360 Blue

What 360 Blue does

360 Blue is a luxury vacation rental management and direct-to-consumer booking company operating across Florida's Gulf Coast. Founded in 2007 and headquartered in Santa Rosa Beach, Florida, the company manages a portfolio of premium vacation homes across the Emerald Coast (Destin, Miramar Beach, the 30A corridor including Seaside, WaterColor, Rosemary Beach, and Inlet Beach) and the Forgotten Coast (Cape San Blas, Port St. Joe). The company operates as Natural Retreats US LLC and is a brand within the broader Natural Retreats collection, which also includes mountain and Palm Springs destinations. The platform serves two customer segments: high-end leisure travelers (affluent families, wedding groups, extended-stay guests) booking through the direct website or phone, and vacation homeowners seeking full-service rental and private home management.

The company runs a tiered product architecture comprising the core 360 Blue luxury brand, the Alaya Collection ultra-luxury sub-brand, and Callista Vacations for the affordable-luxury midsize segment. The underlying technology is a standard online vacation rental booking platform with real-time availability calendars, property search and destination filtering, and an Owner's Portal (naturalretreats.trackhs.com) for homeowner inventory management. Concierge services (Emerald Coast Concierge, Cape San Blas Concierge) provide curated local experiences such as yoga, paddleboarding, and beach bonfires. The company has received industry recognition including Vrbo Home of the Year 2026, Airbnb Superhost status, and 4 MUSE Design Awards through the Natural Retreats collection.

360 Blue's revenue model is transaction-based: the company earns management fees on rental income from homeowners, plus non-refundable booking fees, housekeeping fees, pool heating fees (October through May), and non-refundable pet fees ($200-$400). Pricing varies by property size, location, and season, with most properties requiring a 3-night minimum stay and Saturday turnovers during peak periods. Distribution is primarily direct-to-consumer via www.360blue.com and a 877 reservations line, with no reliance on third-party OTA channel partners despite Vrbo/Airbnb award presence. The company employs 101-250 people and is privately held under the Natural Retreats corporate structure with no disclosed venture capital, private equity, or public ownership.

Name

360 Blue

Legal name

Natural Retreats US LLC

Website

https://360blue.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

360 Blue is a luxury vacation rental management and direct-booking company operating across Florida's Gulf Coast (Emerald Coast and Forgotten Coast), serving affluent families, wedding groups, and extended-stay travelers through the 360 Blue, Alaya Collection, and Callista Vacations brands under the Natural Retreats parent.

Ownership category

akta.pro rank

Product category

Luxury Vacation Rental Services

NAICS

Consumer Goods Rental (5322)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Luxury Beachfront & Waterfront Villas (THAMAEAE)

Keywords

• Luxury vacation rentals
• Vacation rental management
• Beachfront property rentals
• Vacation home management
• Vacation concierge services

Headquarters

HQ city

Santa Rosa Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Vacation Rental Bookings: 360 Blue generates revenue by managing and renting luxury vacation homes on Florida's Gulf Coast. Revenue is derived from guest bookings of vacation rental properties across the Emerald Coast and Forgotten Coast destinations including Destin, Miramar Beach, 30A communities, Panama City Beach, and Cape San Blas. The company acts as the property manager for homeowners, collecting rental income and taking a management fee.
2. Booking and Processing Fees: A non-refundable booking fee is added to each reservation for processing. Housekeeping fees vary by property size and are applied to cleaning, laundry, and start-up amenity costs. Additional fees may apply for pool heating (October 1 - May 1), and non-refundable pet fees ($200-$400).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

360 Blue manages and rents luxury vacation homes on Florida's Gulf Coast, including Destin, Miramar Beach, the 30A corridor communities, Panama City Beach, and the Forgotten Coast. The company books properties directly through its website and phone channels, and provides property management services for homeowners. Sub-brands include the Alaya Collection (ultra-luxury rentals) and Callista Vacations (midsize luxury for families), complemented by Emerald Coast and Cape San Blas concierge services for curated local experiences.

Product overview

360 Blue is a luxury vacation rental management company operating as part of the Natural Retreats collection of brands. The company offers three distinct rental brands: 360 Blue (luxury rentals on Florida's Gulf Coast including Destin, Miramar Beach, and 30A communities), Alaya Collection (ultra-luxury properties with exclusive services), and Callista Vacations (affordable midsize luxury for families). Properties span the Emerald Coast and Forgotten Coast with destinations including Destin, Seaside, WaterColor, Rosemary Beach, Panama City Beach, and Cape San Blas. The company provides concierge services for curated local experiences, plus rental and property management services for homeowners. The platform enables travelers to book vacation homes with features including private pools, Gulf views, beach access, golf carts, bikes, and event-friendly accommodations.

Differentiator

Problem solved

Functional benefit

Brands

• Alaya Collection: Ultra-luxury vacation rentals on Florida's Gulf Coast and mountain destinations (Big Sky, Palm Springs, Park City, Sun Valley) with elevated finishings, unbeatable locations, and exclusive services.
• Callista Vacations by 360 Blue

Products and services

• 360 Blue Luxury Vacation Rentals Primary luxury vacation rental brand offering premium properties on Florida's Gulf Coast, including Destin, Miramar Beach, 30A communities (Blue Mountain Beach, Grayton Beach, WaterColor, Seaside, Seagrove Beach, WaterSound, Seacrest Beach, Rosemary Beach, Inlet Beach), Panama City Beach, and Forgotten Coast destinations (Cape San Blas, Port St. Joe). Properties feature amenities such as private pools, Gulf views, elevators, and beach access.
• Alaya Collection Ultra-luxury rental collection featuring elevated finishings, prime locations, and access to exclusive services and experiences from booking to departure. Properties offer a distinctive design aesthetic and span both Florida's Gulf Coast and mountain destinations such as Big Sky, Palm Springs, Park City, and Sun Valley.
• Callista Vacations by 360 Blue Affordable luxury brand offering an extraordinary collection of midsize luxury vacation homes and condos on Florida's Emerald Coast, targeted at families and small groups.
• Emerald Coast Concierge Concierge service for Emerald Coast properties helping guests book curated experiences including yoga on the beach, standup paddleboard adventures, beach bonfires, and custom adventures.
• Cape San Blas Concierge Concierge service for Cape San Blas and Forgotten Coast properties offering curated local experiences and adventure planning.
• Rental Management Property rental management services for homeowners covering marketing, booking, maintenance, and guest services for vacation rental properties on Florida's Gulf Coast.
• Private Home Management Dedicated management services for private homeowners seeking to rent their luxury vacation properties.

Quantifiable outcome

• Vrbo Home of the Year 2026 for property 'The Sea Shak' in Seacrest Beach
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Natural RetreatscoreStrategic or Co-development Partner360 Blue is a brand under the Natural Retreats collection of vacation rental brands. Natural Retreats operates luxury vacation homes across the United States with a focus on mountain views, ski-in/ski-out access, national parks proximity, and coastal destinations. The partnership provides 360 Blue with access to Natural Retreats' broader portfolio, marketing resources, and operational infrastructure. 360 Blue represents the Gulf Coast presence in the Natural Retreats collection, which also includes mountain destinations like Big Sky, Palm Springs, Park City, and Sun Valley.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Vrbo (Expedia Group): Vrbo is a major U.S. vacation rental marketplace that awarded 360 Blue's 'The Sea Shak' the Home of the Year 2026. It serves as both a key distribution channel and a competing self-serve platform for homeowners who might otherwise hire 360 Blue.
• Airbnb: Airbnb operates the global vacation rental marketplace on which 360 Blue lists properties as a Superhost. It is a critical distribution channel and competitive platform where individual homeowners can bypass professional managers like 360 Blue.
• Natural Retreats: Natural Retreats is the parent collection of brands for 360 Blue, operating luxury vacation rentals across U.S. mountain and Palm Springs destinations. It is the broader portfolio counterpart to 360 Blue's Gulf Coast specialization and shares the Alaya Collection sub-brand.

Direct peers

• StayMarquis: StayMarquis is a luxury vacation rental management company serving the 30A and South Walton Florida Gulf Coast market, directly competing with 360 Blue on premium beachfront inventory, wedding and group bookings, and homeowner acquisition.
• AvantStay: AvantStay is a tech-enabled luxury vacation rental manager with a portfolio concentrated in premium U.S. coastal markets including Florida. It overlaps with 360 Blue on high-end Gulf Coast properties, large-group/wedding demand, and concierge-style guest experiences.
• Vacasa: Vacasa is the largest U.S. vacation rental management company with a full-service model across coastal and mountain destinations. It directly competes with 360 Blue in Florida Gulf Coast markets on managed inventory scale, homeowner acquisition, and guest booking, though Vacasa spans many more geographies.
• Beachball Properties: Beachball Properties is a local Florida Panhandle vacation rental manager headquartered near 360 Blue on 30A, offering similar luxury homes, concierge services, and direct booking to the same affluent family and wedding clientele.
• Evolve Vacation Rental: Evolve is a national vacation rental manager using a light-touch model with local caretaker partners. While less luxury-skewed than 360 Blue, it competes for homeowner contracts and traveler bookings in the same Florida Gulf Coast geographies.
• Five Star Beach Properties: Five Star Beach Properties is a 30A-area luxury vacation rental manager directly overlapping 360 Blue's core 30A corridor geography, including Seaside, WaterColor, Rosemary Beach, and Seacrest Beach, with comparable luxury villa inventory and concierge offerings.

Regional players

• Ocean Reef Vacations: Ocean Reef Vacations is a Florida Panhandle vacation rental manager primarily serving Pensacola Beach and Perdido Key. It is comparable on business model (luxury vacation rental management) but operates in an adjacent rather than directly overlapping geography from 360 Blue's Emerald Coast footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/360blue
• Facebookfacebook.com/360BlueProperties

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 360 Blue