I'm sort of expecting some strong feeling in the replies - which is ok - sometimes it takes a message to be expressed forcefully to get the point over :-).

In terms of morality - I don't see an issue but maybe a strong message might help me get it? The company owners have discussed and agreed that they would prefer to do this if it is legal, and they and i will pay any taxation due (as long as it remains cost effective). They know that there will be a benefit to me. I know that I am getting a benefit - and will pay tax on that benefit.

The company will get a benefit - it saves some money but that is irrelevant - it has to buy a ticket from someone so why not me? As long as it is no worse off then what's the morality issue? I lose the use of those tickets for personal travel but I am not looking to set any loss of benefit off against income tax (I am fairly sure there is no way to do that). The company might have to pay corporation tax on the sale to me and that would decrease the amount it is prepared to pay me.

Effectively I would be using some of my own money to pay me but also some of the money that belongs to the other shareholders (with their explicit consent and valuation) - I have not worked through in my mind if this is even an efficient way to use my own money. I think I might be selling them low to help with my personal cash-flow. i think I am answering my own question - it would be easier for everyone if we just treat this as a bonus and the company paid ENI & I paid Income Tax.

I think an agreement between the shareholders is a much safe moral bet that the market research trip. Mostly because that would avoid the income tax and that is probably illegal. Although it would be a very similar arrangement if I agreed to pay tax on the benefit in kind.