Bluserena aims for foreign market, having ended 2025 on a high note and with ambitious goals for 2026.
“Foreign clients have gone from 2% in 2022 to 16% today”
“From 2023 to today our foreign client base has grown significantly,- confirms CEO Marcello Cicalò. We have gone from 2% in 2022 to 16% today.” In 2026 there are requests from 28 different nationalities, a figure that makes the goal of “reaching 30% foreign customers over the next few years” achievable. The percentage of repeat customers is also growing: ‘We record an annual average of 45% of customers who choose our facilities again, but the percentage is as high as 60% if we consider the data relating to bookings in recent months.
The aim is to stretch the season to 150 days
In addition to expansion into new international markets, the development strategy focuses on extending the opening period of the facilities. “From an initial average of 128 days, we have now reached 138 days, with the aim of stretching the season to 150 days. This is an achievable goal considering the new trend in demand, which also sees Italians moving towards the shoulders of August, with good performance also in July and September.”
Soft-Inclusive, All-Inclusive and Ultra-Inclusive
Bluserena kicks off 2026 with the rationalization of its offering, and the launch of three different holiday packages. “The new Inclusive Made in Italy model includes three new types of holiday - Soft-Inclusive, All-Inclusive and Ultra-Inclusive, to meet the needs expressed by customers to create the “perfect holiday. We will extend a “Trattoria” serving typical regional dishes to all our facilities, to boost the link with the local culture. The enhancement of sports facilities is also to the forefront, with renewed activities and top-level instructors. Just think, for example, of the great paddle tennis court designed by Gianluca Zambrotta. We are closely monitoring certain areas in Sardinia, Sicily, Tuscany and Emilia Romagna, and we are not ruling out mountain facilities. We will evaluate any opportunities offered by the market as they arise.”
1.2 million guests in 2025
In 2025 the group exceeded 1.2 million guests and recorded over 440,000 room nights. “From 2023 to today, we have recorded record year-on-year performance and this year, we are raising the bar again with an expected growth of 8-10% in turnover and profitability. The drivers will be an increase in low season volumes, an increase in foreign customers, a renewed relationship with travel agencies (which account for a good 30% of total turnover), a focus on staff (Bluserena has been certified as a “Great Place to Work”), and a constant improvement in the quality of the offering. This ialso involves product redevelopment, in which Bluserena has invested €70 million over three years.
