Can technology open new horizons to democratize travel?

In recent years, the travel industry has witnessed a profound transformation, which is driving the democratization of global travel. This phenomenon is characterized by a broader and more diverse range of travellers exploring an ever-expanding array of destinations around the world. At the heart of this shift is the rapid advancement of travel technology, such as vertical AI (artificial intelligence that is optimized for a specific industry), which is enhancing the efficiency, reach and effectiveness of travel enterprises worldwide.

There are several key areas of focus that bring this renaissance in travel to light:

The democratization of travel is evident in the changing demographics of travellers. Millennials and Gen Zs are at the forefront of this movement, travelling more frequently and allocating a higher share of their income to travel, compared to older generations. According to a McKinsey survey, 66% of travellers expressed increased interest in travel post-pandemic, with younger generations leading this surge. This shift is not just about age, but also about economic diversity. More budget-conscious travellers are now able to explore the world, thanks to affordable travel options and innovative technology that helps them maximize the impact of their spending.

One of the most significant trends in recent years is the growth of domestic travel. Domestic travel is expected to grow by 3% annually, reaching 19 billion lodging nights per year by 2030. This trend is particularly pronounced in countries like China, where the domestic travel market is projected to grow by 12% annually, potentially surpassing the United States as the world’s largest domestic travel market by 2030. This shift towards local exploration is fueled by a desire for unique, authentic experiences closer to home. Cloud-based software and data platforms that are fueling vertical AI help small and medium-sized businesses to digitize their booking technologies and make it easier to serve domestic travellers.

But the increase in domestic travel is not the only indicator of change. The democratization of travel is also evident in the rise of emerging travel markets. India, Southeast Asia and Eastern Europe are becoming significant sources of outbound tourism. Indian travel spending, for instance, is expected to grow by 9% per year until 2030.

This growth is not limited to traditional tourist hotspots. Lesser-known destinations are gaining popularity, driven by travellers’ desire to explore off-the-beaten-path locations. According to Expedia’s Unpack '25 report, 63% of travellers expressed a desire to visit lesser-known destinations on their next trip.

It should be no surprise that social media and technology play a crucial role in travel, especially in key new demographics; 92% of younger travellers reported being inspired by social media for their last trip. Social media platforms, like Instagram and TikTok, and streaming content channels, like YouTube and Netflix, are not just influencing travel decisions, they make it easier for travellers to discover and access new destinations. This has led to a shift in travel destination planning, as consumers begin to prioritize unique destinations (in Africa or the Caribbean, for example) over more traditionally popular hotspots like Paris or New York. Vertical AI, in particular, is revolutionizing the travel industry by providing personalized recommendations, optimizing travel itineraries and enhancing customer service.

The economic impact of this democratization is significant. In the United States, technology has played a pivotal role in democratizing travel, contributing to the economy by potentially employing 17.4 million people and adding $2.2 trillion to GDP in 2023. Moreover, the focus on sustainable tourism is opening up opportunities for destinations that prioritize environmental and social responsibility. Rwanda, for example, has successfully attracted travellers with unique experiences like gorilla trekking, emphasizing sustainable tourism practices.

Emerging new destinations have also been discovered by global travellers, fueled by a desire for adventure and new experiences. Lesser-known destinations like Reims, France; Brescia, Italy; and, Cozumel, Mexico have seen increased traveller interest, as evidenced by Expedia’s data from September 2023 to August 2024. Similarly, Booking.com’s 2025 Travel Predictions report highlighted that 67% of travellers want to explore less crowded destinations. Emerging destinations, such as Sanya, China; Trieste, Italy; and, Joao Pessoa, Brazil are also gaining traction.

The use of vertical AI can also help improve customer travel experiences. At the Paris Olympics, hotels struggled to optimize their availabilities and fill rooms at the most competitive and profitable rates. This could have been avoided with machine learning-based prediction and dynamic pricing systems that could have increased the size of the potential market.

As a global travel technology company, Yanolja, for example, leverages vertical AI to help our enterprise clients enhance their efficiency, reach and effectiveness. Our AI-driven solutions enable travel companies to offer personalized experiences, streamline operations and reach a broader audience. By analyzing vast amounts of data, our AI systems can predict travel trends, optimize pricing strategies and improve customer engagement.

The above trends have reshaped the global travel landscape, making it more inclusive and diverse. With the help of advanced travel technology and vertical AI, we are witnessing a new era where more people can explore the world, discover new cultures and create lasting memories. As we continue to innovate and adapt to changing traveller preferences, the future of travel looks brighter and more accessible than ever before.