Abstract:

The aim of the article is to present the results of research conducted by the author among the clients of developers who have invested in the holiday real estate market in Poland. At the beginning of the article, a concise literature study was conducted on market segmentation, CRM systems and classification of holiday properties. In the further part of the article, empirical research was presented, which covered a total of 201 purchase and sale transactions of holiday properties, located in two different investments carried out in 2018-2020.

On the basis of the conducted research, author formulates conclusions regarding the segmentation of the developer's clients and provides guidelines for the formulation of future developer marketing strategies. The research was conducted among the clients of two developers belonging to one capital group. Therefore, their conclusions are not representative of the phenomena and processes taking place on the holiday real estate market in Poland.

Apart from the cognitive values, the research results may, however, constitute the basis for formulating the directions of the marketing strategy of the analyzed developers or other entities planning to implement investment projects in similar locations.