Trip.com Group, a leading global travel service provider, and Seat Unique Group, the premier platform for official live event hospitality and VIP tickets, today announced a major global partnership. This strategic collaboration will make official tickets, hospitality experiences, and VIP packages available to millions of international travelers worldwide.
The partnership introduces premium live events as a new, distinct category across Trip.com Group’s
platforms. Customers will gain direct access to over 500,000 official tickets, hospitality setups, and VIP
packages for high-profile events, including Formula 1, Premier League football, major global music tours, and
other world-class live entertainment.
For Seat Unique Group—which includes the prominent Dutch brand P1 Travel—this agreement represents a major milestone in its international growth strategy. It marks the group’s first major expansion into the Asia-
Pacific (APAC) region, connecting its extensive network of over 140 official clubs, venues, and promoters with one of the world’s largest online travel agencies.
Concerts
The announcement comes at a time when event-driven travel is increasingly shaping how consumers plan
international journeys. Recent research conducted by Trip.com Group reveals that two-thirds of APAC
travelers have planned a holiday around a concert at least once, with 66% willing to travel internationally to
see their favorite artists live. Additionally, football, basketball, and Formula 1 remain the most popular live
sports attracting travelers during their vacations.
Through this partnership, international travelers can seamlessly secure official, premium tickets to Europe’s
most iconic sports, music, and entertainment events via Trip.com Group’s all-in-one platform. Because every
ticket and package is sourced directly from Seat Unique Group’s trusted partner network of official clubs,
venues, and promoters, travelers can book with ultimate confidence, knowing they are purchasing legitimate
and authorized VIP experiences.
Simultaneously, the alliance provides Seat Unique Group’s 140+ official partners with unprecedented global
reach. By showcasing premium hospitality offerings directly to hundreds of millions of prospective
international travelers who are already planning trips to the United Kingdom and Europe, the partnership
establishes a powerful new distribution channel that would be incredibly difficult for venues to replicate
independently.
Experience
“The way people travel is changing. Increasingly, it’s not just about where you go, but what you experience
when you get there. By partnering with Trip.com Group, we are giving millions of travelers access to official
premium experiences at some of the world’s biggest sports, music, and entertainment events, through a
platform they already know and trust. This partnership marks a significant milestone for our business. It
accelerates our international growth, helps our rights-holder partners reach millions of new premium
customers, and brings unforgettable live experiences within reach of a truly global audience.”
— Robin Sherry, CEO of Seat Unique Group
“Experiential travel is reshaping how people map out their journeys, with travelers increasingly planning
trips around the moments that matter most to them. Live events are a powerful manifestation of this shift,
and through this partnership, we are bringing fans closer to some of the most extraordinary sports, music,
and entertainment experiences in the world. This marks another step forward in our ambition to build new
bridges between travel and unique experiences, delivering greater value to both travelers and destinations
worldwide.”
— Bo Sun, Chief Marketing Officer of Trip.com Group
Seat Unique Group works directly with many of the world’s most recognizable clubs, venues, and promoters,
including Arsenal FC, Everton FC, Real Madrid, AC Milan, Co-op Live, KMJ Entertainment, and the majority
of Formula 1 Grand Prix races. Backed by talent from sports and entertainment through The Players’ Fund
and The Artists’ Collective, Seat Unique Group’s ambassadors include Harry Kane, Ben Stokes, Stuart
Broad, Lauren Bell, Sam Warburton OBE, Sir Clive Woodward, Dame Jessica Ennis-Hill, and Jack Whitehall.
Premium live experiences will roll out on Trip.com platforms over the coming months, offering travelers
immediate, reliable access to official hospitality and VIP packages for Europe’s premier live events.
ABOUT TRIP.COM GROUP
Trip.com Group is a leading global travel service provider, comprising Trip.com, Ctrip, Skyscanner, and Qunar.
Across its platforms, Trip.com Group helps travelers around the world book travel products and services,
connecting them with memorable experiences and seamless journeys.
ABOUT SEAT UNIQUE GROUP
Seat Unique Group is the premium ticket and hospitality platform for live sports, music, and cultural events.
Working directly with official clubs, venues, and promoters, the platform guarantees fans safe, secure, and
authorized access to official hospitality packages and VIP tickets.
