At the TTG Travel Industry Awards 2026, Seat Unique's Director of Fan Experiences, Victoria Oakley, took to the stage to introduce our new platform for travel agents, while Head of B2B Sales at Seat Unique, Anthony Bell, showed the UK's leading travel agents why premium experiences are the most valuable product they're not yet selling.

On Wednesday 23 September, the travel industry's biggest night returned to Camden's Roundhouse for the final time. The Travel Industry Awards 2026, TTG Media's flagship awards, ran in association with Seat Unique, and for us it was more than a celebration. It was the night we formally stepped into the travel trade.

It started over lunch, with Anthony making the commercial case for premium experiences to some of the UK's top travel agents. By evening, guests were arriving at a Seat Unique branded bar, pouring an exclusive cocktail created for the night. With Sue Perkins hosting, Victoria Oakley took to the main stage to launch our new platform for the trade and show the room why premium live experiences belong in every travel agent's toolkit.

Why travel, and why now

More people than ever are planning trips around a moment: a Grand Prix, a Champions League night, a stadium tour they've waited years to see. The destination is the backdrop; the experience is the reason to go.

Travel agents are already closest to those customers. They've built the relationship, booked the flights and found the hotel. What's often missing is official, guaranteed access to the event itself. That's the gap Seat Unique fills.

We work directly with more than 140 rights holders across sport, music and culture, offering over 500,000 official hospitality and VIP packages. Our recent partnership with Trip.com Group showed the appetite for experience-led travel on a global scale. The Travel Industry Awards were the moment to bring that to the UK travel trade.

Anthony Bell on the Value of Premium Experiences

Before the ceremony, Anthony Bell, Head of B2B Sales at Seat Unique, presented to some of the UK's top travel agents. They were among the first to be introduced to Connect, and the conversation went straight to the commercial case. 

The argument is simple. Agents have already won the customer and booked the trip. When that customer wants to spend anywhere from £500 to £5,000 or more per person on a premium live experience, that spend shouldn't go elsewhere. Premium experiences give agents a new product category, a more complete service for their clients, and more value from every booking.

"Agents have done the hard work of winning the customer. Premium live experiences let them keep more of that customer's spend, and give their clients something they'll talk about for years." - Anthony Bell, Head of B2B Sales at Seat Unique

Victoria Oakley takes the stage

Increasingly, the match, the concert or the race comes first, and the destination, flights and hotel follow. That was the heart of Victoria Oakley's speech that evening, and the reason we chose the night to unveil Connect by Seat Unique.

Connect is a single destination for agents to browse, book and manage premium live experiences for their clients. For agents, that means more choice when building itineraries, less time finding the right experience, and confidence that everything booked is 100% official and guaranteed. For larger platforms, we can go a step further and bring our live inventory directly into their own booking systems.

"You already know how to create incredible trips for your clients. Let us help you go one step further and make those trips truly unforgettable." - Victoria Oakley, Director of Fan Experiences, Seat Unique

Thank you, TTG

None of this happens without the right partner. TTG Media has championed Seat Unique from the start, giving us a platform to share what premium live experiences can do for agents and their clients. Partnering on the industry's biggest night of the year felt like the natural next chapter.

Thank you to the whole TTG team for a brilliant night, and for their incredible support throughout. Congratulations too to every winner and shortlisted business: it was a privilege to celebrate with you.

What's next: Connect by Seat Unique

Unveiled at the Travel Industry Awards, Connect by Seat Unique goes live very soon, giving agents one place to browse, book and manage official premium experiences across the world's biggest sporting and music events.

The Roundhouse was the start, not the finish. We'll be at WTM London from 3 to 5 November, and we'd love to meet you there.

If you want to learn more about how we can support you and your clients with premium live experiences, register your interest below to be among the first to access Connect when it goes live.

To find out more about Connect, contact the Seat Unique team: [email protected].