In today’s luxury landscape, experiences command as much value as physical assets. As UHNWIs in Asia-Pacific increase at a double-digit rate and global wealth swells, automotive marques are leveraging their brand equity to deliver immersive hospitality offerings. This trend speaks to a broader shift: affluent consumers now seek deeper connections with the brands they admire, craving authenticity, narrative, and community beyond mere ownership.
Dubai, in particular, has become a hotspot for automotive-branded real estate, with names like Bugatti, Mercedes-Benz, and Aston Martin anchoring luxury residential towers and villa communities.
Against this backdrop, brands like Porsche, Ferrari, and Polestar are applying automotive design principles – precision, performance, and heritage – to real estate and hotel experiences.
Why Automotive Brands Are Entering Hospitality
The clearest example of this strategy is Porsche Design’s ambitious real estate projects. From the Porsche Design Tower in Miami to the newly announced Porsche Design Tower Bangkok, these developments serve as blueprints for how carmakers are extending their identities into living spaces. Porsche Design’s real estate ventures epitomise this approach.
“Porsche and Porsche Design share the same origins, the same heritage,” Stefan Buescher, CEO of Porsche Design Real Estate, tells BurdaLuxury. His words convey more than lineage; they signal an ambition to embed automotive DNA into built environments. The firm envisages buildings not as static structures, but as dynamic living machines.
Extending this analogy, Buescher observes, “We don’t want to construct just another building, but to achieve technical and architectural masterpieces that set new standards in the luxury residential market.” The project aims to define a new type of urban living, offering residents everything they need for daily life within a complex of diverse indoor and outdoor spaces. Few contemporary buildings embody such innovative concepts executed at the highest level of quality.
Reflecting on design longevity, Buescher notes, “Vehicles and even more so buildings have a long life cycle… This must inevitably be timeless and still up to date decades from now.” One can draw a parallel between classic car models, such as the 911, which has evolved over nearly six decades, and enduring architectural forms.
Beyond aesthetics and engineering, community forms the heart of Porsche Design’s vision. Buescher explains, “It’s not just about a technical and architectural achievement… but about a lighthouse and a unique community hub.” The concept of branded residences as social catalysts echoes the club-like exclusivity found in private automotive owner groups, yet scaled to the urban context.
Asia emerges as a focal point in Porsche’s expansion plans. “Besides the Middle East and North America, Asia is the most interesting location for ultra-luxury projects. We see great potential in the branded real estate sector in general and in Asia in particular,” Buescher notes.
Buescher reinforces the experiential imperative: “Modern luxury is defined less by the product itself, but by the overall experience. We don’t just offer homes; we offer living spaces that embody the Porsche ethos.” In his view, the future of branded hospitality hinges on narrative cohesion – from digital touch points to architectural form.
Embedding Heritage into Place: Italy’s Motor Valley

Hotels are collaborating with carmakers, too – nowhere more so than in Emilia-Romagna, Italy’s famed “Motor Valley,” synonymous with Ferrari, Lamborghini, Maserati, and Ducati. In this crucible of automotive legend, Palazzo di Varignana, leverages its prime location to offer guests an authentic taste of the Motor Valley ethos. “Palazzo di Varignana’s strategic location – just a short distance from Maranello, Sant’Agata, Bolognese, Modena, and Imola – has naturally shaped our identity,” Anna Gasperini, Head of Corporate Marketing, tells BurdaLuxury. “We are immersed in a land where the love for automobiles is part of the cultural fabric.” This spirit comes to life through the curated experiences offered to guests, made possible through partnerships with the Imola Racetrack and Ever Destination Concierge, a bespoke travel curator renowned for crafting exclusive and authentic journeys through Emilia-Romagna.
Rather than mere décor, the hotel’s automotive collaborations are woven into its very programming. Guests can barrel down the Modena circuit in a Ferrari F488 Challenge, enjoying five laps under the guidance of a professional instructor. Guests begin with a welcome drink and a private briefing before hitting the track.
For those seeking a broader circuit tour, the Motor Valley experience visits marque landmarks: the Lamborghini factory and museum, the Enzo Ferrari Museum, and the Dall’Ara Academy headquarters, culminating in an exclusive private viewing of Pagani’s ateliers. Guests also have the opportunity to explore Mario Righini’s private collection at Castello di Panzano, featuring nearly 350 vehicles, including the 1940 Auto Avio Costruzioni 815 – the very first car Enzo Ferrari built.
True exclusivity arrives with the Forbidden Ferrari experience: a fully guided, behind-the-scenes tour of Ferrari headquarters, not open to the general public. “While the legend of the Prancing Horse is universally known, this tour reveals its more intimate side – taking visitors inside the production lines, Formula 1 departments, and the bespoke atelier, where every detail is crafted with extraordinary precision,” Gasperini says, calling it a “rare journey into the beating heart of Ferrari.”
The hotel’s annual Concorso d’Eleganza Varignana 1705 further cements its status as a cultural hub. Now in its third year, the rally transforms the estate into a rolling museum, this year showcasing Rita Hayworth’s Alfa Romeo 6C 2500 SS Cabriolet among a curated selection of motoring icons. “The Concorso is much more than a classic car event – it’s a celebration of Italian lifestyle, beauty, and heritage,” Gasperini reflects.
Through these meticulously curated experiences, Palazzo di Varignana transforms from a luxury retreat into a live-action tribute to the region’s – and the world’s – automotive history and innovation.
Motorsport as an Immersive Hotel Experience
Hotels are collaborating with carmakers beyond Europe – just look to Fuji Speedway Hotel, part of Hyatt’s Unbound Collection in Japan.
Nestled within the iconic Fuji Speedway circuit, the hotel offers unparalleled access to motorsports culture. On regular business days, hotel guests enjoy free Speedway access. Pedestrians and cyclists can enter via the P14 gate with a room key, while drivers may use the West Gate with a hotel parking permit. On event days, admission fees apply, and private events restrict entry.

In an interview with BurdaLuxury, Genta Yoshikawa, the hotel’s general manager, says that the hotel “offers a rare opportunity to explore not only the world of motorsports but also the era when Japan’s automotive industry – and the country itself – experienced rapid economic growth.”
Yoshikawa elaborates on guest programming: “From vintage car comparison drives and premium test drives to thrilling drift ride-alongs, we offer events that appeal not only to car enthusiasts but also to anyone looking for a unique and unforgettable stay.”
Through its blend of operational ease, historical authenticity, and immersive programming, the Fuji Speedway Hotel reframes what it means to stay at a luxury hotel – turning each visit into a lap around culture, speed, and spectacle.
Sustainability as a Luxury Marker
In Singapore, sustainable mobility underpins luxury hospitality at Mandarin Oriental. The hotel has a partnership with Porsche, using the EV Taycan as the house car for Club Lounge guests. In May and June, it also hosted an afternoon tea collaboration that included a Porsche test drive experience for Mother’s and Father’s Day weekends, which was fully booked.

“Our partnership with Porsche brings together two iconic luxury brands and reinforces our commitment to curating exceptional experiences that encapsulates the essence of luxury and sustainability for our guests at Mandarin Oriental, Singapore,” Jill Goh, Mandarin Oriental Singapore’s general manager, tells BurdaLuxury. Her statement highlights how ESG priorities now intersect with guest expectations.
The integration of the Porsche Taycan EV as a house car exemplifies this shift. “With the Porsche EV Taycan as our house car for guests, we craft elevated yet eco-conscious experiences,” Goh notes.
Reflecting on guest behaviour, she observes, “We do see an increasing demand for our club room and suite categories, especially with the Porsche EV Taycan house car, which is one of the popular benefits that guests enjoy.” This correlation between sustainable perks and booking patterns illustrates the ROI of green partnerships.
Looking ahead, Goh predicts, “Automotive collaborations are becoming an increasingly important part of the luxury hotel experience. I see these partnerships evolving beyond transportation to create unique, immersive experiences.” Her outlook positions mobility branding at the heart of tomorrow’s experiential ecosystems.
In the UK’s Lake District, Linthwaite House’s partnerships with automotive brands such as Tesla and Polestar embody a blend of sustainability, refined design, and elevated hospitality. “Linthwaite collaborated with Polestar to highlight the brand’s vehicle range and demonstrate their suitability as an ideal vehicle of choice for travel in the Lake District, taking full advantage of our onsite charging facilities,” Karen Irving, the hotel’s general manager, tells BurdaLuxury.
She added that these collaborations help “deepen brand alignment around values like sustainability and innovation.”
Asia’s Strategic Advantage
Asia-Pacific’s wealth growth, combined with a cultural affinity for automotive excellence, positions the region as a crucible for branded hospitality innovation. Cities from Bangkok to Singapore are already hosting flagship projects that demonstrate how automotive design and hospitality can coalesce into compelling lifestyle narratives.
“We are one big family at Porsche, and that also applies to our design teams,” says Buescher. “Collaboration is more intensive and closer than ever, and all creatiev processes are organised in an agile manner. Across both brands, we have the creative power and design expertise of more than ten design studios – from Weissach to Zell am See, Berlin and Shanghai to Palo Alto.”
Gasperini adds, “Our ambition is to build a global community of collectors, enthusiasts, and travellers who see Palazzo di Varignana not just as a destination, but as part of their personal journey.” Such community-building underpins long-term brand loyalty, turning episodic stays into lifelong engagements.
“Since cars are often a key element of how guests can move between the hotel and their destinations, there’s a natural opportunity to integrate automotive brands into our offerings in creative ways,” says Goh. “Going forward, I see these partnerships evolving beyond transportation to create unique, immersive experiences that blend the best of both worlds – whether it’s curated driving experiences, exclusive dining events, lifestyle products, and even seasonal festive celebrations.”
The convergence of automotive heritage, architectural innovation, and service excellence reveals a blueprint for ultra-luxury hospitality. As the lines between mobility and living spaces continue to blur, automotive brands are not just selling cars; they are shaping enduring lifestyles, with Asia firmly in the driver’s seat of this accelerating trend.
BurdaLuxury’s Lens
This fusion of automotive prowess and hospitality design represents a seismic shift in luxury brand strategy. No longer content to engage customers through singular product lines, these marques are constructing holistic ecosystems – where architecture, service, and brand narrative intersect. In Asia, where cultural reverence for craftsmanship dovetails with rapid wealth accumulation, the potential for such branded experiences is unparalleled.
Looking ahead, we anticipate that more automotive and even non-automotive luxury brands will adopt this multidimensional approach. The true winners will be those who seamlessly stitch together product excellence, narrative depth, and operational execution – crafting not just destinations, but living embodiments of their brand ethos.