As travelers’ expectations evolve, the demand for unique and authentic experiences is at an all-time high. In this interview, Michael Sokolov, CEO & Co-founder of Solartrip, shares his insights on how innovative technology is transforming travel—delivering seamless personalization while helping businesses in the MENA region tap into new growth opportunities.
Michael, the travel landscape is changing rapidly. What do you think modern travelers are really looking for these days?
Travel today is about much more than just getting from point A to point B. People want experiences that feel personal and authentic—they want their travels to matter. Younger generations, like digital nomads and adventure seekers, are leading this change. They crave unique cultural connections, hidden gems, and immersive experiences. Interestingly, older travelers are also embracing this trend. While they may prefer a slower pace, their desire for meaningful, tailored experiences is just as strong. Whether it’s dining at a local restaurant, attending a cultural event, or exploring lesser-known places, the focus is on quality, not quantity.
What trends are you seeing that are shaping travel habits today?
Two major trends are reshaping the way people travel. The first is what we call bleisure travel—where professionals combine business trips with leisure time. With flexible work schedules becoming the norm, it’s easier than ever to extend a business trip and explore a new destination. The second trend is staycations, which are gaining popularity for being affordable, easy to plan, and stress-free. People are rediscovering their own cities or nearby destinations, whether it’s a weekend at a resort or simply finding a new way to recharge close to home. At Solartrip, we’re making it easier for travelers to embrace both trends. Our technology simplifies the process, helping them plan trips that match their individual needs, whether they’re staying local or venturing further.
What inspired you to launch Solartrip, and how does it address today’s travel needs?
For years, I watched the travel industry prioritize convenience and efficiency, but something important was missing—depth and meaning. Travelers today want more than generic itineraries. They’re looking for experiences that help them connect, grow, and feel inspired. That’s why we created Solartrip. Our platform blends innovative technology with a focus on discovery. It’s designed for people who see travel as an opportunity to explore new places, meet new people, and create memories that last.
Dubai was the perfect place to launch Solartrip. It’s a global hub for innovation and tourism, and its rich cultural diversity aligns perfectly with our mission. Since launching, we’ve been focused on providing travelers with tools that make every trip unique. From personalized recommendations to gamified rewards and simple, seamless planning, we’re helping people design trips that truly reflect their passions and values. At its core, Solartrip is about making travel more personal, more inspiring, and more rewarding.
Solartrip has made impressive progress in such a short time. What drives your team’s success?
We have a highly efficient and creative team. Our collective expertise comes from e-travel, fintech, and lifestyle industries, and that combination has allowed us to innovate quickly and effectively. One of the things that sets us apart is our ability to pair advanced technology with a human touch. For example, our “planets” feature—a gamified rewards system—isn’t just functional. It’s designed to create emotional connections and offer users something truly engaging.
Unlike larger organizations where decisions can take months, we move fast. We experiment, test new ideas, and bring innovations to market quickly. At the same time, we work with external collaborators to expand our capabilities while staying scalable and efficient.
How are you using AI and blockchain to improve the traveler experience?
At Solartrip, AI and blockchain are about solving real problems and delivering value to travelers. AI powers Solly, our intelligent travel guide. Travelers can rely on Solly to help them navigate overwhelming options, whether they need a restaurant recommendation, a boutique hotel suggestion, or a hidden gem to explore. Behind the scenes, AI keeps everything running smoothly, from booking processes to 24/7 customer support. Travelers can relax knowing that help is always available when they need it.
Loyalty programs are evolving fast. What makes Solartrip’s approach different?
Most traditional loyalty programs feel outdated, offering generic rewards and limited incentives that don’t really resonate with travelers. People today expect more. Studies show that personalized loyalty programs drive deeper engagement and improve retention, so that’s the foundation of our approach at Solartrip. (Source 1, Source 2)
We’ve built a white-label platform that allows businesses to integrate branded travel services into their loyalty strategies. It’s simple, customizable, and easy to launch. Businesses can use it to offer travel rewards, cashback, and curated experiences tailored to their customers. Our partners, like KuCoin, Gate.io, and Yonder, have already launched branded travel portals that are driving new revenue streams and offering real value to users. At the heart of it, loyalty isn’t just about retaining customers. It’s about creating meaningful, lasting connections.
With Solartrip’s recent expansion into the UAE, what opportunities are you most excited about?
The UAE is one of the most exciting markets for travel and innovation. The loyalty program market here is expected to reach $1.57 billion by 2024, which shows just how much demand there is for personalized and dynamic solutions. Solartrip is perfectly positioned to meet this demand. Our white-label platform enables businesses to quickly launch branded travel services, offering travelers tailored experiences that build loyalty and engagement. At the same time, with the UAE’s crypto market growing at 42% annually, our ability to integrate crypto payments and blockchain rewards puts us right at the forefront of this trend. (Source 3, Source 4)
Our plan? Partner with leading banks & fintech companies across the MENA region. The goal is to help them enhance customer loyalty, drive new acquisitions, and boost revenue through tailored travel solutions. We start in the UAE and will expand to new countries in 2026.
For more information: https://www.solartrip.com/en-us/
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Michael Sokolov (CEO & Co-founder, Solartrip) is an IT entrepreneur with a decade of CEO experience in e-travel and fintech. As the co-founder of Solartrip, he leads a neo-travel platform delivering innovative B2C products and white-label solutions for leading fintech companies and banks. Previously, Michael scaled OneTwoTrip into a $1B+ revenue business with over 500 employees, serving both B2C and B2B markets. Before transitioning to tech, he spent eight years in investment banking, executing over 20 IPOs and M&A deals across diverse sectors, including technology.
