now much more transparent, easier to understand, and gives quicker rewards. Plus, they’ve got a good mix of brands Gen Z might be into: Kimpton, Hotel Indigo, Vignette Collection, and even the newer Avid Hotels for budget-conscious travelers.

And can we talk about Kimpton? It’s the cool kid of IHG—boutique vibes, free wine hours, and pet-friendly everything. It’s like they know their audience.

Where IHG gets it right:

• New program structure: More perks, faster. No jumping through hoops.
• Kimpton + Indigo = Gen Z bait. Artsy, local, and totally Instagrammable.

• Real effort on sustainability. Especially with newer boutique brands and corporate messaging.

• IHG app: Underrated. Easy to book, track rewards, and manage stays.

Where they’re still behind:

• Less global brand recognition. Kimpton and Indigo are awesome, but not everywhere.
• Less splashy marketing. They’re doing the work but not making enough noise.

Price vs. Vibe: The Ongoing Struggle

Let’s be real. Gen Z wants value and vibe. They’ll stretch their budget if it means better content for the ’gram or a more unique stay. Marriott often wins on the vibe side—especially with W and Moxy—but their prices aren’t always forgiving.

IHG tends to offer better value across the board. You’re more likely to find affordable stays at their Indigo or Avid properties without sacrificing too much cool factor. And for a generation with limited disposable income, that can make all the difference.

Loyalty Points: Who Gives More Bang for Your Buck?

Marriott Bonvoy points can be valuable if you know how to use them. But with dynamic pricing, the same hotel might cost 25,000 points one day and 60,000 the next. It’s chaotic and not exactly user-friendly.

IHG’s points system is simpler, and their Milestone Rewards (which unlock after 20 nights) give members a choice of benefits—like free upgrades, food & beverage credits, or suite upgrades. That kind of flexibility feels like a win for Gen Z.

Social Media & Influencer Culture

Gen Z lives on social, and this is one area where Marriott has a slight edge. Their partnerships with influencers and creators are more visible, and their content is more interactive. Moxy alone has a whole vibe online that’s meme-friendly and guest-centric.

IHG has started leaning in, but there’s room to grow. More behind-the-scenes content, collaborations with travel TikTokers, or aesthetic walkthroughs of Kimpton properties could seriously boost their cool factor. IHG vs. Marriott

Final Verdict: Who’s Winning?

If we’re talking brand visibility, trendy design, and social media presence—Marriott is definitely ahead. Their properties look good, feel cool, and make people want to stay. Plus, they’ve nailed the aspirational aspect of travel.

But if we’re looking at actual value, flexibility, and rewarding stays faster, IHG might quietly be the better fit for Gen Z travelers who aren’t loyal to just vibes but want good ROI on their trips.

So… IHG vs. Marriott – who wins?

Let’s call it like this:

• Marriott wins the aesthetic war.
• IHG wins the value game.
• Gen Z wins when they mix and match both.

At the end of the day, Gen Z doesn’t owe their loyalty to anyone. They’ll go where the deals are hot, the hotels are vibey, and the apps don’t make them want to delete everything and book on Airbnb. The brand that truly figures out how to make loyalty feel less like a spreadsheet and more like an experience? That’ll be the one to watch.