Luxury Hotel-Branded Apartments Entice Buyers

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.’

— Tim Grisius, Marriott International

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.”

PHOTO: FINCHATTON

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

There’s nothing more appealing than being able to cool off in your own pool on a hot summer’s day. For many Australians, the idea of a backyard pool is enticing but with so many styles to choose from, the decision is not always straightforward. Considering your budget, the needs of your household, along with the size of your outdoor space is key to achieving the best outcome for delicious days poolside. We take a deep dive into the best in pools to get you into the swim.

CLASSIC RECTANGLE

Nothing beats this classic pool design. With the ability to cross styles of architecture from Hamptons to mid century modern and minimalist design, the rectangular pool is a ‘one size fits all’ style that adapts to most needs, from swimming laps to splashing about with the kids. Go as big as you can manage on acreage or shoehorn it onto a suburban block for a clean, classic look that’s hard to top.

INFINITY POOL

Infinity Edge Swimming Pool | Blue Haven Pools — Blue Haven Pools

A popular choice where there are views of the water or bushland to enjoy, an infinity pool gives the illusion of having no edge. Also known as rimless, overflow or zero edge pools, the water flows over the edge of the pool into a catchment basin that sits below the waterline, out of sight. A great choice for elevated positions where the pool can create a visual bridge between the house and the view, an infinity pool is particularly expensive to install and run thanks to the continuous need to pump water from the catch basin.

LAGOON OR FREE FORM

Designed to mimic the natural environment, lagoon or freeform pools have fallen out of favour since their heyday in the 1980s. Despite the name, they are often available in standard sizes in fibreglass or concrete and are characterised by their curved, asymmetrical shapes. Slides and waterfalls are popular accessories to this style of pool while landscaping is typically tropical, in keeping with the oasis-like environment.

LAP POOLS

Lap Swimming Pools Builder in NSW | Blue Have Pools — Blue Haven

While the name might suggest that this style of pool is aimed at hard core swimmers, lap pools are a great choice where the obvious location for the pool is long and narrow. If doing laps or water therapy is the main purpose for installing the pool, consider installing swim jets which create non-stop resistance to swim against. A lap pool should be at least eight to 10 metres long to be useful.

PLUNGE POOLS

4 Creative Plunge Pool Designs — Pool & Spa

Nothing beats being able to cool off in your own backyard over summer and what plunge pools lack in space, they can make up for in amenity. While swimming is probably out of the question, plunge pools are generally easier and cheaper to maintain than their larger counterparts, making them an attractive option for heating and cooling. They also have the obvious advantage of being able to fit into most backyards.

SPOOLS (SPA POOLS)

What is a Spool? - Precision Pool and Spa — Precision Pool and Spa

Another great option where space is an issue, spa pools, also known as spools, offer the best of both worlds, with a spa area integrated into all or part of the pool. Known in some places as a cocktail pool, they can be a great solution for those who like to entertain or simply passively enjoy the water. Costs are generally a little less than a conventional pool and more than a dedicated spa.

PERIMETER OVERFLOW POOLS

For those who love the integrated look, perimeter overflow pools are a stylish choice. Designed in line with the edge of the deck, the water gives the impression of overflowing at all edges for a sleek, minimalist look. Water is captured and recycled in channels around the perimeter. Available in a variety of shapes and sizes, this style of pool can be pricey to install and run. For level sites though, it’s the ultimate in swimming luxury.

NATURAL POOLS

Natural swimming pool business is booming | The Fifth Estate — Natural Swimming Pools – Hampton Rock Pool

While conventional pools are kept clean through the use of chemicals such as chlorine, natural pools rely on moving water (via a pump) and biological filters such as plants to maintain good water quality. It’s a style gaining ground in Australia, where water quality is naturally quite high, making the move to natural pools easier, and more homeowners become interested in chemical-free options.

ABOVE GROUND POOLS

Green above ground pool in lush setting — Jeerayut Rianwed / Getty Images

The great advantage of this style of pool is that excavation is often minimal, which means less disruption – and less cost. Strictly speaking, there’s any number of materials available for construction, including fibreglass and concrete, but the above ground pool is probably most often associated with the old-school modular pool with liner from the likes of Clark Rubber.

GLASS WALLED POOLS

If you’re looking to add a little drama to your home, a glass walled pool could fit the bill. Essentially an underwater ‘window’ in recent years, architects have specified glass walled pools to be viewed from inside the house, with the benefit of drawing natural light through the water into internal spaces. An engineer will specify the exact thickness required to take the weight of the water but expect it to be at least 12mm thick.

What is the best type of swimming pool to build?

The type of pool you choose will depend on your budget and the size and style of your yard. Fibreglass pools come in a range of shapes and sizes and are faster and easier to install than concrete, mainly because they are made on the factory floor and delivered to site. Concrete pools take longer to build but they are customisable and can be finished in high end materials. Often, the decision can get down to how long you intend to stay in your property in terms of how much you want to invest.

What is the most expensive part of a pool?

If you’re talking about construction, excavation is often the big cost that takes owners by surprise. Make sure you understand excavation and tipping costs before signing a contract. Filtration, decking, tiling, fencing and landscaping can all add significant cost to the construction and installation of a pool. In terms of running costs, solar energy can be a good way to offset expenses.

What is a good size for a home swimming pool?

Again, this will depend on the size of your outdoor space, your lifestyle and the people who will use your pool. A family of four will have different needs to a couple who prefer to enjoy a dip at the end of a hot day. Choose a size that allows everyone to move around freely while keeping in mind that the larger the pool, the greater the time and money required to maintain it. Pool sizes in Australia have shrunk in recent years but popular sizes for family pools range from 7m by 3m up to 9m by 4m. Speak to your pool builder about the best – and safest – depth for your needs.