Private and Luxury

Private and luxury tours in Santa Monica make up nearly two-thirds of all tours in the area, with 114 options out of 177. These tours appeal to travelers who want a more personal experience—whether that means a smaller group, extra comfort, or a custom route. Many visitors choose this category to see LA’s highlights without the crowds, or to fit more into a single day.

The range is broad: from open-air bus rides past celebrity homes to bike tours along the coast and high-end private vehicles for citywide sightseeing. With a median starting price of $188, these tours attract families, couples, and groups who value convenience and expert guidance. Most are rated highly, with only 8% falling below 4 stars.

Santa Monica’s private and luxury category is the largest in the city, with 114 tours—64% of all options available. The selection covers everything from quick open-bus rides to full-day private excursions, reflecting how popular this style is with visitors who want a more curated experience.

Prices start as low as $26, but the median sits at $188. This is higher than the citywide median of $125, but lower than the $313 median for bus tours, which tend to be priced for whole vehicles. Most travelers book individual seats, especially on shared or small-group tours, with the bulk of options falling between $60 and $250. Only nine products are under $30, and nearly half cost more than $250, so it pays to check what’s included before booking.

Ratings are strong: 92% of tours in this category hold at least 4 stars, and the most popular options—like city highlights tours and coastal bike rides—consistently earn praise for knowledgeable guides and well-planned routes.

For travelers wanting to see LA’s highlights in comfort, mid-range tours ($60–$120) offer the best value. These include small-group bus tours and bike adventures that balance price, duration, and depth of experience. The most-reviewed options in this bracket, such as the open-air Hollywood and Beverly Hills tours, are praised for friendly guides and efficient itineraries—ideal for first-time visitors or families.

If you want a deeper dive or extra flexibility, tours in the $120–$250 range include longer routes, more stops, or specialty vehicles. Private vehicle tours and e-boat cruises fall here, appealing to those who want a more exclusive or themed outing. For the highest level of privacy and customization, expect to pay upwards of $600 for a private SUV or luxury vehicle tour, which suits groups or travelers with specific interests and a higher budget.

The best-rated tours share a few traits: guides who are both knowledgeable and personable, clear itineraries with a mix of drive-bys and photo stops, and extras like audio guides or child seats. Many reviewers mention that a good guide can make even a standard route feel special, while a lackluster one can leave the experience feeling flat.

What disappoints people? About 8% of tours are rated below 4 stars, usually due to guides who share minimal information, tours ending early, or vehicles that are uncomfortable or noisy. Some reviewers of the lower-priced open-bus tours found the focus on celebrity homes excessive or felt the advertised itinerary didn’t match what was delivered. On longer tours, a few guests mentioned guides who were disengaged or rushed, which affected their overall enjoyment.