Why Branded Residences Are the Future of Luxury Real Estate

The branded residences market has surged 176% since 2014, with about 687 projects already operating and 617 more planned by 2030 BRESI. Luxury Branded Residences+2BRESI. Luxury Branded Residences+2BRESI. Luxury Branded Residences+3CoStar+3Hospitality Net+3.

Growth is consistent: the sector has maintained a CAGR of approximately 11–16% across two decades BRESI. Luxury Branded Residences+1.

In 2024 alone, 240 new branded-residence projects were recordedThe Economic Times+15Achieve Real+15Hospitality Design+15.

By 2025, close to 100,000 units exist globally, with almost another 100,000 in the pipeline—an 86% increase projected by 2027The Times.

Branded residences command a consistent price premium—on average 30% higher than non-branded, and up to 102% in places like Dubai The Times

In markets like Dubai, branded projects enjoy premiums of 10–20% over already pricey non-branded alternatives. BRESI. Luxury Branded Residences.

In major global cities, service charges can be as high as £35 per sq ft per year—a cost buyers accept as part of the exclusivity package. Financial Times.

Long-term performance is strong: hotel-branded residences outperformed their broader markets by up to 10% over a five-year hold. Financial Times.

Buyers value brand trust, service consistency, and upscale lifestyle environments. Many affluent individuals own multiple branded homes globally. Gensler

It’s no longer just about owning property—it’s about access to a club-like exclusive experience. El Pais

Developers also benefit: branded residences offer diversified revenue streams, with more stable income due to sales and management contracts. CoStar

Global hotspots include Miami, Dubai, Europe, and increasingly Asia-Pacific—growth in this region reached 230% over the past decade, with Vietnam up 210%. Achieve Real.

Notable brand entries: Aston Martin sky villa (UAE), Fendi residences in Switzerland, SLS Madrid Infantas by Ennismore. JamesEdition.

Luxury expansions noted in Madrid, where ultraluxury resale prices reached €27,500/m², with branded developers like Four Seasons and Mandarin Oriental active. Cinco Días+1.

New branded developments continue emerging globally—from private islands to Mandarin Oriental in London’s Bankside. Financial Times.

Mexico ranks among the top global markets for branded residences outside the U.S., alongside the UAE and Indonesia. The Riviera Maya region particularly stands out. Yucatán Magazine+1.

In 2024, branded-residence projects increased 15% in Mexico, now one of North America's largest second-home markets. CoStar.

The Riviera Maya ranks 8th worldwide in branded residences (completed and pipeline); Los Cabos is 9th. BRESI.

Noteworthy Mexican projects:

• Armani Residences Masaryk (Polanco, Mexico City) offers 57 exclusive units with Armani/Casa interiors, a Residents Club, sky pool, wellness center, and panoramic city views. Armani Residences

• The St. Regis Residences, Costa Mujeres are setting price records and anchoring Marriott's growth in Latin America. BRESI.

• Ritz‑Carlton Residences Mexico City, atop the Chapultepec Uno tower on Paseo de la Reforma, include 64 private homes (floors 48–55) with VIP-style services, VIP lobbies, in-residence dining, heliport, and sweeping views of Chapultepec Park. Ritz Mexico City

• Thompson Hotel & Residences Mexico City, located on Reforma, blends bold design by Arquitectonica and interiors by Piero Lissoni—offering artful, service-driven living in the heart of the city. relatedgroup.com.

• The St. Regis Mexico City (Freedom Tower) includes mixed-use hotel and residences on Reforma and stands as the first St. Regis property in Latin America. en.wikipedia.org.