BBJ: How do you see the position of Zalakaros and Hotel Karos Spa in the domestic wellness market?

Péter Galambos: Zalakaros is continuously strengthening its position, as shown by the fact that, based on guest nights, it is now the third most popular rural spa town in Hungary. At the same time, it has preserved its small-town atmosphere, green spaces, and its quiet and calm. The development of Hotel Karos Spa is also reflected in online reviews. Our average rating is 4.5 on Google and 8.6 on Booking.com, with a significant number of reviews. Guests today are no longer simply looking for accommodation, but for a complex experience: active recreation, family programs and genuine relaxation. We have responded by becoming a bicycle-friendly hotel, while Zalakaros, as a four-season destination, builds on thermal water, family attractions and event tourism.

BBJ: How have booking habits and on-site spending patterns changed?

PG: We are seeing two seemingly contradictory trends. Conscious, early bookings are increasing, while last-minute bookings are also reaching record levels. This requires great flexibility in operations. In on-site spending, health-preservation services are playing an increasingly important role. Guests are looking for massages, medical treatments and individual physiotherapy, not only a comfortable bed and good meals. The thermal water of Zalakaros is important here, as it may support the treatment of musculoskeletal problems and post-surgery rehabilitation. In some of our rooms, thermal water flows directly into the bathtubs. Among families, a new need has also emerged: they want to vacation together, but sometimes prefer separate programs. Our animation team and qualified kindergarten teachers make this possible, allowing parents to switch off truly.

BBJ: What is the biggest operational challenge for the hotel?

PG: The biggest challenge is rising costs. While the economy talks about inflation targets of 2-3%, in the hotel industry, we are seeing cost increases closer to 9-10%. This stems not only from higher procurement costs but also from our ongoing efforts to improve service quality. Competition is extremely strong, so that price increases can be made only moderately. For us, the answer is improving efficiency, technological development and maintaining a high level of service. In the long term, the guest experience is our strongest competitive advantage.

BBJ: How do you decide whether an investment or service development creates real value?

PG: Our most important compass is guest feedback. We continuously monitor reviews and make development decisions based on them. An investment is good if it improves the guest experience and is also sustainable from a business perspective. We also keep sustainable energy use in mind. Our 499 kW solar park covers more than 30% of the hotel’s electricity supply, while we use heat from our thermal source to heat our indoor and outdoor pools. One of our greatest values is the nearly 4,000 sqm wellness area, reserved exclusively for hotel guests. For most of the year, this ensures enough space for rest, relaxation and recharging.

BBJ: How would you like to develop the Hotel Karos Spa brand in the coming years?

PG: For the past 18 months, we have been consciously thinking in terms of the region. A hotel becomes an attractive destination not on its own, but together with its environment. With the Szeretünk Zala (We Love Zala) team, we present the county’s natural, cultural and gastronomic values. Our guests can discover local flavors, local performers and many program options, from cycling tours and cultural experiences to nature walks. Our goal is for Hotel Karos Spa to be not only a wellness hotel, but one of the key experience centers of Zalakaros and Zala, a place guests return to again and again.

More information: www.karos-spa.hu

This article was first published in the Budapest Business Journal print issue of July 3, 2026.