This Italian road trip with 100 all’Ora feels like time travel

Luxury travel has many forms, but few combine adrenaline, history, and culture quite like 100 all’Ora. Born from a shared passion for Italy’s legendary automotive heritage, the company has turned vintage racing into an immersive tourism experience that takes travellers far beyond the glossy brochures and into the heart of “Italia minore”, the Italy that most never get to see.

“100 all’Ora is the living result of an immense personal passion. It’s our knowledge of vintage and supercars, paired with a deep love for our country, that allows us to design truly high-end, tailor-made journeys for our guests,” explains Andrea Benedetti, general manager and co-founder, 100 all’Ora.

At first glance, 100 all’Ora looks like an ultra-luxury travel company with a love for classic cars. But what sets it apart is its ability to weave motoring with cultural discovery. Instead of the usual tourist circuits, the team takes clients deep into uncharted regions, a supercar ride through the secret mountainous roads of Sardinia, or a leisurely exploration of Friuli-Venezia Giulia, a land of quiet beauty rarely seen by outsiders. “It’s about unveiling unknown treasures. We want our clients to discover national hidden gems and to live experiences that nobody else in the sector has even imagined,” says Andrea.

The power of small businesses

Much of 100 all’Ora’s uniqueness lies in its partnerships with Italy’s small and medium enterprises (SMEs). Boutique hoteliers, local mechanics, restorers, and artisans form the backbone of their experiences. These collaborations add a deeply human touch that no luxury hotel chain could replicate. “Our relations with SMEs are essential. These flexible, attentive, and unique businesses are the essence of the success of our tours,” shares Andrea.

It’s not just about service delivery. Clients are encouraged to engage directly with locals, a chat with a classic car restorer, or a visit to a farmer still practicing ancient traditions. These encounters transform the journey into something profoundly personal. “Foreigners especially feel like they are plunging into our national past. They discover traditions that may have disappeared in their own countries,” notes Andrea.

Challenges on the Fast Lane

Scaling such a high-touch business hasn’t been easy. Andrea constantly seeks skilled staff who embody both passion and precision. At times, he had to coordinate massive events involving up to 100 cars, logistical challenges requiring military-grade accuracy. “To grow, you need employees who are naturally committed to creating unforgettable experiences. Passion cannot be faked,” Andrea stresses.

For 100 all’Ora, creativity means boldness. Every tour is crafted to be different, shaped around the client’s desires, and designed to make dreams come true. Digital storytelling adds another layer. Drone footage, cinematic videos, and a custom booking platform modernise an otherwise analogue world of classic cars, extending their reach to a global audience hungry for authenticity.

But what about sustainability, the question often raised against vintage motoring? Andrea says that responsibility lies in the details. “Tours are slow-paced to minimise emissions. Partners are chosen for their eco-friendly practices. Sardinian tours, for instance, spotlight shepherds and farmers who keep sustainable agricultural traditions alive. Our clients enjoy the ride anyway, sometimes even more at a slower pace,” Andrea says.

Lessons from the road

Perhaps the most surprising lesson of their journey has been the friendships forged along the way. “Our partners are no longer suppliers. They’ve become faithful friends. These relationships create synergies that strengthen the whole ecosystem, turning competition into collaboration,” Andrea reflects.

Looking ahead, 100 all’Ora sees opportunities not in chasing global expansion blindly but in carrying Italy’s soul abroad. “To show respect to our past is the essence of our future. Vintage and supercars are iconic emblems of what Italy does best. Younger generations are rediscovering the splendour of the past and craving a slower pace of life,” says Andrea.

For aspiring entrepreneurs, Andrea shares, “Nothing can be achieved without passion, determination, and expertise, recalling the struggles of the Covid-19 pandemic. Specialisation is key too. In a competitive sector, you must be different and master your niche.”

“Platforms like Together in Travel help amplify SME voices, promote cross-border collaboration, and showcase best practices through digital storytelling,” Andrea adds.

At its heart, 100 all’Ora is more than a travel company. It’s a philosophy, a way of experiencing Italy through speed, beauty, craftsmanship, and heritage. As Andrea puts it, “To respect our past is to build our future.” And perhaps that’s the ultimate message, in a world obsessed with speed, sometimes the most luxurious journey is the one that takes you back in time, at 100 all’Ora.

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