Branded Residences: Luxury Real Estate With Future

Luxury has many facets—travel, fashion, automobiles, watches. But in recent years, a new category has been conquering the world of high-net-worth individuals (HNWIs): branded residences. They combine exclusive real estate with the standards and appeal of international brands. For buyers, this creates a home that is much more than just a place to live – it is a holistic lifestyle experience.

Market Size And Growth

The branded residences market has developed tremendous momentum over the past decade. In 2024, there will be over 730 projects worldwide, representing growth of more than 150 percent since 2010. By 2030, the number is expected to exceed 1,000 projects. In 2023 and 2024 alone, more than 240 new projects were added – a record pace. This growth is primarily driven by demand from HNWIs and ultra-HNWIs who are looking for properties with the highest quality of service, security, and brand value.

Economic Efficiency

Branded residences command significant price premiums. On average, they are around 30 percent higher than comparable, non-branded properties. In emerging markets such as Thailand or Vietnam, the maximum can even reach up to 50 percent. Resorts command a premium of around 30 percent, while global metropolises range between 20 and 25 percent. For developers, this means not only higher margins, but also faster pre-sales and greater liquidity. Brands also benefit from licensing fees of around two to five percent of the sales price, as well as long-term loyalty from affluent target groups.

Market Structure And Brand Diversity

The market is strongly influenced by hotel brands. Around 85 percent of current projects come from brands such as Ritz-Carlton, St. Regis, Four Seasons, and Accor. Around 15 percent come from non-hotel brands in the fashion, automotive, design, and lifestyle sectors—a segment that is currently experiencing the strongest growth. Examples include Bulgari, Armani, Porsche Design, and Missoni. Buyers and prospective buyers are increasingly looking for identity-defining living spaces that go beyond architecture and bring the respective brand worlds to life.

Global Hotspots And New Markets

Dubai is currently the world’s largest location with over 140 projects. The US, with cities such as Miami, New York, and Los Angeles, and Europe, with London, the Côte d’Azur, and the Alpine regions, remain established markets. New growth drivers are emerging in Asia-Pacific, for example in Bangkok, Phuket, and Bali, and in the Middle East, for example in Saudi Arabia and Vietnam. Secondary cities such as Lisbon and Cape Town are also increasingly using branded residences as a driver for positioning themselves in the luxury segment.

Luxury, Lifestyle, And Future Prospects

The success of branded residences is based on the desire for lifestyle experiences that can be enjoyed over the long term. Buyers don’t just want to live somewhere, they want to be part of an exclusive brand world—with concierge services, spas, private dining, and cultural programs. The future lies in greater integration of ESG and sustainability, for example through green architecture, wellbeing programs, and a focus on wellness. Technology and smart living concepts are also gaining in importance, from digital concierge services to fully networked apartments. In addition, the presentation of the property as part of a global luxury brand is becoming increasingly important.

KLEBER GROUP Insights

The Kleber Group has extensive experience in strategic communications in the luxury and hospitality segment. In the area of branded residences, the teams develop tailor-made measures that position brands credibly and effectively reach their target groups. Through targeted PR, international media relations, influencer collaborations, and creative event formats, the Kleber Group creates holistic communication solutions that underline brand success and branded residences projects in the long term.

Conclusion

Branded residences are not a short-term trend, but rather the next stage in the luxury real estate market. They offer investors, developers, and brands a unique opportunity to combine brand identity, lifestyle, and value enhancement.

Sources

Savills Research – Branded Residences Spotlight 2024: https://www.savills.com/impacts/research/branded-residences-spotlight-2024.html

Knight Frank – The Wealth Report 2024 – Branded Residences Insight: https://www.knightfrank.com/research/article/2024-03-18-the-wealth-report-branded-residences

The Luxury Property Forum – The Rise of Branded Residences in Asia: https://www.theluxurypropertyforum.com/lpf-insider/the-rise-of-branded-residences-in-asia-nina-vithlani-sectorlight

Statista – Number of branded residence schemes worldwide 2010–2024: https://www.statista.com/statistics/1290345/branded-residences-worldwide/

Arabian Business – Dubai leads global branded residences market: https://www.arabianbusiness.com/industries/real-estate/dubai-leads-global-branded-residences-market

The One Atelier – Branded Residences Design Trends 2025: https://www.theoneatelier.com/press-room/branded-living-branded-residences-design-trends-for-2025-blending-heritage-design-and-lifestyle