What Really Drives Generation <scp>Z's</scp> Online Accommodation Choices in Tourism? The Role of Sustainability

ABSTRACT Generation Z is becoming one of the most influential segments in the tourism and hospitality industry and relies heavily on online travel agencies (OTAs) to select accommodation. Although this generation is often described as environmentally conscious, there is limited evidence on the importance it assigns to sustainability compared to functional criteria in real booking contexts. This paper analyzes how the main attributes displayed on these platforms influence Generation Z travelers' satisfaction and loyalty, with particular attention to sustainability. To do that, a novel methodological approach is introduced, combining PLS‐SEM with an adapted version of the best‐worst method (BWM), allowing the relative importance of accommodation attributes to be captured while minimizing social desirability bias. Based on a sample of nearly 300 young OTA users, the results show that functional attributes are the main determinants of satisfaction, whereas environmental aspects do not constitute a determining criterion in the booking decision. These findings contribute to a better understanding of Generation Z's accommodation preferences and provide practical insights that enable platforms and accommodation providers to respond to the demands of this generation.