What Bluserena does

Bluserena Spa Unipersonale is a privately held Italian hospitality company founded in 1986 and headquartered in Pescara, operating a portfolio of 13 hotel and resort properties across six Italian regions — Abruzzo, Sardinia, Sicily, Puglia, Calabria, and Piedmont (winter season). Its core product is all-inclusive beach and mountain resort vacations sold under tiered stay formulas (Soft Inclusive, All Inclusive, and Ultra Inclusive at Is Serenas Badesi), with a premium sub-brand called Ethra Reserve comprising four properties, a thalasso spa, a congress center, and a beach club in the Stornara Nature Reserve in Puglia. The company serves primarily Italian families with children, alongside secondary segments of sports enthusiasts, wellness seekers, and entertainment-oriented travelers, supported by a 40-year quality-certified family hospitality program (the "VACANZA AMICA DEI BAMBINI" mark) and a Bluserena Sport Academy featuring Olympic-level athletes.

The technology stack consists of a DTC booking engine at booking.bluserena.it with real-time availability, a dedicated B2B travel-agency portal, a training platform (Bluserena Talent Center), a Volo+Hotel transport bundling service, and a mobile app on iOS and Android that hosts the newly launched STAY loyalty programme (Pin accumulation, four Status tiers, rewards catalog). There is no public API, SDK, or disclosed AI/ML capability. Distribution is hybrid: direct-to-consumer via the website, call center, and WhatsApp, complemented by travel agency intermediaries reached through a dedicated channel portal.

Revenue is generated from accommodation, F&B, sports and entertainment programming, spa and wellness services, and ancillary experiences under an all-inclusive pricing model with quote-based rates that are not publicly disclosed. The company employs between 251 and 500 people, has no disclosed funding rounds, no parent company, and no M&A activity in the source data, and is led by CEO Silvio Maresca.

Name

Bluserena

Legal name

Bluserena Spa Unipersonale

Website

https://bluserena.it

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

251–500 employees

Short description

Bluserena is a privately held Italian hospitality company operating 13 all-inclusive hotel and resort properties across six Italian regions, serving primarily Italian families with children through tiered stay formulas, a premium Ethra Reserve sub-brand, and a new STAY loyalty programme.

Ownership category

akta.pro rank

Product category

All-Inclusive Beach Resort Hospitality

NAICS

Traveler Accommodation (7211), Hotels (except Casino Hotels) and Motels (72111), All Other Traveler Accommodation (721199)

SIC

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

akta.pro primary industry

Family & Kid-Friendly All-Inclusive Resorts (THAGAKAA)

akta.pro secondary industries

Beach & Island All-Inclusive Resorts (THAGAKAG), Luxury All-Inclusive Resorts (THAGACAI), Resort-Style Extended-Stay Properties (THAGAEAL)

Keywords

• All-inclusive resorts
• Family beach holidays
• Italian hotel chain
• Resort accommodation
• Hospitality services

Headquarters

HQ city

Pescara

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel and Resort Accommodations: Room revenue from 13 hotels and resorts across Italy including Abruzzo, Sardinia, Sicily, Puglia, Calabria, and Piedmont. Properties range from 4-star resorts to premium Ethra Reserve collection.
2. All-Inclusive Packages: Soft Inclusive, All Inclusive, and Ultra Inclusive packages bundling accommodation, meals, beverages, entertainment, sports, and activities. Premium Ultra Inclusive at Is Serenas Badesi includes premium spirits and exclusive services.
3. Ancillary Services: Spa and wellness services (Ethra Thalasso SPA), sports activities (padel, tennis), Bluserena Sport Academy with professional athlete training, beach club services, and dining upgrades.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Bluserena operates a portfolio of 13 hotel and resort properties across Italy (Abruzzo, Sardinia, Sicily, Puglia, Calabria, and Piedmont) delivering all-inclusive vacation stays bundled with meals, beverages, entertainment, sports, and children's services. Core product tiers are Soft Inclusive, All Inclusive, and Ultra Inclusive, anchored by the premium Ethra Reserve collection in Puglia and supported by ancillary services including Ethra Thalasso SPA, Ethra Beach Club, Bluserena Sport Academy, and the STAY loyalty programme.

Product overview

Bluserena is a hospitality company operating a portfolio of 13 hotel and resort properties across Italy's most scenic coastal and mountain regions (Sardegna, Puglia, Sicilia, Calabria, Abruzzo, and Piemonte). Its core product consists of resort properties ranging from family beach resorts to a premium luxury collection called Ethra Reserve. The portfolio includes Serena Majestic Hotel Residence (flagship Adriatic hotel), Is Serenas Badesi Resort and Calaserena Resort (Sardegna), Serenusa Resort (Sicilia), Torreserena Resort and Granserena Hotel (Puglia), Sibari Green Resort and Serenè Resort (Calabria), and Hotel Sansicario Majestic (winter mountain hotel). Ethra Reserve is a premium sub-brand comprising four properties (Kalidria Hotel & Thalasso SPA, Alborèa Ecolodge Resort, Valentino Resort, Calanè Resort) plus Ethra Thalasso SPA, Ethra Congress Center, and Ethra Beach Club. Supporting products include the STAY loyalty programme (with Pin-earning, tiered Status levels, and a rewards catalog), the Agency Booking Online B2B platform and Talent Center for travel agency partners, Volo+Hotel transport packages, Bluserena Sport Academy (champion-led sports coaching), and the Serenella Experience for children. Bluserena has introduced new Soft Inclusive and All Inclusive stay formulas from 2026, with Ultra Inclusive available at Is Serenas Badesi Resort.

Differentiator

Problem solved

Functional benefit

Brands

• Ethra Reserve: A premium resort collection located in the Stornara Nature Reserve in Puglia, featuring four properties (Kalidria Hotel & Thalasso SPA, Alborèa Ecolodge Resort, Valentino Resort, Calanè Resort), Ethra Thalasso SPA, Ethra Beach Club, and Ethra Congress Center.
• STAY
• STAY
• STAY

Products and services

• Bluserena Hotels & Resorts Portfolio of 13 hotel and resort properties along the coastlines and mountain areas of Sardinia, Puglia, Sicily, Calabria, Abruzzo, and Piedmont, offering all-inclusive stay formulas, entertainment, sports, dining, and wellness services to leisure travelers and families.
• Serena Majestic Hotel Residence Flagship Bluserena hotel on the Adriatic coast in Montesilvano (Pescara), Abruzzo, with direct sandy beach access, Soft and All Inclusive packages, kids' clubs for ages 3-17, sports facilities, padel courts, wellness center, entertainment, and a range of room types including family rooms and self-catering residences.
• Is Serenas Badesi Resort Beach resort on a white sandy beach in Badesi (Sassari), Gallura, Sardinia, offering All Inclusive and Ultra Inclusive packages with unlimited cocktails, themed restaurants, pools, sports, entertainment, and optional BluSPA wellness experiences.
• Calaserena Resort Beach resort in Maracalagonis (Cagliari), southern Sardinia, set amidst greenery with direct beach access. Offers All Inclusive packages, entertainment, sports, and family-friendly services including the Serenella Experience for children.
• Serenusa Resort Resort in Licata (Agrigento), Sicily, set on a natural terrace on the sea near the Valley of the Temples archaeological site, offering All Inclusive packages, entertainment, sports, and family services.
• Torreserena Resort Resort in Marina di Ginosa (Taranto), Puglia, with a sandy beach. Offers Soft and All Inclusive packages, padel courts, entertainment, and Happy Dog pet services for dogs up to 15 kg.
• GranSerena Hotel Hotel directly on the sea in Torre Canne (Brindisi), Puglia, close to the Valle d'Itria, offering Soft and All Inclusive packages, the Apulia Crudo Experience dining concept, Bluserena Sport Academy basketball with Giacomo Galanda, entertainment, and sports facilities.
• Sibari Green Resort Resort in Sibari (Cosenza), Calabria, in the Magna Graecia area, offering a green oasis with a sandy beach; Soft Inclusive packages only at this property.
• Serenè Resort Resort in Marinella di Cutro (Crotone), Calabria, with a forest setting on the sea and sandy beach. Offers Soft and All Inclusive packages, the Serenella Experience for children, and new padel courts planned for 2026.
• Hotel Sansicario Majestic Mountain hotel in Sansicario (Turin), Piedmont, within the Vialattea ski area (400 km of slopes), with refined design, suites, and a warm welcome; operated during the winter season as a ski hotel.
• Ethra Reserve Premium resort collection in Castellaneta Marina (Taranto), Puglia, set within the Stornara Nature Reserve with a private beach, comprising four properties (Kalidria Hotel & Thalasso SPA, Alborèa Ecolodge Resort, Valentino Resort, Calanè Resort), Ethra Thalasso SPA, Ethra Congress Center, and Ethra Beach Club.
• Kalidria Hotel & Thalasso SPA Premium hotel within the Ethra Reserve collection in Castellaneta Marina (Taranto), Puglia, featuring Ethra Thalasso SPA, exclusive Ethra Beach Club access, four panoramic padel courts (one approved for official tournaments and night-lit), and hosting events such as the Art Padel Tour.
• Alborèa Ecolodge Resort Eco-friendly resort within the Ethra Reserve collection in Castellaneta Marina (Taranto), Puglia, located in the Stornara Nature Reserve pine forest by the sea. Offers Ethra Beach Club access, panoramic padel courts, the Serenella Experience for children, and nature-immersed dining.
• Valentino Resort Resort within the Ethra Reserve collection in Castellaneta Marina (Taranto), Puglia, offering access to the Thalasso SPA, Ethra Beach Club, panoramic padel courts, and the Serenella Experience for children.
• Calanè Resort Resort within the Ethra Reserve collection in Castellaneta Marina (Taranto), Puglia, offering access to the Ethra Thalasso SPA, Ethra Beach Club, panoramic padel courts, and the full Ethra Reserve hospitality experience.
• Ethra Thalasso SPA Thalassotherapy and wellness center within the Ethra Reserve complex in Puglia, offering seawater pools, water jets, spa treatments, and the "La Luna e la SPA" multisensory evening experience with candlelight, live music, sparkling wine, and fresh fruit.
• Ethra Beach Club Exclusive beach club at Ethra Reserve (Kalidria Hotel & Thalasso SPA and Alborèa Ecolodge Resort) offering Bali beds, plush mattresses in front rows, soft beach towels, dedicated hostess and waiter service, Mediterranean Restaurant dining, and snacks and drinks served directly on the beach.
• STAY Loyalty Programme Bluserena's loyalty programme. Members earn Pin for each stay, unlock Status tiers (Silver, Gold, Diamond, Titanium) with increasing benefits including guaranteed discounts, priority access to sales, room upgrades, concierge services, private events, and a rewards catalog (free nights, resort vouchers, champagne experiences, front-row beach umbrellas). Available via dedicated mobile app.
• Agency Booking Online Dedicated online booking platform for travel agencies, enabling quote generation, PDF export, and booking confirmation. Access requires agency credentials (sign-up available). Integrated with the Bluserena Talent Center for agency training.
• Bluserena Talent Center Online training platform for travel agencies, providing courses to help agency staff learn about Bluserena properties, services, and booking processes.
• Volo + Hotel Combined transport and hotel package service that allows guests to book flights and Bluserena accommodation together.
• Bluserena Sport Academy Sports training programme with champion athletes, offering coaching, clinics, and inspiration for guests of all levels across multiple properties and disciplines.
• Serenella Experience Magical children's experience available at Ethra Reserve (Valentino Resort and Alborèa Ecolodge Resort, Puglia), Serenè Resort (Calabria), and Calaserena Resort (Sardinia). Children receive Serenella-themed bedding, a personalized welcome letter, a custom Serenella bathrobe to take home, in-room surprises from the mascot, and access to costumes, lights, and backstage theater experiences.

Quantifiable outcome

• First Italian hospitality company to receive 'VACANZA AMICA DEI BAMBINI' quality mark from Federazione nazionale Pediatri Cipe – Sispe – Sinspe

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Alpitour World: Large Italian tour operator group with both tour packaging and resort operations (e.g., Bravo Club villages). Overlaps with Bluserena on Italian family all-inclusive distribution and contracting.
• Marriott International: Global hotel giant with resort and premium/luxury sub-brands (e.g., Luxury Collection, Ritz-Carlton). Relevant as a broader incumbent competing for premium leisure resort demand and operating large-scale loyalty (Bonvoy).
• TUI Group: Global tourism conglomerate with hotels, resorts and cruise operations. Competes for the same family package holiday customer but at far larger scale across many brands and geographies.

Direct peers

• Sandals / Beaches Resorts: Caribbean all-inclusive resort group (Beaches = family, Sandals = adults-only). Closest analog for tiered all-inclusive (entry / premium / ultra-premium) product architecture and loyalty-style repeat guest economics.
• TH Resorts (Trentino Holidays / Italian Hotel Collection): Italian hotel group operating resort and family hotels across Italy, including all-inclusive formulas. Comparable on family-focused Italian resort operations and multi-region footprint.
• Veratour: Italian tour operator focused on beach all-inclusive holidays, often using owned/contracted village resorts. Closest Italian head-to-head competitor to Bluserena's family all-inclusive offering.
• VOI Hotels (VOIhotels): Italian all-inclusive resort chain operating beach villages in Italy and abroad. Directly comparable on village-style family all-inclusive product and Mediterranean geography.
• Iberostar Hotels & Resorts: International all-inclusive resort chain with Mediterranean presence and family/premium tiers. Comparable on all-inclusive pricing architecture, family programming and premium sub-brand strategy.
• Eden Viaggi (Orovacanze): Italian tour operator with owned/affiliated resort villages (club vacanze). Competes directly with Bluserena in the Italian family all-inclusive segment.
• Club Med: Global all-inclusive resort operator with a strong family / premium village concept (e.g., Exclusive Collection). Directly comparable to Bluserena on all-inclusive family beach holiday model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/bluserena
• Facebookfacebook.com/bluserena
• LinkedInlinkedin.com/company/bluserena-spa
• Instagraminstagram.com/bluserena
• TikToktiktok.com/@bluserena
• Xx.com/bluserena

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

Investments

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

Frequently asked questions about Bluserena