Why are young travelers increasingly choosing personal travel advice again? In this article by De Ondernemer, Isabel Mosk—tourism strategist and founder of Sherpa’s Stories—shares her perspective on changing Gen Z travel behavior and what it means for the future of the travel industry.
While digital platforms have dominated for years, Isabel observes a clear shift: Gen Z is once again seeking human guidance, trust, and tailored advice when booking travel. According to her, this development is part of a broader movement in which travelers make more conscious choices and place greater value on meaningful experiences and reliable decisions.
For destinations and travel organizations, this highlights the importance of clear positioning and responding to evolving travel behavior, not only online, but especially through personal interaction.
Read the article: Gen Z is driving the comeback of travel agencies – De Ondernemer
Publication date: April 3, 2026