Seat Unique has unveiled Connect by Seat Unique, a booking platform for travel agents selling official premium sport and music experiences. The product was introduced on September 23 at the TTG Travel Industry Awards 2026. Registration is open, with access expected in November, according to TTG’s October 1 report.

Connect is designed to let agents browse, price, book and manage premium tickets, VIP suites and hospitality packages for multiple clients from one place. Seat Unique founder Robin Sherry said agents will have access to more than 500,000 VIP and hospitality packages across Seat Unique Group. The group includes P1 Travel and Circuit Hospitality.

The company says Connect will offer trade-specific pricing without requiring agents to build a technical integration. The ability to send quotes directly to clients is planned after launch. For travel businesses that want to add the inventory to their own systems, Seat Unique also offers a separate real-time API.

The available experiences span sports and music at venues including Wembley Stadium, Co-op Live, London Stadium, Silverstone Circuit and Lord’s Cricket Ground, according to TTG.

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Coming soon: the new tool letting you book some of the world’s biggest live sport and music events

Booking premium live experiences for your clients is about to get much easier. Seat Unique, the live events hospitality and premium ticketing platform, has unveiled Connect by Seat Unique, a new platform built for the travel trade, and agents can register now to be among the first to access it when it goes live.

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