Speaking to TTG shortly after the investment from Panache was announced this week, Vedere Founder and Managing Director Alex Catton said: "Agents account for 50% of our business – I want to increase that number."

The Chester-based operator, which sells Formula 1, football, golf, tennis, rugby and cricket packages, is aiming to strengten its relationships with the trade with the help of Panache's investment and grow into the luxury sector. "We provide a product agents can't get elsewhere," Catton added.

Vedere has launched a dedicated luxury travel arm alongside its established sports operation, with two new members of staff due to join the business on 19 October – one focusing on luxury and the other on sports.

Catton described the roles as "complementary", allowing consultants on both sides of the business to support each other. The company is also recruiting another two Chester-based travel consultants to sell sports product.

The two roles are advertised on a hybrid basis involving three days a week office working. Previous sports travel experience is not essential, but candidates must have luxury travel sales experience and a "genuine interest" in sport, said Vedere.

'They're a well-oiled machine'

Catton said the Panache investment would give Vedere access to the expertise and infrastructure of an "incredible" business.  "I realised the scale of what they've done – from 2021 to now, they’re knocking up just under £60 million, which is just incredible for a start-up. They're a well-oiled machine. Everything about them is what I want to replicate."

After seven years with ITC Travel Group, Catton founded Vedere in 2023 and has grown it into a multi-million-pound business focused on premium sports and experiential travel.

Catton has known Panache Cruises founder James Cole since 2019, when he hosted Cole on a Caribbean cruise. The pair reconnected at a Formula 1 event towards the end of last year, prompting discussions which led to Panache agreeing to invest in Vedere.

Vedere is also introducing a new customer proposition, One Partner, Every Journey, designed to encourage customers to remain with the same account manager for all their travel requirements.

The relationship with Panache will extend to cruise enquiries generated by Vedere, which will be handled by Panache Cruises.