Seat Unique, which provides access to official premium tickets and hospitality packages across sport, music and culture, said the partnership with TTG Media reflected growing demand for experience-led travel, with travel agents now able to access premium tickets and packages for clients through API integration.
Co-founder Robin Sherry told TTG the time was now right for the business to sell through the trade after securing more than £125 million pounds worth of packages on its site, adding he believed travel agents were an increasingly important distribution channel.
“We offer premium access to experiences you can’t get anywhere else,” he said. “We’ve got a huge amount of inventory which means agents can offer their clients genuinely unique, stand out experiences.”
Seat Unique has been announced as the headline partner of the Travel Industry Awards by TTG
Sherry co-founded Seat Unique with his wife Phillipa Hicks in 2019, six months before the Covid pandemic, which he acknowledges was “not genius timing”. But he said: “What Covid really taught us is that live experiences are more important than material possessions, and now we’re really seeing the experience economy booming, especially at the luxury end."
He added Seat Unique was now planning to ramp up activity with the trade over the next year, adding: “High net worth individuals don’t necessarily want another Mulberry or Gucci bag, they want access to once in a lifetime experiences.”
Packages offered by Seat Unique range from premium seats at Premier League football matches to VIP hospitality at Formula 1 events, Wimbledon, sought after music gigs and even An Evening with President Barack Obama – complete with meet and greet. “We’ve got access to events that are sold out everywhere else,” Sherry added.
Seat Unique offers access to stand out events, including a meet and greet with former US president Barack Obama last year.
He insisted Seat Unique was focused on making its product easy for agents to sell, with official inventory, guaranteed access and clear pricing as well as API integration. “We also have a bespoke team who can deal with the bigger transactions or the higher luxury touch points such as the Seat Unique Club for F1 Monza Grand Prix."
New initiatives include an agent booking programme, which Sherry described as "a high touch, fully supported solution for retail and luxury agents, enabling bespoke quoting and premium itinerary building for high-value clients", as well as an API integration programme.
Sherry said this was "a trade ready API, providing eligible agents, consortia and travel platforms with real time access to Seat Unique’s official premium inventory, allowing experiences to be embedded directly into booking journeys and dynamically packaged at scale".
He added Seat Unique’s decision to be the headline partner on the Travel Industry Awards was driven by a desire to engage directly with the travel trade and support a sector which he noted was increasingly embracing more experiential products.
'A true trailblazer'
The partnership between TTG Media and Seat Unique will include a series of initiatives throughout the year, with more announcements to come.
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.”
The 2026 Travel Industry Awards by TTG will take place on the evening of Wednesday 23 September at the Roundhouse in London's Camden, bringing together suppliers, agents and industry leaders as the industry celebrates the trailblazers of the UK travel sector.
Agents wanting to find out more about Seat Unique are invited to contact director of business development Matt Timbrell via matt.timbrell@seatunique.com.
