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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Strong rental fundamentals and tight supply have driven more than $155 million in Sydney apartment block and residential investment sales over the past year.
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Sydney’s residential investment market has recorded $155 million in apartment block and townhouse sales over 2025, underscoring continued investor confidence in rental-led assets despite broader economic uncertainty.
The transactions were completed by Knight Frank’s Investment Sales agents James Masselos and Adam Droubi, who negotiated 19 sales across Sydney during the year.
Residential investments accounted for 75 per cent of their total sales activity, supported by more than 4,200 active purchaser enquiries.
Co-living deal sets national benchmark
Among the standout transactions was the off-market sale of 142 Carillon Avenue in Newtown, a 37-studio co-living apartment block located close to the University of Sydney and Royal Prince Alfred Hospital.
The property sold for $21.5 million, setting a new benchmark for the living sectors market nationally.
The deal achieved approximately $581,000 per bedroom, believed to be one of the highest per-bedroom results recorded for a co-living asset in Australia.
Inner-city assets trade in one line
Other notable sales included a group of 12 townhouses at 108 Illawarra Road in Marrickville, sold in one line for $14 million, and a block of 20 studio apartments at 171 Rowntree Street in Birchgrove, which changed hands for $6.7 million.
Both transactions reflected strong buyer competition for well-located residential assets with established income streams.
Supply constraints underpin momentum
Mr Masselos said Sydney’s apartment block market continued to benefit from tight supply and strong rental conditions.
“Apartment blocks and broader residential investments remain a robust asset class, underpinned by strong rental growth, record low vacancy levels and scarcity of stock,” he said.
He added that more than $25 million worth of residential investment opportunities are expected to come to market in 2026, with buyer enquiry remaining elevated.
Mr Droubi said competitive sales campaigns had become a feature of the market as investors sought secure income and long-term value.
“Supply constraints and ongoing population growth underpin market strength,” he said. “New approvals and completions lag demand, keeping stock tight and boosting both rents and prices.”
Vacancy rates keep pressure on rents
According to Knight Frank, rental demand across Sydney remains intense, with vacancy rates well below typical “healthy” levels.
Many middle and outer-ring suburbs are recording vacancies of around 1.5 per cent or lower, maintaining upward pressure on rents and reinforcing the appeal of residential investment assets.
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