What Greenblu Hotels & Resort does

Greenblu Hotels & Resort (legal entity: GREENBLU S.r.l.) is a privately held Italian hospitality group founded in 2011 and headquartered in Noci (province of Bari), operating a portfolio of 13-14 four- and five-star hotels and resorts across five Italian regions: Puglia, Basilicata, Sicily, Trentino-Alto Adige, and Lazio (Rome). The portfolio comprises approximately 1,300 rooms and 3,300 beds, organized into two tiers — Collection (5-star premium properties including Aquatio, Biancodonda, Borgobianco, Mövenpick Bari, and Martius Private Suites) and Selection (4-star properties including Argonauti, Armon, Falconara, Marinagri, President, Ticho's, Torre Cintola, and Torre Guaceto). Properties span diverse experiential categories: cave hotels, beachfront resorts, mountain ski hotels, masseria (farm estate) resorts, and urban luxury suites, with a combined 40+ meeting rooms supporting MICE events of 50-400+ attendees.

The group's technology stack consists of a direct booking engine on greenblu.it (multi-language IT/EN/FR with best-rate guarantee and 14-day free cancellation), dedicated reservation channels for groups, travel agencies, and MICE, and integration with the Ermes Hotels third-party booking platform. Revenue is generated through room rentals, food & beverage outlets, MICE event services, and ancillary services including spa, beach, and entertainment. The company pursues a hybrid go-to-market combining direct-to-consumer bookings, B2B distribution via travel agencies and tour operators, and dedicated MICE sales targeting corporate event planners.

Customer segments span individual leisure travelers (couples, beach/ski/cultural tourists), business and corporate travelers, MICE clients, and family vacationers. Brand partnerships include the Mövenpick (Accor) license for Bari and the Martius Private Suites. The group has 501-1,000 employees, holds TripAdvisor Travelers' Choice 2025 recognition, and has achieved Blue Flag certification across all coastal properties. Corporate structure includes co-data-controller entities GETUR LEVANTE S.r.l. and DIERRESSETI SERVICE S.r.l., and no external private equity or venture capital ownership has been disclosed.

Name

Greenblu Hotels & Resort

Legal name

GREENBLU S.r.l.

Website

https://greenblu.it

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Greenblu Hotels & Resort is a privately held Italian hospitality group operating 13-14 four- and five-star hotels and resorts across Puglia, Basilicata, Sicily, Trentino, and Rome, serving leisure travelers, families, corporate clients, and MICE events.

Ownership category

akta.pro rank

Product category

Hotel & Resort Hospitality

NAICS

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

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

akta.pro secondary industries

Business & Corporate Full-Service Hotels (THAGAAAE), Beachfront & Island Luxury Resorts (THAGACAA), Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC), Hotel & Resort Restaurants (THAFACAH)

Keywords

• Hotel resort management
• Hospitality accommodations
• MICE event venues
• Spa wellness resorts
• Luxury hotel portfolio

Headquarters

HQ city

Noci

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel & Resort Room Revenue: Core revenue from renting hotel rooms and resort accommodations across 13-14 properties ranging from 19 to 283 rooms each, spanning 4 and 5-star categories. Accommodations include standard rooms, suites, family rooms, and premium suites with various amenities such as private spas, sea views, and rooftop pools.
2. Food & Beverage Services: Restaurants, bistros, and bars within properties generate additional revenue. Notable outlets include Ristorante Sfera and Ristorante Globo at Torre Cintola, Blu Restaurant (à la carte), Connubio Bistrot at Mövenpick Bari, La Dispensa di Aquatio restaurant, cocktail bars, and beach snack bars across multiple properties.
3. MICE & Event Services: Meeting rooms, conference facilities, and event spaces are rented for corporate events, weddings, galas, and incentive trips. Properties offer a combined total of approximately 40+ meeting rooms with capacities ranging from 50 to 400+ attendees. Catering, AV equipment, and event planning services are bundled with venue rentals.
4. Ancillary Services (Spa, Beach, Entertainment): Spa and wellness centers, private beaches, swimming pools, sports facilities, kids clubs, and entertainment programs at various properties. SPA centers range from approximately 500 sqm to 1,000 sqm, including cave spas, rooftop pools, and beach lidos.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Greenblu Hotels & Resort operates a portfolio of 13 four- and five-star hotels and resorts across Italy (Puglia, Basilicata, Sicily, Trentino-Alto Adige, Lazio/Rome), offering approximately 1,300 rooms and 3,300 beds under a two-tier Collection (5-star luxury) and Selection (4-star) brand classification. The company sells accommodations, food & beverage, SPA/wellness, private beach and entertainment services to leisure travelers and families, and provides MICE (meetings, incentives, conferences, events) venue and event-planning services to corporate clients across roughly 40+ meeting rooms.

Product overview

Greenblu Hotels & Resort operates 13 hotel and resort properties across Italy (Puglia, Basilicata, Sicilia, Trentino-Alto Adige, and Lazio/Rome), organized into two tiers: Collection (5-star luxury properties with SPA and premium services: Aquatio, Biancodonda, Borgobianco, Martius, Mövenpick) and Selection (4-5 star properties for family, leisure, and business travel: Argonauti, Armon, Falconara, Marinagri, President, Ticho's, Torre Cintola, Torre Guaceto). The portfolio includes approximately 1,300 rooms and 3,300 beds, with MICE services for corporate events, meetings, conferences, and incentives.

Differentiator

Problem solved

Functional benefit

Brands

• Collection: 5-star luxury hotel and resort properties including Aquatio, Biancodonda, Borgobianco, Mövenpick Bari, and Martius Private Suites offering spa, restaurants, and premium services
• Selection

Products and services

• Aquatio Cave Luxury Hotel & SPA A 5-star cave hotel nestled in the Sassi di Matera, featuring a grotto SPA, restaurant, and a multifunctional meeting room. Targeted at couples, leisure travelers, and small corporate events seeking an authentic cave-stay experience in Basilicata.
• Biancodonda Greenblu Hotel & SPA A 5-star seafront hotel in Gallipoli featuring Unica SPA (nearly 1,000 sqm), rooftop with pool, and panoramic views of the Ionian Sea. Designed for couples, leisure guests, and spa enthusiasts in Puglia.
• Borgobianco Resort & SPA A 5-star masseria (farm estate) resort in Polignano a Mare, surrounded by olive groves and vineyards, featuring a 1,000 sqm SPA center, outdoor and indoor pools, and 2 meeting rooms. Targeted at couples, families, and small corporate events.
• Martius Private Suites An exclusive urban retreat in central Rome near the Pantheon and Trevi Fountain, housed in an 18th-century noble palace with 19 rooms, suites with private SPA, cocktail bar, and original frescoes. Targets luxury leisure and business travelers visiting Rome.
• Mövenpick Hotel Bari A 4-star contemporary biophilic hotel in Bari's Murat district featuring 186 rooms, 12 meeting rooms, and the Connubio Bistrot restaurant. Serves both business travelers and city-break leisure guests.
• Argonauti Greenblu Resort A 4-star resort in Marina di Pisticci, Basilicata, built around a marina with hotel rooms, apartments, villas, a 6,000 sqm lagoon pool, private beach, and 5 meeting rooms for up to 300 persons. Geared to families and corporate groups.
• Armon Greenblu Hotel & Wellness A 4-star ski hotel in Folgarida, Trentino-Alto Adige, located 100 meters from the cable car, featuring 102 rooms, a SPA center, and a conference center, fully renovated in 2024. Serves winter sports travelers and families.
• Falconara Greenblu Resort A 4-star resort on Sicily's southern coast at Marina di Butera, featuring 65 rooms with sea views, located at the foot of a medieval castle, with 2 meeting rooms. Targets beach and cultural leisure guests.
• Marinagri Greenblu Resort A 5-star seaside resort in Policoro, Basilicata, spanning 300 hectares with islands and navigable canals, featuring 95 rooms and suites, private beach, panoramic pool, and 5 meeting rooms for up to 300 persons. Geared to families and corporate events.
• Hotel President (Lecce) A 4-star hotel in central Lecce featuring 150 rooms, 9 meeting rooms, restaurant, and historic presence since 1973. Serves business travelers and cultural tourists visiting the baroque city.
• Ticho's Greenblu Hotel A 4-star beachfront hotel in Castellaneta Marina, Puglia, with 90 rooms, a private beach 15 meters from the hotel, swimming pool, miniclub, and entertainment program. Designed for families with children.
• Torre Cintola Greenblu Sea Emotions A 4-star resort in Monopoli, Puglia, featuring 283 rooms with distinctive dome architecture, 2 lidos, 2 pools, SPA center, and 5 meeting rooms for up to 400 persons. Serves large families, weddings, and corporate events.
• Torre Guaceto Greenblu Resort A 4-star eco-resort in Carovigno, Puglia, located 400 meters from the sea and adjacent to the Torre Guaceto nature reserve, featuring 100 rooms, private beach, semi-Olympic pool, entertainment, and baby club. Targeted at eco-conscious families and nature lovers.
• MICE — Meetings, Incentives, Conferences & Events Event hosting service across the Greenblu portfolio offering meeting rooms, conference centers, team-building activities, gala dinners, weddings, and customized event planning with dedicated proposals. Targeted at corporate clients, event planners, and incentive-trip organizers.

Quantifiable outcome

• 4.5/5 average guest rating across Google, TripAdvisor, and Booking
• +2 more outcomes

Named customers4 records

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

Partnerships

Three partnerships are on record, tiered core.

• GETUR LEVANTE S.r.l.coreOthersCo-responsible entity for data processing alongside Greenblu S.r.l. and Dierresseti Service S.r.l. GETUR LEVANTE S.r.l. operates as a hotel management entity within the Greenblu group structure, sharing legal headquarters with Greenblu S.r.l. in Noci (BA). It is one of the operating entities through which the group manages its hotel portfolio.
• DIERRESSETI SERVICE S.r.l.coreOthersCo-responsible entity for data processing alongside Greenblu S.r.l. and Getur Levante S.r.l. DIERRESSETI SERVICE S.r.l. operates as a hotel management entity within the Greenblu group structure, with registered office in Matera (Basilicata). It is one of the operating entities through which the group manages its hotel portfolio.
• Mövenpick (Accor Group Brand)coreOthersMövenpick is a premium hospitality brand licensed through the Accor group. Greenblu operates the Mövenpick Hotel Bari, located in the Murat district of Bari. This branded property is part of Greenblu's Collection tier, offering 186 rooms and 12 meeting rooms. The Mövenpick brand association brings international standards of hospitality and brand recognition to the Greenblu portfolio.

Scale indicators4 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• VOIhotels: Italian hotel group operating resorts and villages across southern Italy, Sicily, and Sardinia. Closely comparable portfolio mix (sea, family, leisure) and similar tier structure (4-5 star).
• Baglioni Hotels: Italian luxury hotel collection operating distinctive properties in Rome, Venice, and other premier Italian destinations. Comparable for Collection-tier positioning and experiential luxury focus, though smaller portfolio.
• TH Resorts: Italian hotel chain with multiple resort properties across Italy, including ski and beach destinations. Comparable as a domestic multi-property Italian resort operator with family and leisure focus.
• Delphina Hotels & Resorts: Sardinian luxury resort group operating 4-5 star properties with spa, beach, and family offerings. Comparable in tier (4-5 star), experiential positioning, and Italian regional operator profile.
• Bluserena: Italian resort and club village operator running multiple 4-star properties primarily along Italian coasts. Directly comparable as a multi-property Italian resort group targeting family and leisure segments with all-inclusive or half-board packages.
• Starhotels: Italian hotel group operating a portfolio of upscale and luxury properties across Italy, with strong business and leisure positioning. Comparable as a domestic Italian multi-property operator with similar tier mix.
• Italian Hospitality Collection (IHC): Italian hotel group operating a curated portfolio of boutique and luxury properties across Italy, including former Boscolo assets. Directly comparable as a multi-property Italian collection operator with a focus on heritage and experiential stays.

Regional players

• Falkensteiner Hotels & Residences: Austrian-Italian family-run hotel group operating resort and city hotels primarily in Austria, Italy, and other Alpine destinations. Comparable for portfolio mix (mountain, beach, family) and similar tier (4-5 star), with overlapping Italian presence but different primary geography.

Broad incumbents

• NH Hotel Group: Major European hotel operator with significant presence across Italy in business and leisure segments. Comparable as a broad incumbent operating upscale and midscale properties across Italian cities and destinations.
• Accor (Italy operations): Global hospitality group with extensive Italian presence across multiple brands (Mövenpick, MGallery, Mercure, Sofitel, etc.). Comparable as a broad incumbent operating in the same Italian hospitality market and through the Mövenpick license held by Greenblu.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/greenbluhotels
• LinkedInit.linkedin.com/company/greenblu-hotels-&-resorts
• Instagraminstagram.com/greenblu_hotels_resorts
• Xx.com/novayardinia

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 Greenblu Hotels & Resort