There is something wonderfully timeless about a family holiday in Italy. Long, sun-drenched days by the Mediterranean, children racing towards the swimming pool, the smell of freshly prepared Italian food drifting across a terrace and evenings filled with laughter, entertainment and the simple pleasure of spending time together. It is a holiday formula that generations have enjoyed, but one Italian hospitality group has made it something of a speciality.
Bluserena Hotels & Resorts, named Italy’s Leading Family Resort Brand 2026 at the World Travel Awards European Gala Ceremony, has built its reputation around understanding precisely what families want from their time away. Celebrating its 40th anniversary in 2026, the company has spent four decades developing a collection of hotels and resorts that combine beautiful Italian destinations with an extensive range of facilities, activities and services designed to make holidays enjoyable for every generation.
What makes Bluserena particularly interesting is that it isn’t simply selling accommodation. It is offering an entire holiday experience, one where parents can enjoy some well-earned relaxation while children discover new friendships, explore their surroundings and make memories that will stay with them long after the suitcases have been unpacked.
With a portfolio spanning some of Italy’s most attractive coastal destinations, Bluserena offers families plenty of choice. Its collection includes resorts in Sardinia, Puglia, Sicily, Calabria and Abruzzo, together with a mountain property in Piedmont for those who prefer a winter escape. From beautiful sandy beaches and crystal-clear waters to pine forests and spectacular mountain scenery, the settings are as varied as the experiences on offer.
Among the highlights is Is Serenas Badesi Resort in Sardinia, positioned beside a beautiful stretch of white sand close to the Gallura region. In Puglia, the Ethra Reserve is an impressive collection of properties nestled within the Stornara Nature Reserve, where pine forests meet the Adriatic coastline. Further south, Serenè Resort in Calabria offers a wonderful combination of sandy beaches, greenery and family-friendly facilities, while Serenusa Resort in Sicily provides a spectacular coastal setting close to the historic Valley of the Temples.
The beauty of this collection is that families can choose a destination to suit their own holiday ambitions, whether that means spending most of the day beside the sea, discovering local culture and historic towns, or enjoying a resort where there is always something happening.
Of course, the real test of any family resort is how well it caters for its youngest guests, and this is where Bluserena has worked particularly hard to distinguish itself. Its children’s programme is designed around different age groups, recognising that a three-year-old has very different interests and requirements from a teenager.
The Serenino Club welcomes younger children aged three to five, while SereninoPiù caters for those aged six to nine. Older children can enjoy SerenUp, designed for ages ten to thirteen, with SerenHappy offering activities for teenagers aged fourteen to seventeen. From games and creative activities to sports, competitions and social events, the programmes give children the freedom to enjoy their holidays in an environment designed around their needs.
For parents, the opportunity to enjoy some time to themselves while knowing their children are participating in supervised activities is an important part of the appeal. It is a thoughtful approach to family hospitality that acknowledges that a successful family holiday should provide something for everyone, rather than expecting parents to organise every moment of the day.
Bluserena has also made a significant commitment to younger children and babies. Its Baby Kitchen facilities provide dedicated spaces where parents can prepare meals for little ones, with equipment and food options designed to make travelling with infants considerably easier. Selected resorts also provide assistance and services to help parents manage feeding routines and other everyday requirements.
Indeed, the company’s family-friendly approach has received recognition from Italy’s national paediatric organisations, through the Child-Friendly Holiday quality mark. This reflects an emphasis on children’s wellbeing, age-appropriate activities, dedicated facilities and practical support for parents.
Beyond the children’s clubs, the resorts offer an impressive range of activities for families who enjoy being active. Swimming pools, tennis, football, beach volleyball, archery and fitness programmes are among the options available across the collection, while selected properties offer sailing, windsurfing, kayaking and paddleboarding. There are also specialist activities and sporting schools, giving younger guests the opportunity to try something new and perhaps discover a passion they never knew they had.
Evenings bring another dimension to the Bluserena experience. Entertainment teams organise shows, musical performances, cabaret, comedy and family activities, creating a lively atmosphere that encourages guests to come together. For children, the chance to perform, participate and make new friends often becomes one of the most memorable aspects of the holiday. For parents, it means the entertainment is taken care of, leaving more time to relax and enjoy the evening.
Food, naturally, plays a central role in the Italian holiday experience. Bluserena’s dining offering combines generous buffets, live show cooking and themed restaurants, with an emphasis on variety and choice. Its newer Soft Inclusive and All Inclusive arrangements provide different levels of convenience, allowing families to select the experience that best suits their holiday preferences. The Soft Inclusive option includes meals, drinks, sports and entertainment, while the All Inclusive arrangement adds further indulgences, including a wider selection of drinks and snacks throughout the day.
For families, this can make budgeting considerably easier, with much of the holiday experience taken care of before arrival. There are also provisions for guests with particular dietary requirements at selected resorts, including dedicated gluten-free dining arrangements.
Bluserena has not forgotten that parents deserve a little indulgence too. Wellness facilities, spa treatments, fitness areas and quieter spaces offer opportunities to escape the everyday routine. At properties such as Kalidria Hotel & Thalasso SPA in Puglia, guests can enjoy a more luxurious wellness experience, while the Ethra Reserve provides an appealing combination of beach relaxation, refined accommodation and extensive leisure facilities.
What is particularly appealing about the brand is its ability to cater for different generations travelling together. Grandparents, parents, teenagers and younger children can all find something to enjoy, whether that means an afternoon on the beach, a sporting challenge, a spa treatment or a family dinner overlooking the Mediterranean. It is an increasingly important consideration as multi-generational holidays become a popular way for families to spend quality time together.
The company’s 40th anniversary in 2026 is also an opportunity to reflect on how the Italian family holiday has evolved. Bluserena has continued to modernise its properties and develop its services, while retaining the welcoming hospitality that has been central to its identity since its beginnings. Its recent international recognition, including the World Travel Awards accolade, demonstrates the strength of that approach.
For families choosing a holiday, the decision is rarely just about the destination or the quality of the accommodation. It is about finding somewhere that makes travelling with children easier, provides enough variety to keep everyone entertained and creates the conditions for genuinely memorable experiences.
Bluserena Hotels & Resorts appears to understand that balance particularly well. Its combination of attractive Italian locations, extensive children’s programmes, sporting activities, entertainment, varied dining and thoughtful family facilities gives it a distinctive position in the European leisure market.
Ultimately, the best family holidays are those where everyone returns home feeling that they have had their own special experience. Children remember the friendships and adventures, parents remember the moments of relaxation, and everyone remembers the time spent together.
That is the enduring appeal of Bluserena: an invitation to discover Italy through the eyes of the whole family, with a little sunshine, plenty of Italian hospitality and memories waiting to be made.
For more details visit https://www.bluserena.it/en/
