“ THE BIGGEST CHALLENGE FOR THE COMPANY WILL BE TO DEVELOP A SIGNIFICANT INTERNATIONAL DEMAND AND EXTEND THE SEASON IN SOME OF ITS RESORTS , WHICH HAVE TRADITIONALLY FOCUSED SOLELY ON ATTRACTING DOMESTIC TOURISTS .”
– JAVIER ARUS hotels , which are owned by third parties . Our objective is to set management and lease contracts as the main growth driver of the company . This growth strategy will be reinforced by further acquisitions made by Azora which fit within Bluserena brand .
H : What are the growth expectations for Bluserena in the next three to five years ? Is it strictly leisure or could it expand into urban and business properties ? JA : The objective is to double the size of the company in the next five years with focus on the Italian leisure market ( sun and beach ; mountain resorts ).
H : Where does Bluserena need to improve its operations and what is the plan to address it ? What are the biggest challenges for Bluserena ? JA : Bluserena is a successful company with a very long track record and a highly professional team . The company understands the Italian resort market very well and it has been consistently profitable even in very difficult seasons across 2020 and 2021 . The biggest challenge for the company will be to develop a significant international demand and extend the season in some of its resorts , which have traditionally focused solely on attracting domestic tourists . In the past , Bluserena has not been present in the international distribution channels , focusing all its commercial efforts in the domestic market , but Azora will now be able to leverage its international expertise to the benefit of growing this brand .
H : What will be done to improve its distribution competitiveness versus more widely known properties and operators ? JA : In its segment ( 4 stars ), Bluserena competes mostly against other Italian operators and family run properties . As of today , the presence of international brands is very limited in this segment of the market . Bluserena enjoys a very loyal customer base with more than 50 % of the room nights generated by repeat / returning customers . As such , there are opportunities to increase the direct distribution of the company as well as to develop brand awareness in some regions in Italy and in other key countries in Europe .
44 hotelsmag . com March / April 2022