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The Monaco Grand Prix—What VIPs Really Want
For years, a VIP paddock pass to the Monaco Grand Prix represented the pinnacle of motorsport indulgence. Today, for the world's most discerning travellers, it's a chapter in a far grander story.
VIP tickets to the Monaco Grand Prix are certainly coveted, but they are still only one part of a much grander journey.
The modern high-net-worth client has grown tired of commoditised luxury. A finding in Knight Frank's Wealth Report 2024 found that 84% of HNW individuals prioritise "transformative experiences" over material acquisitions when allocating discretionary spend, with bespoke travel cited as the top category of interest.
Similarly, a 2023 Virtuoso Luxe Report revealed that 72% of affluent travellers are actively seeking multi-destination journeys tied to marquee events, rather than attending the event in isolation.
"HNW clients no longer want to simply attend the Monaco Grand Prix — they want the Grand Prix to be the crescendo of a much larger story," says Sacha Cotting, founder of Revamont.
"They're asking us for the days before and after the race to be just as considered, just as exclusive, as the race weekend itself. A ticket, no matter how good the seat, isn't an experience anymore. It's a commodity."
Imagine a journey that begins somewhere else entirely before you're flown to Monaco by private helicopter.
As this summer draws to a close and discerning travellers set their sights on next year’s summer adventure, Revamont taps into its network to prepare for an unforgettable holistic experience around one of the world’s most high-profile races.
"What we're curating isn't a weekend—it's a narrative."
Imagine a journey that begins not on the French Riviera, but in Milan, where a private group of guests will be handed the keys to their own fleet of supercars. From there, guests drive themselves along scenic backroads — deliberately routed away from motorways — through the Italian countryside, before indulging in the picturesque tranquillity of Lake Como. Those who want to enjoy their stay a little longer can be transported to Monaco by private helicopter, just in time for the Grand Prix weekend — complete with two days of privileged paddock access across practice, qualifying and race day, and the possibility of dining with a former Formula 1 champion.
VIP guests are asking for the days before and after the Monaco Grand Prix race to be just as considered, just as exclusive, as the race weekend itself.
"What we're curating isn't a race weekend — it's a narrative," Cotting explains. "One guest wants a private dinner with a world champion. Another wants their own driving convoy through Italy before they ever see Monaco. We build the entire week around what makes it personal to them."
This appetite for personalisation is echoed industry-wide. A 2024 McKinsey Luxury Report found that "hyper-personalisation" is now the single largest driver of loyalty among ultra-high-net-worth travel clients, ahead of price or brand prestige.
"Hyper-personalisation" is now the single largest driver of loyalty among ultra-high-net-worth travel clients.
For Revamont, this is simply the standard. The Monaco Grand Prix may be the world's most glamorous Formula One race — but the real exclusivity lies in everything surrounding it.
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