What Grupo NUBA does

Grupo NUBA is a Spanish-headquartered luxury travel conglomerate operating primarily through NUBA EXPEDICIONES S.L., founded in Madrid in 1994. The group designs bespoke, high-end leisure and corporate travel itineraries across more than 80 destinations globally, supported by a network of eight boutique retail stores across major Spanish cities (Madrid, Barcelona, Bilbao, Málaga, Valencia) and regional market entities in Mexico, the United States, and Paraguay. Its product portfolio spans tailor-made leisure trips, corporate incentive travel and events, destination management company (DMC) services for Spain and Portugal, and curated sub-brands including Shapes by NUBA, NUBA Wellness, Honeymoon Travel, and extraordinary-experience offerings with partners such as Virgin Galactic, White Desert, Space Perspective, and Ocean Sky.

The company monetizes primarily through commissions and markups on customized travel bookings, supported by a non-refundable itinerary design fee that is credited against confirmed trips, plus gift cards and a gift-list gifting service. Corporate clients are served through dedicated B2B sales teams across 80+ destinations, while retail boutiques and digital channels serve affluent individuals, couples, and families. Its proprietary technology platform includes NUBAIA, a government-subsidized AI-based customer management and personalization system developed under Spain's tourism digitization program. The conglomerate encompasses seven wholly-owned Spanish operating subsidiaries plus regional entities, operates under the NUBA trademark, and holds an ENS (Esquema Nacional de Seguridad) information-security certification.

Name

Grupo NUBA

Legal name

NUBA EXPEDICIONES S.L.

Website

https://nuba.com

Company type

Private

Founded year

1994

Operating status

Operating

Short description

Grupo NUBA is a Spain-based luxury travel conglomerate founded in 1994 that designs bespoke high-end leisure and corporate itineraries across 80+ destinations, serving affluent individuals, couples, families, and corporate clients via eight Spanish boutiques and offices in Mexico, the US, and Paraguay.

Ownership category

akta.pro rank

Product category

Luxury Travel Services

NAICS

Travel Agencies (561510), Tour Operators (56152), Travel Agencies (56151)

akta.pro primary industry

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

akta.pro secondary industries

Luxury Multi-Day Tour Operators (THAKADAE), VIP/Executive Travel Desk & Concierge (Corporate) (THAKACAI), Luxury & High-End Incentives (Private Jets, Yachts, Ultra-Luxury Stays) (THAHADAK), Luxury & VIP Destination Services (Concierge/Chauffeur) (THAKAEAG)

Keywords

• Luxury travel agency
• Bespoke travel planning
• Corporate incentive travel
• Destination management services
• Private experiential travel

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Custom Luxury Travel Planning: NUBA designs and sells customized luxury travel packages globally. The company charges a management fee for itinerary and budget preparation (non-refundable), which is credited toward the final booking. Revenue comes from commissions and markups on travel services including flights, accommodations, experiences, and ground services.
2. Gift Cards: NUBA sells prepaid gift cards in denominations of 1000€, 2500€, 5000€, or custom amounts (minimum 500€). Cards are valid for 2 years and can be redeemed for any NUBA travel service.
3. Corporate Solutions (B2B): NUBA provides incentive travel, corporate events, and destination management services to businesses, offering experiences across 80+ destinations with customized corporate proposals.
4. DMC Incoming Services: As a Destination Management Company for Spain, NUBA designs custom journeys and unique experiences for international agencies and travelers visiting Spain and Portugal, providing exclusive experiences for individual travelers and corporate groups.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Grupo NUBA designs, plans, and sells tailor-made luxury travel itineraries for affluent leisure travelers and corporate clients across 80+ destinations worldwide. Its services include custom trip design, corporate incentive travel and event management, and incoming Destination Management Company (DMC) services for Spain and Portugal, delivered through expert travel designers in physical boutique stores, phone support, and digital channels. Revenue is generated through professional service fees, commissions, and markups on flights, accommodations, exclusive experiences, and ground services.

Product overview

NUBA is a luxury travel agency offering a comprehensive portfolio of tailor-made travel experiences. The core offering centers on bespoke luxury travel design services across over 80 destinations globally. The product portfolio includes: (1) Core travel design services - tailor-made luxury trips, corporate solutions with incentive travel and events, and DMC services for Spain/Portugal; (2) Specialized sub-brands - Shapes by NUBA for curated extraordinary experiences, NUBA Wellness for health-focused travel, and honeymoon packages; (3) Ancillary services - NUBA Gift Cards and Gift Lists for gifting occasions. The company operates boutiques across Spain (Madrid, Barcelona, Bilbao, Málaga, Valencia) and serves international markets through subsidiaries in Mexico, USA, and Paraguay.

Differentiator

Problem solved

Functional benefit

Brands

• Shapes by NUBA: Exclusive experiences combining art, gastronomy and luxury travel experiences.
• NUBA Wellness
• DMC Insider
• Club NUBA

Products and services

• Tailor-Made Luxury Travel NUBA's core offering providing bespoke, fully customized luxury travel experiences designed to individual specifications across more than 80 destinations worldwide, delivered by expert travel designers in boutique stores and via digital/phone channels.
• Corporate Solutions (Incentives & Events) Corporate incentive travel and event management services for businesses, offering unique proposals and corporate-focused personalization across 80+ destinations to reward employees, motivate teams, and host corporate events.
• DMC Insider (Spain & Portugal Incoming) Destination Management Company services in Spain and Portugal for international travel agencies and tour operators, providing exclusive local experiences for individual travelers and corporate groups visiting Iberia.
• Tourism Consulting Tourism innovation consulting services for attracting high-impact travelers through innovative tourism models, offered as part of NUBA's corporate solutions portfolio.
• Shapes by NUBA Sub-brand offering curated extraordinary cultural experiences, including art tours, gastronomy experiences, and original music collaborations such as Thyssen Museum tours with Bang & Olufsen.
• NUBA Wellness Wellness travel program positioning travel as a catalyst for health, vitality, and longevity, combining scientific preventive approaches with personalized luxury travel experiences.
• Honeymoon Travel Tailor-made honeymoon trips for newlyweds featuring exclusive destinations and romantic experiences, delivered as part of NUBA's leisure luxury travel portfolio.
• NUBA Gift Card Prepaid monetary gift cards available in denominations of €1000, €2500, €5000, or custom amounts (minimum €500), valid for 2 years and redeemable for any NUBA travel service.
• NUBA Gift List Personalized travel gift list service allowing celebration organizers (e.g., weddings) to include exclusive trips and experiences for guests to contribute toward as gifts.
• Extraordinary Experiences Curated portfolio of premium partner experiences including Ocean Sky luxury aviation, White Desert Antarctica luxury camping, Virgin Galactic space travel, and Space Perspective stratospheric balloon flights.
• Ski Coaching by NUBA Ski coaching and luxury ski travel experiences offered to affluent travelers as part of NUBA's luxury travel experiences portfolio.

Quantifiable outcome

• Over 101 million euros revenue in 2022, marking record-breaking performance
• +1 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered flagship and core.

• Bang & OlufsenflagshipStrategic or Co-development Partner · 1 January 2023Partnership for original music creation in Shapes by NUBA experiences, specifically for the Thyssen Museum art exploration program, combining audio excellence with cultural experiences.
• BelmondcoreOthersLuxury hotel partner featured in NUBA's portfolio of preferred properties for client bookings across global destinations.
• Four Seasons HotelscoreOthersPreferred luxury hotel partner providing exclusive access and preferred rates for NUBA clients.
• Preferred Hotels & ResortscoreOthersIndependent luxury hotel collection partner offering NUBA clients access to distinctive properties worldwide.
• Leading Hotels of the WorldcoreOthersMember since 2010, providing NUBA with access to a global collection of independent luxury hotels.
• SerandipianscoreOthersExclusive travel designer network membership enabling NUBA to offer unique experiences and privileged access to destinations.
• Virgin GalacticflagshipStrategic or Co-development PartnerExclusive partnership offering clients access to space tourism experiences through Virgin Galactic's spaceflight program.
• White DesertflagshipStrategic or Co-development PartnerExclusive partnership for the only luxury camp in Antarctica, offering unique polar expedition experiences.
• Space PerspectiveflagshipStrategic or Co-development PartnerPartnership for stratospheric balloon experiences, offering luxury space tourism alternatives.
• Ocean SkyflagshipStrategic or Co-development PartnerExclusive partnership for luxury sailing and maritime experiences.
• Secretaría de Estado de Turismo / Ministerio de Industria y TurismocoreOthersGovernment entity providing subsidy funding for the NUBAIA project, an AI-based customer management and personalization system developed under the tourism digitalization program.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Kensington Tours: Kensington Tours is a luxury tour operator offering private, customized itineraries across 90+ countries with a strong Americas presence. Comparable to NUBA on luxury tailor-made trips, destination breadth, and DMC-style custom experiences.
• Black Tomato: Black Tomato is a luxury travel designer focused on bespoke, experience-led itineraries for affluent travelers worldwide. Closely comparable to NUBA's tailor-made luxury positioning, with similar emphasis on extraordinary experiences and personalized design.
• Quintessentially Travel: Quintessentially is a luxury lifestyle and concierge group with a dedicated travel division serving ultra-high-net-worth members worldwide. Comparable to NUBA on VIP concierge travel, exclusive access, and affluent clientele.
• Abercrombie & Kent: Abercrombie & Kent is a luxury tailor-made travel operator offering bespoke itineraries, private journeys, and DMC services globally, with strong European and Latin American presence. Directly comparable to NUBA on custom luxury itineraries, DMC operations, and affluent individual clientele.
• TCS World Travel: TCS World Travel is a luxury expedition travel company offering private jet tours and exclusive global itineraries. Comparable to NUBA's extraordinary-experiences portfolio (e.g., White Desert Antarctica, Virgin Galactic) and ultra-luxury positioning.
• Scott Dunn: Scott Dunn is a UK-based luxury tour operator specializing in bespoke worldwide vacations, family travel, and honeymoons, with curated experiences and concierge service. Comparable to NUBA on luxury tailor-made trips, family/honeymoon segments, and high-touch service model.
• Cazenove+Loyd: Cazenove+Loyd is a bespoke luxury travel company designing high-end itineraries for private clients and family offices globally. Directly comparable to NUBA on white-glove custom travel design, premium supplier relationships, and HNW segment focus.

Regional players

• Viajes El Corte Inglés: Viajes El Corte Inglés is the large in-house travel agency of El Corte Inglés in Spain, offering corporate and leisure travel services domestically. A Spanish-market comparable to NUBA on travel agency scale and corporate accounts, though positioned more broadly than NUBA's luxury niche.

Broad incumbents

• BCD Travel: BCD Travel is a global corporate travel management company serving multinational clients with end-to-end TMC services. Comparable to NUBA's corporate incentive and managed-travel offering, but operating at corporate scale rather than luxury-leisure focus.
• Travel Leaders Group (Internova): Travel Leaders Group / Internova is a large North American travel management company offering both leisure and corporate travel services. Comparable to NUBA on leisure luxury and corporate travel expertise, but at much broader scale and with a less boutique positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ViajesNUBA
• Facebookfacebook.com/NUBA
• LinkedInlinkedin.com/company/nuba-viajes-lujo
• Instagraminstagram.com/viajesnuba

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries10 records

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 Grupo NUBA