Seat Unique, the UK’s number one destination for premium live events, has today announced the launch of its new trade programme: a dedicated initiative designed to enable travel agents to sell official premium sports and music experiences to international travellers with confidence.

The programme gives travel agents access to the largest portfolio of official premium live event inventory available to the travel trade, spanning hospitality, VIP seating and curated premium packages across the world’s most in-demand sporting and music events. Seat Unique works directly with clubs, venues and promoters, ensuring all experiences are official, guaranteed and fully supported.

Supporting experience-led travel

As travellers increasingly prioritise once-in-a-lifetime experiences over traditional sightseeing, the programme enables agents to package iconic live events seamlessly alongside flights, accommodation and ground services. This allows trips to be transformed into unforgettable moments while unlocking incremental revenue opportunities for travel businesses.

Built with TTG Media to support travel agents

TTG Media will support the launch and ongoing promotion of the programme through a suite of high-impact campaigns. This includes editorial coverage across its digital and print platforms, homepage and newsletter visibility, educational thought leadership content, and exposure through live events and awards.

This integrated activity ensures the programme remains front of mind for agents through sustained and trusted trade channels.

Two routes to market for travel agents

Designed to support both traditional and digitally enabled travel sellers, the programme offers two complementary routes to market:

Agent-managed booking programme
A high-touch, fully supported solution for retail and luxury agents, enabling bespoke quoting and premium itinerary building for high-value clients.

API integration programme
A trade-ready API providing eligible agents, consortia and travel platforms with real-time access to Seat Unique’s official premium inventory. This allows experiences to be embedded directly into booking journeys and dynamically packaged at scale.

Seat Unique’s direct relationships ensure every experience sold through the programme is official and guaranteed.

A rapidly growing opportunity

TTG Media managing director Matt Roclawski said: “TTG Media is proud to stand out as the innovators in our sector, which is why we’re so excited to partner with Seat Unique – a true trailblazer in the ticketing world. We look forward to introducing Seat Unique to the travel trade over the next year and helping agents to stand out from competitors by offering their clients a host of unique experiences.”

By combining market-leading inventory, official access, travel-trade-ready technology and TTG Media’s trusted reach, the programme positions live sport and music as a core experiential travel component, rather than an add-on.

Available now

The Seat Unique trade programme is available to travel agents now.