Marco Orlandi

Since September 2022, within the Bluvacanze Group, he has been tasked with developing the project of “updated omnichannel strategy” in order to build new relationships with the traveler-customer. This focus has been made possible thanks to the extensive network of 300 travel agencies, technological implementations, a new integrated communication approach, and products aligned with it. With one clear idea in mind, Orlandi emphasizes: “We should not chase followers; we must always know how much every click generates. And while the relationship is created through contact, we must assess it in relation to the profitability that each touchpoint produces.” Around this principle, the company—owned by MSC Cruises—is creating a new model of interaction between digital and physical retail. The Blu&cluB App and the Bluvacanze.it travel delivery content platform, enhanced with AI tools, are among the first implementations. This strategy has led to a new social media approach, the launch of advertising campaigns, a brand ambassador initiative through the Blupeople project, and the rollout of commercial promotions designed to increase both the number of travelers and the travel value of the Travel Retail division.