Branded Residences—Tied to Names Like Bentley and St. Regis—Defy the Real Estate Slowdown
The number of such hotel- and luxury-affiliated housing developments is on track to more than double by 2031
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Demand is booming for homes in developments affiliated with luxury hotels and lifestyle brands from Ritz-Carlton to Aston Martin and Armani.
There are a total of 720 branded residence developments worldwide, a figure that’s expected to double, with another 790 project in the pipeline through 2031, according to a report from Savills Global Residential Development Consultancy, released Monday.
Dubai is far and away the leader in the space with close to 60 completed branded-residence projects, and around 70 planned developments in the pipeline. South Florida is next, with more than 40 completed projects, and another 40 developments planned from Miami to Palm Beach.
New York is third for completed projects, while Cairo in Egypt takes third for planned developments.
Other active markets include Phuket in Thailand, Da Nang and Hoi An in Vietnam, and the Riviera Maya in Mexico.
Branded residences have proved resilient even as housing markets have broadly slowed amid rising interest rates. Their hotel or brand affiliation lends its imprint of familiarity and prestige, while many are co-located with a hotel where residents can access services and amenities or put their residence in a property-managed rental pool when it’s not being used.
While the branded residence was born in North America, other markets quickly opened up to the concept. The U.S. was the most active space for branded residences through 2015, after which its share began to dip below 50% of all projects. By 2031, it’s expected to make up just 25%, with the Middle East and Africa markets expected to grow at 270%, per Savills.
Branded residences have also taken hold across Asia Pacific.
“Beyond our forecast period, we expect to see an increase in the number of branded residential developments in Asia Pacific and for the region to rival North America within the next 12 years,” said Rico Picenoni, head of global residential development consultancy at Savills. “With highly active markets, such as Vietnam and Thailand exhibiting 10% annual growth, combined, and burgeoning markets such as Japan and South Korea exhibiting more than 50% annual growth, combined, it is not unrealistic that Asia will surpass North America.”
While hospitality companies are leading the charge in branded residences, seemingly every brand in the world has jumped on the real estate bandwagon, from car brands like Porsche and Bentley in Miami, to luxury designer brands like Fendi, Armani and Bulgari, with the Bulgari LIghthouse in Dubai. In fact, Hotel brands accounted for 81% of branded residences in 2023, though its share is expected to decline to 79% in 2024, per Savills.
Among hotel companies, Marriott leaves all the others in the dust, with close to 150 completed branded residences and more than 100 in development. That’s driven by the Ritz-Carlton and St. Regis brands, two of the top three brands for luxury residences, and some of the earliest players in the game.
The Four Seasons is next for completed projects, fuelled by the Four Seasons brand, with over 50 completed and around 25 in the pipeline. Accor has fewer existing residences but rivals Marriott with more than 100 projects in the pipeline.
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Fitness entrepreneur and social media personality Tammy Hembrow has put her Broadbeach Waters mansion on the market, ending a six-year stint in the riverfront home she has regularly featured in content shared with her millions of followers.
Hembrow bought the property in June 2020 for $2.88 million.
Sitting on an oversized 979sqm allotment with north-east orientation and more than 30 metres of river frontage, the double-storey residence is set behind security gates at the end of a quiet cul-de-sac.
The home has been a fixture of Hembrow’s online presence for years, serving as the backdrop to family life and business updates for the mother-of-three, who also lived there with her former husband, Love Island Australia star Matt Zukowski, before the pair separated in mid-2025 following a brief marriage.
Inside, the residence centres on an open-plan kitchen, lounge and dining area that opens onto the pool and alfresco entertaining space, designed to make the most of the Gold Coast’s indoor-outdoor lifestyle.
Upstairs, the master suite includes a walk-through robe, dedicated dressing room and ensuite, alongside two further bedrooms, while a fourth bedroom downstairs offers separate access for guests or extended family. A multi-purpose room adds flexibility for use as a media room, home office or children’s retreat.
Outdoor features include a tiled pool, built-in barbecue and bar area, firepit and private boat ramp — amenities suited to the waterfront entertaining lifestyle the Broadbeach Waters pocket is known for.
The property is being marketed by Jay Helprin of Ray White through an expressions of interest campaign, with private inspections only and no scheduled public opens.
Hembrow, who built her public profile from 2014, documenting her fitness journey through three pregnancies, went on to launch fitness app TammyFit, which has since been downloaded more than a million times.
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