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A few years ago the epitomes of touristic developments were the baths, adventure baths, and wellness facilities; this was especially the case in rural investments. By now, investor's interest has shifted to other, attraction-enhancing functions. With the shortening of high season holidays arises the claim for more complex functions of touristic services; leading the preference-list is the need for a stress-free environment providing various opportunities for leisure, sports, and recreation, possibly in one location.
The successful development of multiple functions and diverse services at a relatively closed area adds to the possibilities of keeping the visitors on site within the few days of their holidays, enabling them to generate all their spending in one place, Zoltán Kali, the manager of property, leisure, and touristical developments of KPMG reveals the trend of touristic touristic developments. This tendency gave birth to resort type developments, holiday villages incorporating a world apart, where almost every demand of the visitors are met. The only example of the family-friendly version of mini resort developments in Hungary is the Kolping Hotel Spa & Family Resort at Alsópáhok. Resorts built in larger holiday regions get by with a relatively less compact range of services and functions, although segmentation and differentiation from the rest of the market is also necessary in these cases.
Among leisure type developments, golf is getting even more to the forefront; the expected success of these investments is guaranteed by their central concept: the game itself. This expectation wouldn't seem unreal, taking into consideration the number of Hungarian golf-courses - there is currently 7 international fields in the country -, the situation, however, is not so simple. Although golf-tourism is an emerging product, investors could just as well concentrate on equine, health or wine tourism instead. One major difference between these and golf tourism is that the latter function can constitute signifi cant surplus value in the marketing of properties realized within such developments - said Kali. Having no traditions, property developments including golf-courses had not provided many spectacular successes; the fi eld has taken victim even some more experienced investors, although golf-course developments could come through both with and without residential functions in case the investors do not lose sight of the key factors. Currently there are only a few thousand potential visitors to count on in Hungary, although the strong British, Irish and German demand cannot be overlooked either. The market recently witnessed the appearance of Scandinavian and Russian buyers as well.
Segmentation, successful differentiation from competition cannot be bypassed even in the case of integrated golf-course development, especially regarding primary characteristics. Another 3-5 golf-courses in the area, with suffi cient service facilities and programmes also add to the effi ciency of the investment. A good example of this is the Westernmost end of Lake Balaton, an area with a high density of golf resort developments, with a variety of planned, launched or already functioning investments in Balatongyörök, Sávoly, Balatonudvari, Bükk and Zalacsány. These investments, when fully realized, will provide a centre for golf tourists that will keep them in the region for at least a week, providing a wide range of courses with diverse difficulties.
Instead of a large number of courses, Budapest and its surroundings offer a few high quality hotels for the visitors. The costs of a golf-course combined with a set of homes is calculated in such a way, as to cover the 3-5 million euro investment through the realization of the apartments and villas on it. In the marketing of these developments, great emphasis is laid on the exclusivity of lifestyle; this is also the case at the developing Budapest Gate, where possession of an apartment or residency on the site could function as a symbol of status. It is no surprise then that 90 percent of these developments within range of the capital - similarly to the majority of planned and functioning European centres - were designed to include living functions as well, in order to utilize this additional value. There is a great potential in golf-course development - states Kali, according to whom approximately 35-40 new investments are to be expected in the next 10 to 12 years in Hungary; and even with such haste the country will not overtake the Czech Republic, where almost 70 courses are at the golfers disposal by now.
