It appears curated, once-in-a-lifetime road trips are the way forward for luxury travel in 2023. We’ve already seen the likes of Four Seasons introduce “luxury drive experiences” for their guests and it’s likely more high-end hotel brands will jump on this trend of offering guests premium sports cars to drive around some of the world’s most enviable locations.
Yet, nothing we’ve seen yet quite compares to what Bentley Motors has planned as the company launches a tightly curated “Extraordinary Journeys” travel program this month, designed as a series of one-off road trips threading through itineraries that handpick “the very best of local cuisine, design, architecture and wellness,” set against locations like Scandinavia, New Mexico and the UK.
The three aforementioned locations will make up the inaugural offering for Bentley’s new travel series, allowing guests to drive a range of Bentley models across three to five-day itineraries with stops at various luxury hotels along the way.
Each of these Bentley road trips will be based entirely on the culture of the area with a preference for exclusively local experiences with a sense of place and purpose. If you’re heading off on the Scandinavian trip, for example, you’ll be taking in the best parts of Copenhagen and Denmark’s “Year of Architecture” with exclusive access to the BIG architecture and design studio and stays at some of the region’s finest hotels. That’s before you drive on over to the edge of Lake Vättern in the south of Sweden for lunch followed by a stay at the bucket list Forest Hotel in the Swedish woodland.
Those leaning towards New Mexico will be blending luxury with the rugged terrain of the state’s famed badlands with experiences in Indigenous art and culture between private dinners, spirit tastings and local experiences with a private hideout in the wilderness.
With the UK already on the cards and a Bentley road trip through Oman being planned for later this year, it looks like we’ll be hearing much more from the company’s foray into experiential travel moving forward.
Prices will vary based on location with bookings now open for Scandinavia, New Mexico and the UK itineraries.
