The businesses are transforming into an international travel group that brings together tour operators under the Join Up! brand, airlines operating under the SkyUp™ brand, a network of franchised travel agencies, the Travel Shop retail network, and an in-house destination management company (DMC). Dmytro Sieroukhov, who previously served as CEO of Join Up! Ukraine and SkyUp Airlines, has taken on the role of Group Commercial Officer (GCO) and will lead the group's commercial transformation. Dmytro Popel, who currently serves as Acting CEO of SkyUp Airlines, will formally assume the position of CEO once his appointment has been approved by the State Aviation Administration of Ukraine.
Dmytro Sieroukhov Takes on a New Strategic Role
After more than 13 years in leadership positions across the travel and aviation industries, Dmytro Sieroukhov is taking on a new role, with responsibility for developing the group's integrated commercial strategy. The strategy aims to build a comprehensive, customer-centric travel service that enables the group to manage the entire travel journey.
His priorities will include strengthening cooperation across the group's businesses, making more effective use of shared resources, and improving the economic performance of the group. At the same time, the leaders of individual businesses will retain autonomy over day-to-day operations, sales, and the execution of approved strategies.
"We have come a long way, from developing a travel business in Ukraine to building an international group that brings together tourism, aviation, and our own sales channels. Today, our main priority is not simply to grow each business individually, but to make full use of our combined potential and make decisions based on what delivers the best results for the group.
For me, this new role marks the next stage in my career and brings responsibility for the commercial transformation of the entire group. Having led both businesses, I have gained a clear understanding of how they can strengthen each other — and what opportunities we miss when we plan their development separately," says Dmytro Sieroukhov.
"I am pleased to welcome Dmytro Popel to SkyUp Airlines. His management experience will help the airline continue its development, while our work together will ensure that the group's strategy is closely aligned with the capabilities of the aviation business. I am confident that, working alongside our leaders and teams across the group, we can take the business to the next level."
Dmytro Popel: Experience in Aviation and Large-Scale Business Management
Dmytro Popel's appointment is part of the continued strengthening of SkyUp Airlines' leadership team and the further development of the airline's business model. His key priorities will include improving operational and economic efficiency, developing the flight programme and fleet, and strengthening cooperation with partners.
Dmytro Popel brings extensive experience in financial and strategic management at major companies, particularly in the transport and energy sectors.
Throughout his career, he has held senior financial management positions at Ukrzaliznytsia, Ukraine's national railway company. He also has experience in civil aviation, having headed the finance function of the Ukrainian Aviation Group alliance, which included AeroSvit, Dniproavia, Donbasaero, and Windrose Airlines.
In recent years, he has worked within Naftogaz Group, overseeing economics and finance for its Exploration and Production Division and contributing to finance transformation projects.
"For me, this appointment marks a return to aviation, an industry that has played an important role in my professional career. SkyUp™ has already established an international presence, built an experienced team, and developed a hybrid business model that creates opportunities across different segments of the aviation market. I believe that sound business economics, reliable flight operations, and the trust of partners build sustainable growth. This is where we intend to focus our efforts, making SkyUp™ stronger, more efficient, and better positioned for further growth, while maintaining our unwavering commitment to flight safety and service quality," says Dmytro Popel, newly appointed Acting CEO of SkyUp Airlines.
About SkyUp™
SkyUp™ is an international aviation brand with Ukrainian roots, founded in 2017. SkyUp Airlines (PQ) began flight operations in 2018. Since 2023, SkyUp™ has expanded its presence in the EU through SkyUp MT Limited (U5), which holds a Maltese Air Operator Certificate. In 2025, SkyUp™ further strengthened its international presence through a strategic partnership with the Moldovan airline Sky Up Nistru S.R.L. (4V).
SkyUp™ operates a hybrid business model combining scheduled, charter, and ACMI services. Since April 2025, SkyUp™ has been operating scheduled flights from Moldova, offering direct connections to tourist cities and popular holiday destinations. In 2025, according to internal statistics, SkyUp™ carried more than 3 million passengers and operated nearly 20,000 flights. Its summer 2027 scheduled flight programme from Chisinau includes 26 destinations and more than 10 new routes.
For the latest information about SkyUp™ operations and activities, please visit the official website skyup.aero, the SkyUp Airlines Facebook page, and LinkedIn.