22/03/2025
The branded residences market is entering a new era—where luxury, sophistication, and innovation come together to create developments that are not just places to live, but symbols of an elevated lifestyle. The Branded Residences Report 2024/2025 by Savills is more than an in-depth analysis; it is an essential guide for investors, developers, and industry professionals. This is an opportunity to explore the latest trends, discover promising markets, and understand the challenges that lie ahead in the world of branded residences.
Achieve Realty VN is proud to accompany you on this journey into a market full of potential. With deep expertise and thorough market insight, we provide detailed information and in-depth analysis to help you seize opportunities and maximize returns from branded residences projects.
Global market overview
The branded residences market is experiencing strong growth, backed by impressive figures that highlight the segment’s rapid expansion. In 2024 alone, 240 new projects were recorded, reflecting a significant increase in both the scale and geographical reach of the market. This growth underscores the rising interest from investors and the shifting demand toward high-end real estate developments.
Over the past decade, the global branded residences market has grown by an outstanding 180%, a clear indication of its increasing appeal to international investors. Notably, 79% of the market is dominated by luxury hotel brands, highlighting the leading role of the hospitality sector in shaping and driving the development of branded residences, as well as influencing today’s premium lifestyle and consumer trends.
The expansion trend continued in 2024—not only in terms of project numbers but also in the growing geographical diversity. Emerging markets such as Vietnam, Phuket, and Da Nang/Hoi An are becoming top destinations for affluent buyers and investors seeking opportunities in the branded residences segment.
A golden opportunity for branded residences in Asia-Pacific
Asia-Pacific remains at the forefront of the branded residences boom, with a remarkable growth rate of 230% over the past decade. Among the standout markets, Vietnam has achieved an impressive 210% growth, reinforcing its rising importance in the luxury segment.
Leading dynamic markets in the region include Phuket (Thailand) and Da Nang/Hoi An (Vietnam). Vietnam is witnessing a strong shift from major urban centers to coastal areas, where branded residences are drawing significant attention from international investors. Notable projects such as Nobu in Da Nang and Mandarin Oriental in Phu Yen are not only delivering high-end products but also promising to offer world-class living experiences tailored to the demands of the global elite.
Matthew Powell, Director of Savills Hanoi, commented: “Vietnam’s branded residences market is undergoing a significant shift from major cities to coastal regions. This presents a major opportunity for investors and developers.”
A highly competitive market
According to Savills, the branded residences market is currently facing intense competition, with leading brands not only striving to protect their market share but also actively seeking to expand it. Top names in the luxury real estate sector are continuously developing innovative strategies to meet the growing demands of affluent clients.
Marriott International, a long-standing leader in the segment since 2002, continues to hold its top position—demonstrating both brand strength and the flexibility to adapt to evolving market trends. This reflects Marriott’s stability and ongoing commitment to delivering high-quality services to its clientele.
Meanwhile, The Ritz-Carlton has surpassed Four Seasons to take the lead, thanks to its impressive growth in standalone projects. This success is driven by an ambitious expansion strategy and continuous innovation in the development of luxury resorts—offering exclusive, world-class experiences.
Branded hotel groups are constantly evolving to deliver integrated services and luxurious living experiences aimed at high-net-worth individuals. These developments create living spaces that perfectly blend comfort, culture, and sophistication. This trend not only reflects the changing consumption habits of the affluent but also highlights the growing demand for branded residences around the world.
Emerging trends in branded residences: The rise of distinctive brands
The branded residences market is undergoing a transformation, where creativity and individuality are no longer just added value—they are becoming essential to attract the global elite. While renowned hotel brands like The Ritz-Carlton continue to dominate, a new wave of non-hotel brands is quickly reshaping the landscape. Notable names like Pininfarina are proving that branded residences are not just about living—they are bold statements of style, art, and culture.
Achieve Realty VN is proud to accompany you on the journey to explore the trends shaping the future of the luxury real estate market. Here, uniqueness and innovation are the keys to success—opening up opportunities not only for investors but also for those seeking an exceptional and personalized living space.
The rise of standalone branded projects
The latest report reveals that standalone branded residence projects are expected to grow from 8% to over 12% globally in the coming years. This clearly signals a shift from traditional models to more personalized, design-driven developments that reflect the distinct taste and lifestyle of their owners.
Why are standalone projects becoming a trend? More and more buyers today are seeking spaces that are not only luxurious but also deeply personal. Standalone branded residences give architects and designers the freedom to break away from traditional molds, creating one-of-a-kind masterpieces—from minimalist beachfront villas to penthouses that fuse classical elegance with modern flair. A prime example is The One&Only Private Homes in the Maldives, where each villa is uniquely designed to harmonize with the local nature and culture, offering an unparalleled living experience.
Non-hotel brands: A revolution reshaping the market
While legacy hotel brands like The Ritz-Carlton continue to dominate with their world-class services and long-standing reputations, non-hospitality brands are bringing fresh energy and creativity to the branded residences sector. One standout is Pininfarina, the legendary Italian automotive design house, now making waves in real estate by blending art, technology, and innovation. Their landmark project, the Hyperion Tower in Hyderabad, India, features flowing architecture inspired by the movement of nature—setting a new benchmark for luxury and design-forward living.
A multidimensional approach
Unlike traditional hotel brands, non-hotel brands offer more than just a place to live—they tell a story, often rooted in culture, creativity, and identity. From coastal resorts inspired by local heritage to upscale residences infused with contemporary art, these brands appeal to a broader audience: individuals in search of a lifestyle that is distinctive, meaningful, and far from ordinary.
New design trend: Where authenticity meets luxury
According to Matthew Powell, Director of Savills Hanoi:
"Today’s buyers aren’t just purchasing an apartment—they’re investing in a story, in legacy. The most successful brands are those that blend global luxury with local spirit, creating living spaces that are both elevated and emotionally resonant."
- Local identity makes the difference: Today’s most successful branded residence projects deeply integrate local culture into their design—through traditional materials and folk art elements. For instance, Amanoi in Vietnam uses native ironwood and natural stone combined with modern architecture to honor the untouched beauty of Vinh Hy Bay. This fusion not only creates a distinctive living environment but also adds emotional value for homeowners.
- Smart technology integration: Technology is becoming an essential element in branded residences. Solar energy management systems, AI-powered smart home features, and automated living solutions enhance convenience while ensuring sustainability and energy efficiency. These features respond to the growing demand from high-net-worth individuals for a modern, intelligent lifestyle.
- The future of luxury is personalization: The branded residences market is shifting from uniformity to personalization. In this new era, success belongs to brands that dare to be bold—blending luxury with authenticity. With Achieve Realty VN as your trusted partner, investors don’t just own an asset—they become part of an inspiring story in the world of branded real estate.
Stable growth potential and market challenges
The branded residences market is experiencing strong momentum, fueled by increasing demand from affluent buyers. This growth is supported by steady performance in key markets and effective localized development strategies. Leading resort destinations like Dubai, Miami, and Phuket continue to dominate, while emerging areas such as Hoi An and Los Cabos are expanding the market’s horizons. However, with this growth comes significant challenges, requiring developers and brands to stay innovative and competitive.
- Branded residences: A market poised for expansion: The segment is expanding rapidly, driven by rising demand among high-income buyers and strategic development in key global locations.
- Top luxury destinations: Seaside tourism hotspots remain major players, attracting premium buyers and investors with world-class resort projects:
+ Dubai – Known for iconic architecture and ultra-luxurious services.
+ Miami – A vibrant coastal city with stunning beaches and dynamic urban lifestyle.
+ Phuket – A tropical paradise offering luxurious resorts amid breathtaking natural scenery, appealing to global investors and travelers alike.
- Rising stars: Emerging markets: Beyond traditional locations, emerging destinations are catching the eye of investors:
+ Hoi An – A culturally rich heritage town in Vietnam, now rising as a compelling branded residence destination.
+ Los Cabos – A pristine region with striking beaches and upscale resorts, becoming increasingly attractive to high-+ end clientele.
- Rising expectations from sophisticated buyers: Today’s luxury homebuyers are looking for more than just elegant living spaces—they seek sustainable values and enriching lifestyle experiences. Key features include:
- Eco-friendly real estate – There’s growing preference for projects that use renewable energy, environmentally friendly materials, and green technologies to enhance quality of life and protect the environment.
- Wellbeing & lifestyle – Branded residences are increasingly offering comprehensive amenities, from wellness services and entertainment to holistic, luxurious living environments.
Challenges and opportunities for developers
To meet the rising expectations of today’s buyers, developers and brands must continuously innovate in a highly competitive market.
- Design and technology innovation
Branded residence projects today go beyond striking architecture—they integrate smart technologies to create modern, convenient, and future-ready living spaces. From home automation to energy efficiency systems, technology is now a core element of luxury living.
- Creating distinction
In an increasingly saturated market, successful branded residences must stand out. Leading brands are focusing on combining luxury with unique design and local cultural elements—crafting living environments that are not only visually stunning but also culturally meaningful and uniquely refined.
The branded residences market is on a strong upward trajectory, offering immense opportunities—but it also presents significant challenges. For investors and developers, having a well-defined strategy is essential to unlock the full potential of this growing segment. Success will depend on the ability to innovate, differentiate, and remain adaptable in the face of changing market dynamics.
Achieve Realty VN: A trusted brokerage partner in branded real estate investment
Achieve Realty VN is proud to be a strategic partner for investors and developers in the branded residences sector. With a solid foundation and deep market expertise, we provide in-depth insights and strategic analysis to help clients seize opportunities and optimize returns. Thanks to our global partner network and forward-thinking approach, Achieve Realty VN is committed to delivering effective investment solutions tailored to every client’s needs. We are here to support you in:
- Staying ahead of emerging trends: Receive timely updates on standalone projects and the rise of non-hotel brands that are reshaping the branded residences landscape.
- Maximizing returns: Get expert guidance on investing in projects that combine distinctive design, sustainability, and cultural value.
- Global connections: Access investment opportunities through our trusted international network—from Dubai to Phuket—offering a wide range of premium choices.
Overall, the branded residences market is expanding rapidly, creating golden opportunities for sophisticated investors. Driven by evolving lifestyle trends and increasing demand from high-net-worth individuals, the market is undergoing a dynamic transformation—with more projects and greater diversity than ever before. Branded residences are no longer just investment assets—they are powerful lifestyle statements, expressing creativity, culture, and personal identity.
Achieve Realty VN is committed to guiding investors on their journey through the world of branded real estate. With a strong foundation, pioneering strategy, and a global partner network, we deliver access to exclusive investment opportunities, helping our clients maximize returns and connect with the world’s most prestigious brands and projects. Join us in embracing new trends and unlocking the extraordinary potential of this fast-growing segment.
