Trip.com Group has partnered with premium hospitality platform Seat Unique Group to add official hospitality and VIP packages for sporting, music and entertainment events to its travel platform.
The partnership will introduce a new live events category across Trip.com Group’s platforms, giving travellers access to more than 500,000 official hospitality and VIP packages covering Formula 1, Premier League football, major concert tours and other events. For Seat Unique, the deal marks its first major expansion into Asia-Pacific.
The move reflects growing demand for experience-led travel. According to Trip.com Group research, two-thirds of Asia-Pacific travellers have planned a holiday around a concert at least once, while 66 per cent said they would travel internationally to see their favourite artists perform. Football, basketball and Formula 1 also rank among the most popular live sporting events for travellers.
Through the partnership, travellers will be able to book official hospitality packages sourced directly from Seat Unique’s network of more than 140 rights holders, including sports clubs, venues and event organisers.
Seat Unique works with organisations including Arsenal FC, Everton FC, Real Madrid, AC Milan, Co-op Live and several Formula 1 Grands Prix. Official hospitality and VIP packages are expected to become available on Trip.com in the coming months.
Robin Sherry, CEO, Seat Unique Group, said: “By partnering with Trip.com Group, we’re giving millions of travellers access to official premium experiences at some of the world’s biggest sport, music and entertainment events through a platform they already know and trust.”
Bo Sun, chief marketing officer, Trip.com Group, added: “Experience-led travel is reshaping how people plan their journeys, and travellers are increasingly building trips around the moments that matter most to them. Live events are a powerful expression of that shift, and through this partnership we’re bringing fans closer to some of the world’s most exciting sports, music, and entertainment experiences.”
