Maserati and Egnazia Ospitalità Italiana launch project blending travel, driving, and hospitality
Maserati and Italian hotel group Egnazia Ospitalità Italiana have partnered to create driving experiences and itineraries that combine the Grand Tour tradition with luxury hospitality at properties in Puglia, Basilicata…
- 1914
- 100 years
- 7
- over 70
What Happened
Maserati and Egnazia Ospitalità Italiana, a luxury hotel group, have partnered to create a series of driving experiences and itineraries that blend the Italian Grand Tour tradition with high-end hospitality. The collaboration, called 'Italian Way of Driving by Maserati,' aims to transform travel into an immersive cultural experience by connecting drivers with landscapes, communities, and local culture. The partnership is rooted in a shared vision of Italy as a collection of diverse territories to be discovered behind the wheel.
The driving experiences will take place at seven properties managed by Egnazia Ospitalità Italiana across Italy, including Borgo Egnazia in Puglia, Ostuni a Mare, Santavenere in Maratea, and several hotels in the Dolomites and Costa Smeralda. In Puglia, the 'Discovering Puglia' route will feature the new GranTurismo and GranCabrio, emphasizing the pleasure of the road and Mediterranean landscape. At other destinations, the Grecale SUV will be used for more versatile driving experiences. Additionally, exclusive visits to Maserati's Modena showroom and Fuoriserie customization program are offered to Egnazia group customers.
- Borgo Egnazia (Puglia)
- Ostuni a Mare (Puglia)
- Santavenere (Maratea, Basilicata)
- Hotel de Len (Dolomites)
- Hotel Ancora (Dolomites)
- Castel Badia (Dolomites)
“This collaboration stems from a shared vision of travel as a cultural experience, before it is simply a journey from one place to another. With Maserati, we share a deeply Italian idea of style, balance and connection with places: the road becomes part of hospitality, a way to engage with landscapes, communities and memories through a more conscious gaze. For Egnazia Ospitalità Italiana, this mean”
“The partnership with Borgo Egnazia and the other properties of the Egnazia Ospitalità Italiana group stems from a shared vision: together, we celebrate Italian territories, culture and excellence through experiences that combine driving with the discovery of our country’s most authentic places. This is how we interpret the cultural value of the 100 years of the Trident: for us, the Italian lifesty”
Previously from Maserati S.p.A.
Earlier in July 2026, Maserati completed a 15,000-km cross-continental Grand Tour from Shanghai to Modena for its centenary, and hosted over 100 journalists in Trieste for the dynamic debut of the GranTurismo, GranCabrio, and Grecale models used in this partnership.
- Maserati China-Italy Grand Tour Ends in Modena After 15,000 km Journey
- Maserati Media Drive in Trieste for New GranTurismo, GranCabrio, and Grecale
Background drawn from MotorClaw's earlier coverage of Maserati S.p.A.'s official releases.
Why this matters
This partnership creates a new model for luxury travel where driving is integrated into the hospitality experience, targeting affluent travelers who value Italian lifestyle and culture. It expands Maserati's brand engagement beyond car sales and offers Egnazia's guests unique curated driving routes, strengthening brand loyalty through experiential marketing.
Terms in This Story
- Grand Tour
- A long journey through Europe, historically associated with aristocratic travel; Maserati uses it to evoke a style of driving that combines performance, comfort, and elegance.
- Fuoriserie
- Maserati’s bespoke customization program that allows customers to personalize their vehicles.
- Trident
- Maserati’s emblem, derived from the trident of Neptune, symbolizing the brand's identity.
Summarised from the linked release; details can be imperfect — always verify against the original source.