What Bluvacanze does

Bluvacanze S.p.A. is an Italian travel services company headquartered in Milan (with a new group headquarters inaugurated in Naples in 2023), operating as the retail and distribution arm of MSC Group's travel and tourism division. Founded in 1995 and building on the 50+ year heritage of subsidiary Cisalpina Tours, the group runs Italy's largest travel agency distribution network: 300 owned retail agencies under the Bluvacanze and Vivere & Viaggiare brands, 600+ independent affiliated agencies under the Blunet network, a tour operator (Going, with sub-brands Going2Italy for incoming tourism and Going Resort), a business travel management company (Cisalpina Tours) serving 800+ corporate clients through 7 Italian and 9 international offices, and a direct-to-consumer e-commerce platform at bluvacanze.it. The platform offers multi-destination booking across flights, hotels, packages, car rentals, transfers, and cruises, augmented by a natural-language AI trip planner called Viaggi AI.

Revenue is generated through three principal streams: transaction fees and commissions on packaged tours and third-party travel services sold through the agency network, corporate travel management and expense optimization services under managed-services contracts, and direct e-commerce bookings. The group processes roughly 2 million transactions annually and serves 500,000+ leisure travelers through its agencies, with go-to-market executed through physical retail storefronts (SMB and individual consumers), a B2B affiliation network (Blunet), enterprise direct sales (Cisalpina), and digital direct-to-consumer channels.

The underlying technology stack is an online travel booking platform with an AI-assisted natural-language itinerary planner, a BluClub customer loyalty program, and integrated supplier partnerships spanning airlines (Royal Air Maroc, Cathay Pacific), ferry operators (GNV), cruise lines (MSC Crociere), rail (Italo), and theme parks (Disneyland Paris, Europa Park). Bluvacanze operates as a privately held subsidiary of MSC Crociere (MSC Mediterranean Shipping Company), with no external institutional investment, no public listing, and no disclosed funding rounds.

Name

Bluvacanze

Legal name

Bluvacanze S.p.A.

Website

https://bluvacanze.it

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

251–500 employees

Short description

Bluvacanze is Italy's largest travel agency network, operating 900+ agencies (300 owned, 600+ affiliated) under the Bluvacanze, Vivere & Viaggiare, Blunet, Going, and Cisalpina Tours brands, serving 500,000+ leisure travelers and 800+ corporate clients via retail, tour operating, corporate travel management, and an AI-enabled online booking platform under MSC Group ownership.

Ownership category

akta.pro rank

Product category

Travel Agency Services

NAICS

Travel Agencies (561510), Tour Operators (561520)

akta.pro primary industry

Managed Corporate Travel Programs (End-to-End TMC Services) (THAKAMAA)

akta.pro secondary industries

Corporate Booking Platforms & Online TMCs (THAKAAAG), Travel Fulfillment & After-Hours/Agent Assist Services (White-Label TMC Operations) (THACAAAJ), Hotel & Accommodation Booking Platforms (THALAFAB), Online Booking Tools (OBT) & Corporate Booking UX (THALAGAD)

Keywords

• Travel agency services
• Leisure travel packages
• Corporate travel management
• Tour operator services
• Travel distribution network

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices19 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour Operating: Revenue from packaging and selling vacation packages including flights, hotels, and experiences under the Going tour operator brand
2. Travel Agency Commissions: Commissions from sales of third-party travel services including airline tickets, hotel bookings, cruise reservations, and travel insurance through the agency's 900+ network
3. Corporate Travel Management: Business travel management services for 800+ corporate clients including travel policy implementation, booking management, and expense optimization through Cisalpina Tours

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Bluvacanze is an Italian travel distribution and agency group that sells leisure and corporate travel services through a network of 900+ travel agencies (300 owned and 600+ affiliated), an e-commerce booking platform, and a tour operator brand (Going). Core services include packaged vacations, flight+hotel bundles, cruises, corporate travel management (via Cisalpina Tours), and AI-assisted trip planning via the Viaggi AI tool on bluvacanze.it.

Product overview

Bluvacanze is a comprehensive Italian travel services company operating as a multi-brand platform. The core offering includes an AI-powered travel assistant (Viaggi AI) integrated into a consumer-facing booking platform for flights, hotels, packages, car rentals, transfers, and cruises. The portfolio comprises retail brands (Bluvacanze Network with 300 agencies under Bluvacanze and Vivere & Viaggiare), the Blunet affiliation network (600+ agencies), tour operator Going (including Going2Italy incoming and Going Resort), and business travel specialist Cisalpina Tours. Additional offerings include BluClub loyalty program, gift cards, and the Travel Talks podcast content series.

Differentiator

Problem solved

Functional benefit

Brands

• Going Resort: Resort division with Going Stylosophy concept
• Going2Italy

Products and services

• Viaggi AI Trip Planner Artificial intelligence-based travel planning tool that allows users to describe their ideal trip in natural language and receive personalized recommendations for destinations, packages, and itineraries.
• Bluvacanze Network Retail Agency Flagship retail travel agency brand comprising 300 owned agencies in shopping centers and high streets across Italy, providing in-person vacation planning and booking services for individual consumers and families.
• Blunet Affiliation Network Affiliation network of approximately 600 independent travel agencies across Italy, created as a strategic affiliation project to expand Bluvacanze Group's distribution footprint.
• Cisalpina Tours Corporate Travel Italian travel management company specializing in business travel with over 50 years of experience, serving 800+ corporate clients and managing 2 million transactions annually through 7 Italian Business Travel Centers and 9 international offices.
• Going Tour Operator

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature1 record

Partnerships

13 partnerships are on record, tiered core, flagship and minor.

• Royal Air MaroccoreGTM or Marketing PartnerRoyal Air Maroc is featured as a top partner on Bluvacanze, offering flights to Morocco without connections from Italy. The partnership provides Bluvacanze customers access to Morocco destinations through the airline.
• Cathay PacificcoreGTM or Marketing PartnerCathay Pacific is featured as a top partner and has been recognized among the best airlines in the world, offering Bluvacanze customers access to long-haul Asian destinations.
• GNV (Grandi Navi Veloci)coreGTM or Marketing PartnerGNV (Grandi Navi Veloci) is featured as a top partner, offering Mediterranean ferry and cruise services to Bluvacanze customers.
• MSC CrociereflagshipStrategic or Co-development PartnerMSC Crociere is wholly owned by MSC Group, Bluvacanze's parent company. The partnership provides exclusive access to MSC cruise products and integrated vacation packages combining cruise with land arrangements.
• Europa ParkcoreGTM or Marketing PartnerEuropa Park, Germany's largest theme park, is featured as a top partner, offering Bluvacanze customers access to theme park vacation packages.
• Disneyland PariscoreGTM or Marketing PartnerDisneyland Paris is featured with exclusive packages including Premier Access, offering Bluvacanze customers special access to Disney theme parks.
• ItalominorGTM or Marketing PartnerItalo high-speed rail is featured as a partner offering quality and comfort train travel within Italy.
• Digital BrosminorGTM or Marketing PartnerDigital Bros partnership features gaming-related travel experiences and includes interactive games on the Bluvacanze website like 'Destinazione Vacanze' and 'Il Genio della Lampada'.
• WeRoadminorGTM or Marketing PartnerWeRoad is featured as a partner for adventure and group travel experiences, offering Bluvacanze customers access to small group trips.
• Ente del Turismo TurchiaminorGTM or Marketing PartnerTurkish Tourism Board partnership promotes Turkey as a destination bridging East and West, offering Bluvacanze customers access to Turkish travel packages.
• ArubaminorGTM or Marketing PartnerAruba tourism board partnership promotes Aruba as a Caribbean destination for Bluvacanze customers.
• AIDiT (Associazione Italiana Distribuzione Turistica)coreStrategic or Co-development PartnerAIDiT is the Italian Association of Tourism Distribution, affiliated with Confindustria Federturismo. Bluvacanze is a founding member and all its agencies are members of AIDiT.
• AIDiT Safety Campaign PartnersminorStrategic or Co-development PartnerPartnership with Astoi, Assoviaggi, Fiavet, Fto, Maavi associations and the Ministry of Foreign Affairs Unit of Crisis for the 'Dammi il 5!' travel safety campaign.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Booking.com: Global online travel agency dominating accommodation and ancillary booking. Represents the disintermediation threat Bluvacanze faces on the consumer side; broadly overlaps with bluvacanze.it's online booking platform but at vastly larger scale.
• Expedia Group: Global OTA conglomerate (Expedia, Hotels.com, Vrbo) competing for consumer travel bookings across flights, hotels, packages, and activities. Comparable as the broad incumbent pressure on Bluvacanze's consumer online booking channel.
• TUI Group: European integrated tourism group combining tour operating, retail agencies, cruise, and hotels. Comparable in business model to Bluvacanze's full-stack leisure + tour operator + retail model, but at a pan-European scale.
• Costa Cruises (Carnival Corporation): Major European-headquartered cruise brand competing with MSC Crociere for Mediterranean and global cruise customers. Indirectly comparable as a competitor to MSC's cruise business that Bluvacanze distributes, and as a parallel vertically integrated cruise-and-distribution model.

Direct peers

• Veratour: Italian tour operator specializing in all-inclusive resort packages with proprietary clubs and direct distribution. Comparable to Bluvacanze's Going Resort division in the leisure package-holiday segment.
• Eden Viaggi: Italian tour operator focused on leisure packages and resort holidays, distributing through agency networks. Overlaps with Going tour operator and Bluvacanze retail in packaged leisure vacations for Italian consumers.
• Alpitour Group: Italy's largest tour operator with integrated travel agency network (Welcome Travel Group) and proprietary hotel brands. Directly comparable as a vertically integrated Italian leisure travel distribution and tour operating platform competing for the same retail and tour operator customers.
• Amex GBT (American Express Global Business Travel): Global corporate travel management company serving enterprise clients with policy compliance, expense optimization, and duty of care. Directly comparable to Cisalpina Tours' managed corporate travel services and sustainability reporting offerings.
• CWT (Carlson Wagonlit Travel): Global corporate travel management company serving large enterprise clients with booking, expense, and traveler security tools. Comparable to Cisalpina Tours' B2B travel management business serving 800+ corporate clients.
• Welcome Travel Group: Italian travel agency network and tour operator (part of Alpitour) with hundreds of affiliated agencies and similar multi-channel leisure distribution. Closest direct competitor to Bluvacanze's Blunet affiliation model and Going tour operating business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BluvacanzeOfficial
• LinkedInlinkedin.com/company/bluvacanze-spa
• Instagraminstagram.com/bluvacanzeofficial
• TikToktiktok.com/@bluvacanzeofficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Bluvacanze