written by Jeff Kim
20 years ago, Sujin Lee worked as a janitor at a motel in South Korea. It was through this experience, witnessing firsthand the inefficiencies in the travel and hospitality industry, that he was inspired to create something different. With a vision for change and just two desks and two computers in a friend’s apartment, Sujin founded Yanolja. What started from these modest beginnings has now grown into one of the world’s leading travel tech platforms.
As we mark Yanolja’s 20th anniversary, I’ve been reflecting on how much the travel industry has changed, and what we’ve learned along the way. From the earliest days of online booking to the AI-powered solutions we’re developing now, one thing has remained constant: the belief that technology can make travel more seamless, more accessible, and more human.
Back in 2005, booking travel often meant brochures, phone calls, and hoping your agent got it right. The rise of online travel agencies gave us control and comparison. But now, with tools like OpenAI’s Operator, we’re entering a new chapter: AI that assists users by performing tasks such as browsing the web, inputting, clicking, and managing travel bookings. All autonomously.
Operator is part of our broader strategy to harness generative AI to deliver hyper-personalized travel experiences. With this collaboration, we aim to enhance our AI services and streamline operations throughout every stage of the travel journey, enhancing both customer satisfaction and loyalty. It’s a natural evolution for us, as we’ve always believed that technology should take care of the heavy lifting, so people can take care of people.
For travelers, it means fewer headaches. For businesses, smarter operations. And for us, it’s a return to something foundational. Yanolja was born out of real challenges in the field, not a corporate boardroom. That perspective still drives our work today.
Airports, too, have transformed. What used to be long lines and endless queues has given way to self-service kiosks, mobile check-ins, and biometric screening. With programs like Clear or the TSA’s facial recognition rollout, travelers are moving faster and more confidently through each step of the journey. It’s a sign of how much we now trust technology to move us: physically, logistically, and emotionally.
The in-flight experience has evolved in kind. From shared screens to personal streaming, connectivity has become standard. And with partnerships bringing curated content and elevated dining to the skies, airlines are reimagining what it means to travel well. Still, as we add more layers of tech, we need to ask: are we keeping the spontaneity that makes travel special?
The same question applies to where we stay. Yanolja has always believed in equipping hotels with smarter solutions, not just glossier apps. From AI concierge services built with Google’s Gemini to dynamic pricing and real-time content updates, we’re helping hospitality teams do more with less, without losing the warmth that defines good service. Technology should take care of the heavy lifting, so people can take care of people.
And so, the big question: what’s next?
As robotics, AI, and automation reshape every part of the journey, the question isn’t whether change will come, but whether we’ll guide it with purpose. Travel tech can do more than remove friction. It can open doors for small businesses. Help travelers feel seen and supported. Make the journey as thoughtful as the destination.
That’s the legacy we’re building on. That’s the future we’re working toward.
Because travel is never just about where we go. It’s about how we feel (and who we become) along the way.