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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$30 Million Nashville-Area Estate Quietly Looks for a Buyer.
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A 120-acre property 35 miles outside of Nashville, Tennessee, is selling off market for $30 million, making it the second-most-expensive home for sale in the state.
Located in Franklin, about 20 minutes from downtown, Cortina Farms is both a private residence and an event venue, which charges up to $56,000 to rent for the day, according to Compass, which is marketing the pocket listing. Erin Krueger holds the listing.
The only residence on the open market with a higher price in Tennessee is another Franklin property, which spans 749 acres and is asking $37.5 million.
Cortina Farms takes design inspiration from the Italian countryside, with stonework heavily featured around the verdant grounds.
The main house, with a stone exterior and a shingled roof, has approximately 2,500 square feet of living space, with three bedrooms and two bathrooms. Outside, there’s a covered back porch, an outdoor grill, a pool and a hot tub. There are also two guest apartments off the main house, each with a bedroom and a full bathroom.
In addition to its event business opportunities, the property is also designed for an equestrian, with two barns featuring a total of 12 stalls. Near the stables are four large fenced pastures that equal about 10 acres.
Other amenities include a wellness center, a party barn with a catering kitchen, an amphitheater, two lakes stocked with bass and catfish, and a helipad. Scenic trails for walking, running or ATV riding meander throughout the property past creeks, mature trees and waterfalls, according to information provided by Compass.
The property last traded hands in 2021 for $9 million, records on PropertyShark show. The owners weren’t available for comment.
The Nashville metro area has become a luxury real estate hot spot over the past few years, largely attracting people from Los Angeles as well as other out-of-state buyers looking for properties with a large amount of acreage.
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