The Art of the Drive: Concours Culture and Luxury Travel
by Monique Owen, Independent Travel Advisor
People travel for all kinds of reasons – to chase the sun and surf, reconnect with loved ones, explore new cultures, or finally dine at that bucket-list restaurant. For me, it’s tennis and food. After watching the new Apple TV+ series Knife Edge, which follows the pursuit of Michelin-star glory, I’ve added a few fresh destinations to my wish list.
One of the biggest trends we’re seeing with our clients is lifestyle travel. Think Melbourne in January for the first tennis Grand Slam of the year, Ed Sheeran live at Wembley, or Art Basel in Paris. For my family, it’s a little more niche: we travel the world in pursuit of classic car concours. My husband Tony is the enthusiast – vintage, European, preferably both. His passion for all things automotive began early, thanks to his father and grandfather. My son Matteo seems to have inherited the “gene” too.
The pinnacle of this world? The Concorso d’Eleganza Villa d’Este, held each year on the shores of Lake Como. It’s a glorious fusion of glamour, engineering, and storytelling. Owners and tastemakers from the worlds of design, motorsport, business, and the arts stand proudly beside their vehicles, happily trading provenance, passion, and anecdotes.
If it seems like car culture is having a moment, you’re absolutely right. The Netflix phenomenon Drive to Survive has propelled Formula 1 into the pop culture spotlight, igniting interest in everything from racing and engineering to design, heritage, and luxury lifestyle. For many travelers, that spark is now influencing where they want to go – and what they want to experience.
If you’ve had the good fortune to visit Lake Como, you already know its beauty. Now imagine polished chrome and hand-stitched leather gleaming in the Italian sun, framed by the iconic Villa d’Este. Despite the grandeur, the atmosphere is delightfully relaxed. Guests wander the gardens with aperitivi in hand, chatting with owners and fellow aficionados. The best part? It’s intimate. No crowds, no chaos – just a curated collection of the world’s rarest and most exquisite cars, presented as rolling works of art (because they absolutely are).
Planning Highlights:
Casa Maria Luigia, Modena
A visit to Massimo Bottura’s art-filled farmhouse, complete with his private classic car collection. The estate also hosts the Ferrari Cavallino Classic Modena – an exclusive boutique concours celebrating rare Ferraris with refined dining, artistic flair, and Italian hospitality.
McLaren Technology Centre, Woking
A behind-the-scenes tour of McLaren’s cutting-edge HQ. Our clients gain rare access to both the MTC and MPC to explore the brand’s F1 legacy, carbon fiber innovations, and current road car assembly – a dream for true automotive devotees.
Abu Dhabi Grand Prix, Yas Marina Circuit
As the final race of the Formula 1 calendar, Abu Dhabi delivers an electric finale. Back in 2019, we even had the thrill of driving supercars on the iconic circuit – an experience we can now recreate for clients looking to immerse themselves in the F1 lifestyle.