The HunterMoss COO has transformed adrenaline-first driving trips into journeys where extraordinary cars, five-star hospitality and a superlative sense of place share the spotlight.
On the final day of testing HunterMoss’s A Taste of Tuscany itinerary, Julie Hunter spent the morning driving through the hills around Volterra and San Gimignano. By afternoon, she and her team had arrived at a historic vineyard for wine tasting and truffle hunting, trading the rush of the road for an experience that felt unhurried and closely connected to the region. Australia-based HunterMoss is a luxury travel company known for its immersive supercar tours, as well as tailor-made journeys and Formula 1 experiences across Europe, the United States and Australia.
“The drive had been exhilarating, but the afternoon felt completely unhurried,” says Hunter, the company’s COO and co-founder. “It brought together the supercars, landscape, food and people in a way that felt entirely natural. That was Tuscany, and HunterMoss, in one day.” The moment captures the philosophy behind the journeys Hunter has helped shape: the cars provide excitement, freedom and a spectacular way to travel, but never eclipse the destination itself.
A Grand Tour, Reimagined
Two upcoming journeys illustrate Hunter’s vision. In September, Alpine Royale: Munich to Milan crosses Germany, Austria, Switzerland and Italy over eight days. While the aforementioned A Taste of Tuscany follows in October, pairing supercars with the region’s food, wine and landscapes. “At HunterMoss, the car is the signature, not the star,” Hunter says. The wider experience encompasses “remarkable destinations, five-star hotels, historic châteaux, Michelin-starred restaurants, private wineries and access to places guests would be unlikely to discover independently.”
When Hunter joined the company in 2014, its tours were, she says, “boys’ trips:” fast cars, racetracks and adrenaline. Rather than remove the adventure, she saw an opportunity to make it more refined, balanced and welcoming—not to create tours solely for women, but to consider all travelers. She also felt a responsibility to challenge assumptions about who automotive experiences were for. “Women want adventure and exhilaration too,” she says. “The more we normalize women not only participating in these experiences, but leading them, the more inviting the culture becomes.”
The approach attracts couples, friends and solo travelers, not just motoring enthusiasts: encyclopedic knowledge nor desire to prove how fast one can drive required. They come, Hunter says, for “discovery, connection and adventure, with a generous dose of the finer things in life.”
The Art of “Pre-emptive Luxury”
Hunter and Anthony personally test every route, assessing roads, hotels, restaurants, cafés, viewpoints and scenic stops. Often, the most memorable discoveries are an empty mountain pass, an off-the-map village or a family-run winery. Just as important is the rhythm of each day. How long have guests been in the car? Will they have time to enjoy the hotel before dinner? “We examine every transition because that is often where luxury either succeeds or falls apart,” Hunter says. She calls the approach “pre-emptive luxury”: anticipating what guests need before they ask, from seamless luggage transfers and advance dietary handling to a favorite cocktail waiting at day’s end.
A Taste of Tuscany is Hunter’s favorite journey. Beginning in Florence, it moves through Chianti, Montalcino, Val d’Orcia, Volterra and San Gimignano, with Michelin-starred dining, wine tastings, historic estates and truffle hunting incorporated into the route. Guests rotate through Ferrari, Lamborghini, Porsche, McLaren and Aston Martin models, while accommodations span a villa in the Florentine hills to a converted castle. “The roads are spectacular, but the region’s real character resides in its food, wine, history, landscapes and people,” Hunter says. Her goal was gradual immersion rather than a driving route with activities tacked on.
Alpine Royale offers a counterpoint, traveling from Munich through Austria and Switzerland before descending into Northern Italy. Passes including Stelvio, Flüela, Bernina and Aprica are balanced by lakeside retreats, destination dining, spa time and a final day on Lake Garda.
Women Take the Wheel
As women become increasingly influential in solo and small-group travel, Hunter’s approach feels timely. The global solo travel market is projected to reach $627.3 billion in 2026, with women accounting for 54.6 percent of its revenue in 2025. HunterMoss is also predominantly female-led across operations, sales, and marketing—a perspective that has helped the company move beyond an era when women were routinely positioned as passengers or plus-ones.
Hunter notes an uptick in women making initial inquiries, whether planning trips with friends or families. Some arrive expecting to stay in the passenger seat, only to take the wheel once they see how the tours operate. “Our experiences are not competitive, and nobody is expected to prove anything,” she says. Guests switch between cars at an unhurried pace, following clear briefings with support close at hand. Luxury also means removing the planning burden: HunterMoss manages everything from pre-trip arrangements and luggage transfers to on-the-road support. “In a world overloaded with choice intuitive service is one of the greatest luxuries,” she adds.
The Journey Continues
The pace may be leisurely, even if the cars are not. “Ironically, while our cars are built for speed, our philosophy is about slowing down,” Hunter says. Rather than racing between headline stops, each route leaves time for a long lunch, a hotel worth lingering in or an unexpected detour. Hunter wants guests to remember the character of a place, not simply mileage covered.
In 2027, that approach will shape a new Basque to Bordeaux tour, while shorter U.S. itineraries are in development for California wine country, Utah’s Wasatch Mountains, the Hudson Valley and Blue Ridge Mountains. Hunter has broadened who feels welcome behind the wheel while expanding what a supercar tour can be—without sacrificing any of its thrill. “Representation matters,” she says. “The result is not a diluted driving experience. It is a far richer travel experience for everyone.”
A Taste of Tuscany Supercar Tour starts at €15,990 per person, based on two guests sharing a vehicle and room; visit HunterMoss.com for more information. All photos courtesy of HunterMoss.
