From Runways to Residences: The Evolution of Branded Residences, Opportunities and Challenges

Branded residences which are the residential properties that combine private ownership with hotel-quality services and amenities, typically associated with established hospitality or luxury retail brands are witnessing exceptional growth and redefining real estate development across global markets.

According to DTM Global Consulting Research, a decade ago, fewer than 350 branded residence developments existed worldwide. By the end of 2025, that number had exceeded 900, with more than 835 additional projects currently in the pipeline and expected to be delivered by 2032.

Deciding if a Branded Residence Adds Value

Branded residences certainly bring value to many projects. However, this does not necessarily mean that they will meet every developer’s expectations in terms of development quality, brand restrictions, sales performance, brand fees or return on investment. Nor does it mean that every branded residence project will generate the level of profit that developers may expect. 

Evolution of Branded Residences from Hotel to Retail Brands

For decades, luxury hotel operators have played a defining role in the growth of the branded residences sector. Their established reputations, global distribution networks, and emphasis on service excellence have made hotel brands the preferred partners for many developers seeking to differentiate residential projects and create long-term value.

In recent years, however, the market has broadened considerably. Branded residences are no longer limited to hospitality companies, with an increasing number of projects being developed in collaboration with leading luxury brands from other industries. 

Design firms such as YOO Inspired by Philippe Starck, YOO Studio and Pininfarina; automotive brands including Porsche, Bentley and Aston Martin; fashion houses such as Elie Saab, Fendi, Giorgio Armani and Versace; and lifestyle brands such as Nobu have all expanded into the sector. 

Embracing a Branded Residence in the US versus Other Countries

Every year, more brands from diverse industries are embracing branded residences as a natural extension of their core business, enhancing brand visibility, diversifying revenue streams and transforming their design philosophy into distinctive living experiences that strengthen relationships with their target clientele.

Even though the branded residence concept originated in the US, over the last 10 years the UAE, specifically Dubai, has led the market in terms of the number of projects. We have also seen the rise of branded residence developments across Asia, particularly in Vietnam and Thailand. Europe and Central & Latin America have likewise experienced notable growth, spanning both resort and urban developments, with more than 50 new branded projects added.

Who Are the Buyers and Which Destinations?

The primary purchasers of branded residences are affluent global investors, including Very High Net Worth Individuals (VHNWIs) and Ultra-High Net Worth Individuals (UHNWIs).

For these buyers, a branded residence is more than simply a home. It represents a statement of prestige, a long-term investment, and access to a lifestyle supported by premium services, exclusive amenities and internationally recognised brands.

Many purchasers also view branded residences as investment assets, placing their units into professionally managed rental pools operated by the hotel or management company to generate income while maintaining the benefits of ownership.

In terms of destinations, buyer preferences are mainly concentrated in leisure destinations and major global capitals. Dubai represents approximately 31% of completed residential projects, with around 85 additional projects in the pipeline, reinforcing its position as the leading destination. Dubai is followed by Miami and New York City, which account for approximately 16% and 15%, respectively.

Although Paris is Europe’s number-one tourist destination and one of the most visited cities globally, it currently has only one approved project. London, ranked fifth behind São Paulo in completed projects, remains a preferred European destination, particularly among Middle Eastern buyers.

Istanbul, which hosted approximately 19 million international tourists in 2025, represents around 6.4% of total completed projects. The city offers an attractive alternative for international buyers, particularly those seeking potential citizenship benefits, while also providing a unique combination of Western and Eastern cultures.

Similar to Miami, Fort Lauderdale has attracted investors due to its location, lifestyle offering, and potential tax advantages compared with New York City, positioning it as an increasingly attractive alternative to Miami.

Although there are currently only two completed projects each in Cairo and Mexico City, their pipelines indicate growing developer and investor interest in these markets. Bangkok and Phuket are also preferred destinations, particularly due to their strong leisure and tourism offerings.

Beyond the cities included in the above ranking, Los Cabos, Guanacaste and Punta Cana have emerged as an important luxury residential destination in CALA region. In Europe, Italy undoubtedly stands out for its rich history, pleasant climate, and exceptional lifestyle offering. Key leisure destinations such as Puglia, Lake Como, and Sardinia, are increasingly attracting luxury hospitality and stand-alone residential brands. Additionally, Spain’s coastal regions, particularly Marbella, have emerged as important branded residential destinations, offering both hotel-integrated and standalone residences. The country’s major cities and leading tourist destinations, Barcelona and Madrid, also offer a growing selection of luxury branded residences, including Mandarin Oriental Residences in Barcelona and Madrid.

Adriatic and Balkan markets, including Albania and Montenegro, are increasingly appearing on the branded residential development map as well with its pricing and accessibility from major European countries/

In Russia and the CIS region, branded residential activity remains more selective. However, projects have emerged in key capital cities, with Baku, Azerbaijan, standing out as an increasingly relevant market for luxury and branded residential development.

Develop Prospective: Opportunities and Challenges

From a developer’s perspective, the integration of branded residences into a hotel project has become an effective financial strategy that can significantly improve a project’s Internal Rate of Return (IRR). However, success is highly dependent on selecting the appropriate brand. 

In some markets, an upscale hotel brand may limit the achievable sales premium, preventing developers from reaching their expected returns. Consequently, thorough market analysis is essential to determine the actual value that a particular brand can bring.

While an internationally recognised brand undoubtedly enhances a project’s appeal, the developer’s own sales capabilities remain equally important. A strong local sales team with market knowledge and established relationships often plays a decisive role in the commercial success of the development. 

Most fashion brands organise project launches and exclusive events, including runway and project presentations, to introduce and promote the development. However, developers with high sales expectations from the brand may be disappointed, as these brands are generally not involved in a hands-on sales process. 

This mismatch in expectations has, in some cases, resulted in developers refusing or delaying the payment of brand fees when the anticipated sales performance has not been achieved.

Compared with completed projects, off-plan sales create immediate cash flow from the early stages of development, making branded residences an increasingly attractive model for developers seeking to optimise financing structures.

Although branded residences can command significant price premiums, developers must also carefully consider the legal, operational and development constraints associated with these projects.

Price Premium and Development Cost

Many international brands promote the ability to generate price premiums of up to 30%. In practice, however, the actual premium depends on several factors, including the strength of the brand, project location, market maturity and the overall economic environment.

At the same time, branded developments often involve substantial additional costs arising from brand standards, design requirements and licensing fees. In some cases, these increased development costs may offset much of the expected premium, reducing overall profitability.

For this reason, detailed market and financial analysis should be undertaken before selecting a brand. Developers should also work closely with brand representatives during the design and budgeting process to establish practical solutions that balance brand expectations with cost efficiency. Imported materials and bespoke specifications, together with their future maintenance requirements, do not always create sufficient additional value to justify their cost.

Service Levels and HOA Fees

In markets characterised by significant currency volatility, residence owners frequently raise concerns regarding annual Homeowners Association (HOA) fees. This has resulted in numerous disputes and, in some jurisdictions, legal proceedings or mediation processes.

To minimise HOA costs, many developers of mixed-use projects that include an upscale hotel prefer franchise structures.

At the same time, many non-hospitality luxury brands lack the operational expertise traditionally associated with luxury hotel operators. If residence owners do not receive the level of service they expect after completion, dissatisfaction can quickly develop between owners, operators and developers.

Hotels located in seasonal destinations often allocate portions of maintenance, landscaping, IT infrastructure and other shared operational expenses to residence owners. Hidden or poorly communicated charges within HOA budgets frequently become a source of conflict among owners.

Term of the Contract

Projects that incorporate a hotel component face an additional long-term consideration. If the management/franchise agreement expires or the hotel is rebranded following a commercial dispute or strategic decision, residence owners may lose the brand association that originally influenced their purchase decision. Such changes can have a direct impact on both owner satisfaction and property values.

Similarly, although many brands provide developers with an exclusivity period before approving another project in the same market, the launch of a second branded residence nearby may reduce the resale value of existing units by increasing supply and competition.

Development Process and Liabilities

Although developers are required to comply fully with brand standards throughout the design and construction process, brands generally assume no responsibility for construction defects or delivery issues.

Furthermore, developers are typically required to remain liable for construction-related deficiencies for a defined warranty period following handover, placing the majority of development risk on the project owner rather than the brand itself.

Many residence owners are filing lawsuits against both brands and developers, alleging construction defects and the failure to deliver the luxury product and quality standards represented during the sales process.

Risk of Changing Brand Reputation 

Brand reputation is another factor that should not be overlooked. Changes in geopolitical conditions, shifts in consumer perception or corporate decisions that negatively affect a brand’s image may also influence the value of the associated residences.

Since much of the property’s premium is linked to brand recognition and prestige, any deterioration in brand reputation has the potential to reduce both market demand and resale values.

Deciding on adding a Branded Residence to your Project

Branded residences continue to attract investors by combining quality, service and prestige within a unique residential product. Their rapid expansion demonstrates the growing demand for lifestyle-oriented real estate and the value that internationally recognised brands can bring to a development.

However, there is no universal formula for success. Every market has its own characteristics, buyer expectations and competitive dynamics. Selecting the appropriate brand therefore requires careful consideration supported by detailed market, financial and legal analysis to ensure that the expected premium outweighs the additional costs and long-term obligations associated with branded residential developments.