With packages that reach £27,500, the hotel chain creates exclusive experiences with mountain driving, iconic tracks and cultural immersion
The international chain The Peninsula Hotels has announced the expansion of “The Peninsula Motoring Series” program, focused on high-end tourism for enthusiasts and collectors of the automotive universe. The project goes beyond traditional lodging and transforms the passion for cars into guided tours of iconic landscapes, access to historic circuits and cultural immersion in North America, Europe and Asia.
The program was born from an analysis of the luxury tourism market, which pointed to a growing search for journeys where the connections created along the way matter as much as the destination. According to Kai Lermen, senior vice president of the chain, the initiative reflects the belief that “luxury in contemporary tourism is in depth, not distance.”
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The “Motoring Series” structures journeys that blend high-performance driving with exclusive experiences. In August 2026, the edition in California (USA) will take place in parallel with Monterey Car Week. The three-day journey includes scenic routes through the cliffs of Big Sur and the Santa Cruz Mountains, VIP access to the historic Laguna Seca circuit and attendance at the prestigious event The Quail, A Motorsports Gathering.
In September 2026, the event arrives in Europe for the first time. The Scottish edition will take a select group to the Highlands, with six days of driving on winding roads. The route explores the mountains and lakes of the Cairngorms National Park and the dramatic Applecross Pass. To complement the immersion, guests will participate in traditional British activities such as falconry and whisky tasting. For 2027, the return of the edition in Japan is confirmed, which will explore the country’s automobile and cultural contrasts.
The experiences are sold by vehicle, accommodating two people, with package formats that include accommodation, haute cuisine and local activities. Check out the confirmed destinations:
| Destination | Suggested Value | What’s Included |
|---|---|---|
| California (USA) | From US$ 10.500 (R$ 53.550) | 3 days of travel, meals and VIP access to events. |
| Scotland (UK) | £27,500 (R$ 176,000) | 5 nights accommodation, all meals and activities. |
| Japan (2027) | On request | Itinerary through mountains and local villages (return of the program). |
