Originally a provider of sports travel, ticketing and concierge services, Vedere Travel has announced it is now a “one-stop-shop” for all high-net-worth trips. 

Clients will be able to book any kind of luxury experience with the bespoke travel agency – from Grand Prix weekends to fly-and-flop holidays. 

“It’s always been our plan to enter the business and luxury leisure market,” Alex Catton, founder and managing director of Vedere Travel, told TTG. 

The former 30 Under 30 finalist says that specialising in sports travel – often considered a complex arm of the industry – has been key to building a loyal client base. 

“For the past three years, we’ve been securing sold-out and last-minute tickets for these clients, so we’ve built a great relationship with them,” he explained. “Often, they trust us with their sporting holidays and then they come to us for regular holidays.” 

Catton added that specialising in sports travel has also strengthened his product and destination knowledge: “We’re naturally well travelled because of all the sporting events we attend - for example, we have travelled to every island to watch cricket in the Caribbean!” 

To clearly communicate this shift with their clients, Vedere has undergone a “subtle” yet important rebrand. Along with modernising its logo, the company has dropped its former tagline: ‘Sports, travel, lifestyle’. 

“It’s not that these pillars don’t matter, but they no longer need explaining,” Catton said. “We’re now recognised for what we do, and more importantly, how we do it.” It will now use the tagline: ‘One partner, every’, in reflection of its identity as a “one stop shop for all travel requirements.” 

Catton launched Vedere Travel in 2023 after spending seven years as head of sports at ITC’s luxury sports travel brand, Spectate. The trade-friendly company, which has received investment from Jen Atkinson’s Travel Seen, went on to be nominated for Specialist Tour Operator of the Year at the TTG Luxury Travel Awards 2025.