Catton has spent his career in the luxury sports travel industry, and previously managed UK and European tour operations at groups specialist Complete Sports Solutions. He was recognised for his achievements in 2021 when he joined TTG’s 30 Under 30 programme. 

Catton said: “Vedere Travel fills a void in the market for a comprehensive luxury operator that provides an all-encompassing solution for sports travel, experiences, ticketing and concierge services – all while being trade-friendly. A flight and a ticket just isn’t enough for the modern traveller, we want to ensure our clients have the best seats at the best restaurants or most Instagrammable spots to really enhance that travel experience.”

The operator was launched over the Formula One Abu Dhabi Grand Prix weekend (25-26 November). Agents can book fully licensed travel packages and ticket only options, and can access assets for social media posts via the online agent portal at vederetravel.com. “We understand that our trade partners want to be able to promote unbranded offers easily, therefore all of our promotions are just that. Simply copy and paste the text and utilise our superb range of eye catching images to your socials, it’s that simple,” Catton explained. 

A range of trade incentives are planned for peaks, including an enhanced commission offering, Love2shop vouchers and the chance to win a place on a Vedere fam trip in late 2024. 

Vedere Travel is part of Advantage, trading under Travel Seen, which was set up by former ITC chief executive Jen Atkinson in 2021. The brand’s name is derived from the Italian word Vedere (to see), and Catton said it “embodies our dedication to providing visually captivating experiences”.