“People Are No Longer Just Buying a Holiday Home — They Are Looking for a Safe Haven”
Marbella has evolved over recent decades from a quiet Mediterranean town into one of Europe’s most desirable luxury destinations. Few people have witnessed — and helped shape — this transformation as closely as renowned real estate entrepreneur Kristina Szekely.
Redaktion Spanien Press
At a time when geopolitical tensions, economic uncertainty and social change are reshaping international property markets, Marbella continues to strengthen its position as a safe and attractive destination for wealthy international buyers.
Spanien Press spoke with Kristina Szekely about the changing dynamics of Marbella’s real estate market, the new profile of luxury buyers and why the Costa del Sol remains one of Europe’s most sought-after locations.
“The Marbella property market remains stable, although we are clearly seeing structural changes driven by international developments and evolving buyer expectations,” Szekely explains. According to her, periods of geopolitical instability often lead to a sharp increase in demand from international clients seeking security, stability and quality of life.
“People living close to crisis regions want to leave and enjoy a better lifestyle — and that is exactly what they find in Marbella,” she says. Yet for many buyers, the move is not necessarily about permanently leaving their home country behind. “Today, many clients are no longer looking for a classic holiday home. They want a safe haven — a place where they feel protected, comfortable and at peace.”
This shift is also reflected in the growing international diversity of Marbella’s buyers. While European clients continue to dominate the market, Szekely notes increasing interest from buyers in the United States and the United Arab Emirates and generally the Middle East.
One of Marbella’s strongest assets, she says, is its international infrastructure — particularly its education system.
“There are excellent international schools here where children can study in English, French, German or Scandinavian languages etc. For international families, that is incredibly important.”
For many wealthy buyers, relocating is not only about sunshine or investment opportunities. It is also about creating long-term opportunities for their children and ensuring access to top universities around the world.
As the market becomes increasingly international, multilingualism and cultural understanding have become essential within the industry itself. Szekely’s team includes professionals from several countries in order to serve a broad global clientele effectively.
“We have Scandinavian, French, Dutch, Finnish, Lithuanian and Spanish team members,” she says. Szekely herself speaks English, German, Hungarian, Spanish, Swedish, French and Italian. Personal attention is her top priority, which is why Kristina Szekely almost always conducts the initial consultation with her clients herself.
Born in Hungary and raised in Sweden, Kristina Szekely first arrived on the Costa del Sol at a young age after her family relocated following the death of her father. Her mother and sister quickly fell in love with Andalusia’s climate and lifestyle. At the time, she could hardly have imagined that Marbella would one day become both her home and the centre of her professional life.
“Luxury Today Means Lifestyle”
According to Szekely, the current market is characterised by a growing imbalance between demand and available supply — particularly in Marbella’s mid-range property segment.
“Demand remains very strong, but supply between roughly €400,000 and €800,000 is limited, especially in prime areas,” she explains. “As a result, many buyers are increasingly looking at surrounding districts.”
In the luxury segment, demand remains consistently high, although client expectations have evolved significantly in recent years.
“Luxury has always been linked to location,” she says. “But today, luxury is also about space, comfort and functionality.”
Large living areas, carefully designed layouts and premium-quality materials have become essential. Orientation also plays a major role, particularly for northern European buyers.
“Clients from colder countries are looking for sunlight. South- and southwest-facing properties are especially popular.”
At the same time, Szekely emphasizes that luxury has become deeply personal and individualised.
“For some clients, luxury means 1,000 square metres and total privacy. For others, it can be a perfectly designed apartment in the best location,” she explains. “Luxury is ultimately about lifestyle. Some people want a home cinema, others a tennis court, a spa, a large kitchen or outdoor living spaces.”
“The key is listening carefully and understanding what each client truly wants.”
Buyer preferences are also evolving architecturally. While minimalist contemporary villas dominated the market in recent years, a warmer and more personalised style is now emerging.
“Modern architecture remains highly desirable, but buyers increasingly want natural materials such as wood, marble and stone,” she says. “There is also growing demand for homes that combine contemporary design with traditional Andalusian character.”
The overall trend, according to Szekely, is moving toward homes that feel elegant, welcoming and timeless rather than purely minimalist.
Marbella As An International Investment Hub
Alongside residential real estate, Marbella’s commercial property sector is also attracting growing international attention.
“Returns of five to six percent are achievable in Marbella,” Szekely explains. “Compared to traditional banking investments, that is highly attractive for many investors.”
For this reason, KS Real Estate increasingly brokers hospitality and commercial assets alongside luxury residential properties.
Technology is also transforming the industry. Digital marketing, online property platforms and virtual presentations have become central to modern real estate.
“Today, buyers discover almost everything online,” she says. “Traditional office structures are no longer as important as they once were.”
Still, she believes personal relationships remain fundamental — particularly in high-end international transactions.
“Virtual tours are useful, but trust and personal guidance are still decisive factors when people make important investment decisions.”
And what does she consider the secret behind her decades-long success?
“I genuinely love what I do,” Szekely says. “I remain curious. Every client is different, every story is different, and every property search is unique.”
Availability, she adds, is another decisive factor.
“Clients often make decisions emotionally and spontaneously. In those moments, you simply have to be there.”
Contact
Kristina Szekely International Realty
Tel.: +34 952 814 040 | +34 609 552 323
Email: yolanda@kssir.com
