There are now more than 400 branded residences across the globe. While most are hotel branded, with groups such as Four Seasons, Aman, Ritz-Carlton, Mandarin Oriental, One&Only Resorts and Six Senses among the most active in the segment, others have aligned with luxury brands as diverse as Versace, Porsche and Armani.

Types of branded residences

• Hotel-led developments with integrated residences
• Luxury resorts with accompany residences used as luxury villa rentals
• Residential developments adjacent to a hotel
• Residential developments with hotel management
• Stand-alone residential developments with hotel or brand tie-in

What are the buyer benefits of branded residences?

• Trust in development quality and delivery
• High quality services as amenities available, such as housekeeping and concierge
• Building maintenance and management that maintains value
• Lock and leave option, with property maintained and serviced in owners absence
• Rental pool and investment yield potential to offset maintenance costs

Services and experiences

Increasingly operators are looking at the experiences on offer, as well as the services, as a way of tempting buyers. No longer is concierge, a pool and spa enough. W Hotels have led the way in this arena, offering celebrity-chef restaurants, bars and nightclubs, attracting visitors and locals alike, while Six Senses focuses on health and wellness. Among the most prestigious developments being launched are those by Four Seasons and Aman.

Typical services available in branded residences

• Use of hotel amenities
• Round-the-clock security built-in
• Elevated status on hotel loyalty schemes
• The full range of concierge services
• Spa and salon services
• Housekeeping
• In-residence dining and catering
• Personal shopping
• Childcare services
• Petcare

Price premiums of branded residences

The ultra-luxury condominium market is performing strongly, with the hotel brands attached to projects acting as a guarantee for high levels of service, quality and ongoing management and oversight, which adds a lot of value for buyers.

It is precisely these value-adds that contribute to the price premium seen in the market, generally in the region of 30-40% over comparable developments, but which also add to the strong resale values available.

Price premiums are certainly location driven between different global destinations and also within particular locations within cities. In many cases branded residence do not adhere to localised comparables and in many cases ‘re-set’ the market.

Our Guide: Are Branded Residences a Good Investment?

The majority of branded residences are urban concepts. In North America two-thirds of developments are located in cities, with New York and Miami favoured heavily, while in Asia there is even split between cities and resorts. While already accounting for some 30% of all developments, Asia is an area of real growth opportunity, with an increasing market and a healthy project pipeline.

The US is the largest market by far currently, while outside the US the UAE, Mexico, Indonesia and China have the largest development pipelines. The search for service, security and quality will continue to drive demand for branded residences. Brands alone will no longer command price premiums in saturated markets, with emerging markets being the growth areas and new brands entering the segment will continue to give hoteliers a run for their money.  

Branded residences by region

Americas

Asia

Caribbean

Europe

Indian Ocean

Middle East

Branded residences by brand

Alila

Aman Residences

Anantara

Banyan Tree

Boutique Brands

Bulgari

Four Seasons Private Residences

Kempinski

Mandarin Oriental

One&Only Private Homes

Ritz-Carlton Residences

Six Senses Residences

SLS

W Residences