Luxury Hotel-Branded Apartments Entice Buyers
Overall hotel-branded residences more than doubled between 2010 and 2020.
4 min
Luxury residences attached to five-star hotels have long been a hit with apartment buyers who wanted a place to live with access to hotel services and amenities.
Now, developers are finding that they can sell units at above-market rates for a luxury hotel branded residence, even if there’s no accompanying hotel.
U.K. developer Finchatton transformed the former British headquarters of the U.S. Navy into the Four Seasons Hotels & Resorts’ first stand-alone private residences, featuring 37 homes with sales prices starting at 17.5 million pounds, approx. $33 million.
The project completed construction in London’s Mayfair neighbourhood in 2019. Despite an interruption in sales caused by the pandemic, “only a handful” of units remain unsold, said a spokeswoman for the selling agent Knight Frank.
Mandarin Oriental is poised to open its first stand-alone branded residences in New York City, Beverly Hills and Barcelona. The U.S. residential units are expected to hit the market in the fall, the company said.
In Utah, the St. Regis Deer Valley, which opened in 2009, has recently added private residences to the resort. Hilton Worldwide Holdings Inc. is working on a number of stand-alone branded residences under its Waldorf Astoria and Conrad brands and plans to announce at least one project within the year, a spokeswoman said.
Overall, the number of hotel-branded residences more than doubled between 2010 and 2020. The sector added 52,000 homes in 370 separate developments, according to real-estate firm Savills PLC.
Originally, these residences offered a convenient way for property developers to fund the building of high-end hotels, which can be costly and challenging to finance through conventional loans. Instead, proceeds from apartment sales help cover the hotel construction costs.
“If I put your brand on it, it will help me sell these residences faster and for a higher price,” said Tim Grisius, Marriott International Inc.’s global mergers and acquisition and real estate officer.
Marriott has built 17 stand-alone luxury residences worldwide, in places like Sunny Isles Beach in South Florida and Bodrum, Turkey, under its Ritz-Carlton brand. It has another 17 projects in the pipeline.
‘If I put your brand on it, it will help me sell these residences faster and for a higher price.’
As these residences grew in popularity, real-estate firms found that the units attracted wealthy buyers even without the full slate of hotel amenities. That’s because buyers of private residences tend to have a strong loyalty to the luxury brand and believe that attention to detail will be high, said Rupert des Forges, head of prime central London developments at Knight Frank.
“They feel that the brand would not put its name to something if they could not provide the right level of service,” he said.
Branded residences usually offer much the same services as a luxury hotel but on a smaller scale, including spa facilities, a bar and restaurant, movie theatre, and private dining rooms. Hotel-trained staff run the property and concierge, promising the same level of service to owners as to hotel guests.
Apartment buyers are often willing to pay a premium for branded residences compared with other luxury buildings, though the level of that premium varies. In London, a city overflowing with prime apartment buildings, Mr. des Forges said the extra cost of buying the property, compared with an equally high-end new apartment, was marginal.
In the Alps, however, five-star brands are increasingly experimenting with residences in ski resorts. Jeremy Rollason, head of real-estate agent Savills’s ski department, said these residences far outdo the resorts’ existing apartment buildings. He estimates that buyers have to pay premiums of between 10% and 20% for these “ultraluxury” homes.
Hotel residences have existed at least since 1927, when New York City’s Sherry-Netherland opened. But it wasn’t until the 1990s that the sector really took off. By last year, branded residences were located in more than 60 countries, according to Knight Frank.
After tapping demand in traditional coastal and city locations, developers are now building these residences in upscale ski resorts in Europe and the U.S.
Hard Rock Café International Inc. opened its first European ski resort and residences in Davos, Switzerland, in 2017, while Ritz-Carlton plans to open in 2026 a resort plus residences in Zermatt, Switzerland.
While the pandemic has slowed most international travel, Marriott’s Mr. Grisius said that demand for residences had actually increased, possibly at the expense of traditional hotels.
“People are not travelling as much,” he said. “Our residences are fuller than they usually are.”
Reprinted by permission of The Wall Street Journal, Copyright 2021 Dow Jones & Company. Inc. All Rights Reserved Worldwide. Original date of publication: August 10, 2021
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This stylish family home combines a classic palette and finishes with a flexible floorplan
Just 55 minutes from Sydney, make this your creative getaway located in the majestic Hawkesbury region.
Whimsy Farm is a playful period estate positioned in Byron Bay’s picturesque hinterland.
3 min
Tucked away in Byron Bay’s coveted hinterland, Whimsy Farm is a traditional rural homestead surrounded by more than 16ha of lush fertile grounds with equestrian facilities and a host of whimsical additions including a fairytale-inspired maze.
Just listed with Sotheby’s International Realty Byron Bay, agents Denzil Lloyd and Will Phillips are running an expressions of interest campaign on the glamorous getaway with a price guide of $5.25 million to $5.75 million.
The romantic estate in Federal, 25 kms from Byron Bay dates back more than a century, but has been meticulously renovated by its current owners to attain modern day dream home status.
Back in 2016, the enviable property even featured on Foxtel’s short-lived reality TV show I Own Australia’s Best Home. The picturesque parcel has also been appreciated by location scouts and has appeared in a long list of fashion brand and magazine shoots such as Country Style and Queensland Homes.
Owner Melinda Boundy, founder of boutique interiors firm Melinda Boundy Design, was instrumental in reviving the historic Federal homestead. She has described the rural property as a “a respite from the world” where she and her husband have raised their two sons over the past decade.
“I brought my boys down 10 years ago to nurture their creativity, their boyhood,” Boundy said in a recent Instagram post announcing the impending sale.
“We found our farm with its double-storey treehouse and 40 acres the perfect place for two young boys to thrive.”
In addition to hiring out the estate for formal events, Boundy said the family had celebrated several milestones at the address.
“Many parties, sleepovers, friends staying and events have been held [here]. It has seen the filming of a TV show or two, music videos, location shoots and weddings,” she added.
“Now it’s time to pass the baton to another family to share the magic and wonderment of this beautiful compound.”
Lloyd agreed that the listing is a magical estate, ripe for the picking.
“It’s a wonderland. There’s the maze, but it’s also got the treehouse, teepee, dams, beautiful established veggie gardens and it’s perfect for those who love horse riding,” Mr Lloyd said.
“It really is an oasis with plenty of classical charm as well. It’s not an ostentatious home; it’s an original Queenslander from 1910.”
Living up to its storybook name, Whimsy Farm is home to a preserved traditional Queenslander residence with five bedrooms, plus a freestanding guest cottage. There is also a separate pool house and a combined shed or office on site, all capturing scenic hinterland views.
The main single-storey residence has a choice of entertaining spaces inside and out as well as bedrooms opening to private alfresco areas. A grand kitchen and the large living room both open to a vast terrace and pool area.
In the primary bedrooms suite there is a bay window overlooking the natural surrounds, an ensuite with double vanities, and out on the covered deck an outdoor bathtub is an idyllic spot for soaking under the stars.
The playful property has also operated as a holiday rental and offers up unique bonus features including a solar-heated semi circle pool, a double-storey treehouse, a teepee, horse stables, paddocks and a an Olympic-sized dressage arena.
A true tree change destination, the Federal address is home to 10 acres of regenerated forest, eight water tanks, two lagoons, extensive raised veggie gardens and a citrus orchard.
It is conveniently located a scenic 30-minute drive to Byron Bay and 20 minutes to Bangalow.
Whimsy Farm at 711 Federal Dr, Federal is listed through Sotheby’s International Realty Byron Bay through an expressions of interest campaign closing February 20, 5pm.
This stylish family home combines a classic palette and finishes with a flexible floorplan
Just 55 minutes from Sydney, make this your creative getaway located in the majestic Hawkesbury region.
