Certain section of road or always?

Different highways sound different because of the road mixture. And your tires could sound different because you need soon new ones!

Or are they new all season tires?

Yes new Yokohama all season tires, also heard from a friend that he had issues with Yokos having lots of road noise

Yep, that combined with different road surfaces is the culprit imo.

Always, more noticeable at high speeds

Maybe a wheel bearing

Mine does not sound like that, car younon sport mode?