There are vacations built around a hotel, a beach or a city. Then there are trips where the road itself becomes the destination.
That was the idea behind Ultimate Driving Tours, the luxury travel company founded by Anthony Moss and Julie Hunter that paired some of the world’s most desirable cars with mountain passes, historic towns, standout hotels and memorable meals.
The company has since entered a new chapter. In 2025, Ultimate Driving Tours officially became HunterMoss, a name taken from its founders and intended to reflect a business that now extends beyond driving-focused vacations.
The supercars have not disappeared. Far from it. But what began with driving tours has grown into a broader take on experiential luxury travel.
From Ultimate Driving Tours to HunterMoss
Ultimate Driving Tours traces its beginnings to 2008, when Hunter and Moss organized their first European driving experience.
Over the years, the company expanded throughout Europe, the United Kingdom and Australia, eventually becoming known for experiences such as its European Supercar Tour and Monaco Grand Prix hospitality.
The 2025 rebrand did not represent a change of ownership or an abandonment of the original concept. HunterMoss remains founder-led, with the original team continuing to operate the business. What changed was the scope.
Today, the company offers small-group supercar tours, self-guided driving journeys, tailor-made vacations, corporate travel and Formula 1 hospitality. That broader identity makes sense. A trip may begin with the appeal of driving a Ferrari, Lamborghini or McLaren, but the vehicle is only one element of the experience.
When the Drive Becomes Part of the Destination
Anyone can rent a nice car and point it toward a scenic road. Creating an entire vacation around driving requires considerably more planning.
HunterMoss builds itineraries that combine carefully selected roads with accommodations, dining and destination experiences. Rather than spending a week simply moving between major cities, travelers might cross an Alpine pass one day, arrive beside an Italian lake that evening and continue toward another region the next morning.
Its driving experiences stretch across destinations in Europe and the United States, with landscapes ranging from the Dolomites and Tuscany to California wine country and the American West. The company’s current supercar fleet includes marques such as Ferrari, Lamborghini, McLaren, Porsche and Bentley. :contentReference[oaicite:1]{index=1}
This style of travel changes the rhythm of a vacation. Instead of treating transportation between hotels as lost time, the road becomes one of the main experiences.
Luxury Without Spending the Entire Trip Indoors
Traditional luxury travel can sometimes become surprisingly stationary. There is the beautiful suite, followed by the spa, followed by dinner and perhaps another afternoon beside the pool.
Driving tours sit somewhere between adventure travel and a conventional five-star vacation. A day might involve several hours behind the wheel before arriving at a boutique hotel or countryside property. The next stop could involve regional food, wine, wellness or cultural experiences rather than another stretch of highway.
The appeal is not necessarily driving quickly. In fact, some of the most memorable roads are the ones where slowing down gives you time to appreciate where you are.
That is particularly true in places such as Tuscany and the Alps, where the landscape is very much part of the reason for going.
Supercar Travel Is No Longer Just a European Experience
One of the more interesting developments since the Ultimate Driving Tours era has been HunterMoss’s expansion in the United States.
Current driving experiences include California, Utah and New Mexico. In California, travelers can explore destinations such as Santa Ynez Valley and Napa Valley, while Utah itineraries head into the Wasatch Mountains and the New Mexico experience explores the foothills of the Sangre de Cristo Mountains around Santa Fe. :contentReference[oaicite:2]{index=2}
For 2026, HunterMoss has expanded farther east as well, introducing journeys through New York’s Hudson Valley, Virginia’s Blue Ridge Mountains and the mountain roads surrounding Asheville, North Carolina. :contentReference[oaicite:3]{index=3}
That brings the same concept closer to American travelers who like the idea of a driving vacation but are not necessarily ready to organize a longer European itinerary.
It also proves that spectacular driving roads are hardly exclusive to Europe. California alone offers wine country, coastline, desert and mountain landscapes that can completely change the character of a trip depending on which direction the car is pointed.
The Car Is Only Half the Story
It would be easy to assume these trips are primarily intended for serious automotive enthusiasts. The reality is broader.
Cars provide the excitement and movement, but an itinerary still has to work as a vacation. Hotels matter. Food matters. The scenery matters. So does what happens after the keys have been handed back for the evening.
That combination is what distinguishes a curated driving tour from simply renting an exotic car. HunterMoss designs its small-group tours around the driving as well as boutique accommodations, gourmet dining and destination-specific experiences. :contentReference[oaicite:4]{index=4}
The company also offers tailor-made vacations, allowing travelers to build journeys around their own interests with or without a driving element.
For couples, that can be particularly appealing when one person loves cars considerably more than the other. You may come for the Lamborghini. Your travel companion may be perfectly happy coming for Tuscany. Everybody wins.
Why Experiential Luxury Travel Continues to Grow
The definition of luxury travel has expanded considerably. A five-star room and an impressive restaurant still matter, but many travelers also want access to experiences they would have difficulty organizing themselves.
That could mean driving an exceptional road, attending a major motorsport event with premium hospitality, visiting regional producers or arranging a highly personalized multi-stop itinerary.
The value increasingly comes from removing the logistical work while retaining the feeling of discovery.
HunterMoss’s evolution from Ultimate Driving Tours reflects that shift particularly well. What started as a specialized experience for people interested in performance cars has become a platform for a much wider style of travel.
The driving remains central, but it no longer has to be the entire reason for the journey.
Choosing a Luxury Driving Tour
These experiences represent a significant investment, so travelers should look beyond the car list before booking.
Consider how much actual driving is included, what type of accommodations are used, whether meals and experiences are included in the price and how much flexibility the itinerary provides.
It is also worth thinking about your comfort level behind the wheel. A winding Alpine road in a high-performance car is very different from driving the family SUV to dinner.
For the right traveler, however, that challenge is part of the appeal.
Luxury driving tours occupy an unusual corner of travel where beautiful machines, landscapes and hospitality intersect. Ultimate Driving Tours helped establish that formula, and HunterMoss is now taking it in a broader direction.
Sometimes the hotel is the destination. Sometimes the destination is waiting at the end of the road. And every once in a while, the road is the best part.
