HolidayCheck Review Report 2026: How Different Generations Rate Experiences

The HolidayCheck Review Report 2026 reveals that the way people leave reviews is strongly shaped by their generation. While some users compare experiences in a structured and analytical way, others react spontaneously and emotionally, consciously sharing their experiences as part of their digital identity.

Key Takeaways

• Reviews today are simultaneously emotional expression, identity, and decision-making support
• Four distinct review types emerge across generations – ranging from analytical to emotional
• Gen Z reviews spontaneously and emotionally – often as a form of self-expression
• Social media and video-based reviews are gaining trust, especially among younger audiences

Why We Review at All

Despite all generational differences, there is one common factor: reviews help. Across all age groups, most respondents say they want to help others by sharing their experiences.

However, among younger users in particular, reviews have gained an additional social dimension. For Gen Z, reviewing is not only useful but also socially driven:

• 68% say they enjoy writing reviews – compared to only 38% of Baby Boomers
• More than half feel that reviewing makes them part of a community
• Nearly one in two also uses reviews as a form of self-expression

As a result, reviews are increasingly becoming an expression of personal identity rather than merely a way to share information.

Gen Z: Emotional, Spontaneous, and Socially Driven

The generational differences are especially evident among the youngest respondents: 68% of Gen Z leave reviews spontaneously when they feel particularly positive or negative about something – compared to only 36% of Baby Boomers.

Emotions play a major role in this behavior. For example, 31% say they intentionally emphasize positive aspects more strongly when they find a provider likable. At the same time, nearly one in five admits to softening negative criticism to avoid harming anyone.

For 82%, writing reviews is also an expression of freedom of speech – a clear indication of the importance feedback holds today.

Changing Trust: From Text to TikTok

Reviews are no longer limited to written text. Videos, social media posts, and short-form clips are becoming increasingly influential – especially among younger audiences.

41% of Gen Z consider reviews on social media to be particularly credible, while only 13% of Baby Boomers share this view.

At the same time, the report shows that not every review reflects personal experience accurately. 21% of Gen Z respondents say they frequently read reviews that do not match their own experiences. This makes it increasingly important to compare multiple sources and evaluate reviews within context.

Four Generations, Four Review Types

The report identifies clear behavioral patterns:

Baby Boomers (1951–1965) act as “analytical decision-makers.” They compare reviews across multiple platforms and deliberately read several experience reports. Their approach is structured and fact-based.

Gen X (1966–1980) acts as “reflective evaluators.” They use various sources, compare different perspectives, and consciously contextualize reviews. Their approach is balanced and comparative.

Gen Y / Millennials (1981–1995) act as “pragmatic decision-makers.” They mainly use reviews for quick orientation and often rely on overall ratings rather than conducting in-depth research. Their approach is efficient and purpose-driven.

Gen Z (1996–2010) acts as “emotional reviewers.” They review spontaneously and are strongly influenced by personal impressions, social media, and individual opinions. Their approach is emotional, fast-paced, and socially driven.

Conclusion: Guidance Matters – But So Does Awareness

Reviews remain one of the most important tools for decision-making. At the same time, the report demonstrates that reviews have become more subjective, emotional, and diverse.

Anyone using reviews should therefore pay attention not only to the star ratings but also to who is reviewing and from which perspective. The best guidance comes from combining multiple sources – from traditional review platforms to social media.

That is precisely the strength of modern reviews: they do not present a single truth, but many different perspectives.

 
Methodology

The data used in this report is based on a nationally representative online survey conducted by Media Market Insights in cooperation with the market research institute KANTAR. A total of 1,000 employed individuals aged 16 to 69 participated in the survey between November 3, 2025, and November 11, 2025.