Gen Z and How WeSpeak Got Started
Gen Z doesn't search for hotels on Google: they start on TikTok, continue on Reddit, pass through Instagram, and end up on Google Maps. And the full story of how WeSpeak was born.
This week I want to tell you about two things that are more connected than they seem: how Gen Z thinks when they travel, and how WeSpeak was born.
Gen Z's decision journey
Forget the linear model: Google search → OTA comparison → booking. Gen Z doesn't work that way.
Their exploration process is fragmented and multi-platform:
- TikTok: visual inspiration. "I want to go there."
- Reddit: validation. "Is it really worth it?"
- Instagram: going deeper. "What does the hotel look like? What's the vibe?"
- Google Maps: confirmation. "What do the reviews say? How do I get there?"
The lesson: if you're only on Google, you miss the first part of the process where the intent to travel takes shape.
And on top of that: authentic content—real photos, unproduced videos, honest reviews—converts better than any professional ad campaign.
The WeSpeak story
We started as Campeak, a tool for campgrounds. Titi and Santi, two engineers from UTN, built the first version. Gonzalo (me) joined later for the commercial side. Rafa Villalba completed the team.
When Lanzadera (Marina de Empresas) selected us, we realized the problem we were solving was broader. Hotels had exactly the same challenge as campgrounds: too many WhatsApp inquiries, too little staff to answer them, and lost direct bookings due to a lack of quick responses.
We pivoted to hospitality, moved to Valencia, and started from scratch with everything we'd learned before.
The first hotel in Argentina was in Villa La Angostura, Patagonia. Today we work with more than 700 properties in 20 countries.
— Gonzalo Rioja
