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sóley

A direct booking network for tourism.

Travelers plan and book through their own AI assistant. Operators get the booking direct, with no platform between them and the guest.

The model

Same flow. Different middle.

Sóley sits where the OTA used to sit. The mechanics on either side are otherwise familiar.

Today the OTA model Sóley direct booking network Tourist Google + ad spend Google ranked, paid placement OTA Booking.com · Expedia Viator · GetYourGuide Guide to Iceland ranks operators owns the guest holds the funds payout weeks later commission 15–25% (up to 30% with visibility) Operator Tourist natural conversation AI assistant Claude · ChatGPT · web · app · IM MCP SÓLEY no ranking no guest capture never holds funds operator paid now commission 10% direct booking parallel with existing channels Operator owns the guest · sets the price
Diagram 1: OTA model vs Sóley

The OTA owns the relationship and charges a tax to permit it. Sóley connects, then steps back.

What direct unlocks

One trip, many operators, one basket.

The AI plans the trip end-to-end. Operators handle their own legs. Sóley owns nothing it does not need to.

Tourist one conversation AI assistant acts as a travel agent · composes the itinerary MCP SÓLEY one trip-level confirmation each operator MoR for its own leg, own PSP each operator paid immediately Operator A the stay merchant of record Operator B the tour merchant of record Operator C the transfer merchant of record booking receipt from each operator trip overview from Sóley Sóley fee 10% · operators handle their own card processing vertical lines flow both ways · light dashed curves: receipts and overview direct to the tourist
Diagram 2: One trip, many operators, one basket

The AI composes the trip. The operators run their parts. Sóley sees the whole, owns none of it.

When the AI cannot, a human can

The conversation never breaks.

The AI handles what it can from data. When it cannot, the operator steps in. When the operator hands back, the AI resumes from where the human left off.

one conversation, never breaks tourist asks tourist continues the trip AI handles plans the trip books across operators answers from data + Sóley intelligence tools on Claude · ChatGPT Sóley web · app cannot answer Operator steps in a real human, briefly answers from real knowledge of the place and their service on Sóley app WhatsApp · email hands back AI resumes picks up the thread from where the human left off no re-explaining on whichever surface the tourist is on context is shared across every surface · the seam is invisible to the tourist the AI does what AIs do well · humans step in when humans are needed
Diagram 3: One conversation, AI and human in turn

The work goes to whichever surface, AI or human, can handle it. The tourist sees one thread.