Mapping Branded Residences Growth

THE SCALE & MOMENTUM

• As of 2024, there were approximately 690 completed branded residence schemes worldwide, with over 600 more in the pipeline slated for delivery by 2030.

• The sector has expanded by 160 – 180% over the past decade. 

• The compound annual growth rate (CAGR) for the branded residences market has historically ranged between 11% and 16% over multi-year windows since 2000.

• In 2024, hotel brands continued to dominate, accounting for ~79% of branded residence projects; non-hotel brands comprised ~21%, with expectations of this share increasing. 

• The share of standalone branded residential projects (i.e. not attached to a hotel) is forecast to grow from ~8% towards 12% globally.

These figures make two things clear: the branded residences segment is large, accelerating, and diversifying in its brand, product, and geographic profile.

Aerial view of Bangkok with MahaNakhon Tower & The Ritz-Carlton Residences

LEADING MARKETS

North America

• Accounts for just over one-third of total branded residence supply.

• U.S. markets such as New York, Miami, Los Angeles, and increasingly secondary luxury cities such as Austin in Texas continue to attract branded launches.

Asia Pacific & Greater China

• Rapid wealth creation, luxury demand, and developer sophistication have driven Asia to be among the fastest-growing regions.

• Forecasts suggest that Asia could rival North America in global branded residences share over the coming decade. 

Middle East & Gulf (West Asia)

• The Middle East has exhibited some of the strongest growth trajectories of all regions.

• Dubai is one of the epicenters, with branded projects increasingly ubiquitous.

Europe 

• London, Paris, Geneva, and other prestige European capitals and resort destinations remain foundational to the branded residences story.

• Southern Europe, especially Spain and Portugal where there are ~47 branded projects underway with over 2,400 residences in development, is also emerging more strongly. 

These markets benefit from high concentrations of ultra-high-net-worth individuals (UHNWs), tourism demand, robust legal & financial frameworks, and brand familiarity.

EMERGING & HIGH-POTENTIAL MARKETS

Middle East / Red Sea / Saudi Arabia

• The Red Sea and Saudi coastline are gaining pipeline momentum.

• Jeddah and other Saudi cities are increasingly ambitious in branded hospitality mixed-use developments.

Turkey & Eastern Mediterranean Europe

• Turkey currently holds over 20% of Europe’s branded residences and is forecasted to grow ~10% annually through 2030. 

• Neighbouring markets like Greece and Cyprus are also drawing interest given tourism, climate, and luxury amenity demand.

India and South Asia

• India is rising in the top 10 global markets for branded luxury residences for the first time. Projections point to ~200% expansion through 2031. 

• As wealth and lifestyle expectations evolve, branded real estate is creeping into India’s luxury pipeline.

Caucasus, Georgia, the Black Sea/Coastal Belt

• Batumi, Tbilisi, and Georgia at large are becoming hotspots. NEXT Property Group, for example, is active in branded residences in Batumi and expanding globally. 

• These markets offer cost advantage, geographic connectivity (to Europe & Asia), and room to shape luxury identity.

Latin America & Central America

• Some pipeline growth is visible, especially in resort markets seeking to elevate residential appeal. 

• However, challenges of currency, legal risk, and infrastructure slow pace compared to Asia/Middle East.

Secondary U.S. & Emerging U.S. Luxury Destinations

• While New York, Miami and Los Angeles dominate, branded residences are beginning to appear in “unexpected” U.S. markets — e.g. Tampa, St. Petersburg, and Sun Belt markets.

KEY DRIVERS & STRUCTURAL SHIFTS

Several structural, cultural and financial forces have converged to fuel this boom:

• Brand & Trust Differentiators
  Luxury buyers increasingly demand assurance, consistency, and identity. Associating a home with a global brand (hotel, lifestyle, fashion, wellness) gives a strong signal of quality, service standards, and credibility. Brands can license their name, design, service platforms, and sales/marketing reach — allowing developers to tap brand equity, whilst buyers have reassurance from a recognisable and trusted brand. 
  
  

• Willingness to Pay Premiums
  Homebuyers are accepting price premiums (often 20–35% or more) for branded residences over comparable unbranded luxury units, especially when service, lifestyle, and exclusivity are factored in.  Developers, in turn, can boost margins and justify investment in amenities, service, and branding.
  
  

• Lifestyle & Experience Expectations
  The ultra-luxury buyer’s mindset is evolving: they expect seamless hospitality-level services, wellness, community, and experience even at home. Services include concierge, valet, spa, fitness, wellness, and curated events — not just high-end finishes. “Purpose-led” branded projects (e.g. wellness, longevity, nature, sport, community) are also emerging as a new frontier. 
  
  

• Diversification & Risk Mitigation
  Branded residences allow developers to de-risk by blending sales revenues from the residences with hotel, brand licensing, and operator income streams, while also proving more resilient in cyclical periods, as buyers perceive brand-backed homes as a safer form of luxury real estate investment with stronger reputational value.
  
  

• Global Mobility & Multiple-Homes
  Wealthy buyers increasingly own multiple homes — a primary family base, a city apartment for business, and a resort property for leisure. For these globally mobile individuals, a branded residence offers a true “turnkey” solution when entering new markets: it delivers the assurance of familiar standards, consistent service quality, and a brand they already trust, removing uncertainty around property management, lifestyle amenities, and resale value. Beyond the physical home, branded residences provide a sense of continuity and belonging across geographies, giving owners the confidence that wherever they choose to live, their expectations of luxury, service, and security will be met.

SUPPLY CONSTRAINTS & DIFFERENTIATION

As luxury real estate becomes more crowded, developers look beyond location and design to stand out. Branding, hospitality-level service, and curated lifestyle experiences create powerful differentiation, turning projects into complete ecosystems that command premiums and build lasting value.

SHIFT TOWARD MIDSCALE / UPSCALE

While luxury branding still dominates, midscale and upscale segments are gaining momentum — opening the concept to a wider pool of affluent buyers. This shift allows branded residences to move beyond the ultra-rich and appeal to a broader mainstream audience seeking quality, service, and brand assurance.

CAUTION & CONSIDERATIONS

Some of the headwinds and pitfalls include:

• Brand overreach: Not every brand can deliver on the promise of lifestyle, service, and consistency. Some luxury/fashion brands entering real estate may under-deliver.

• Operational complexity: Running hospitality-level services at scale is demanding. Under-investment in operations can degrade value.

• Regulatory / zoning / legal constraints: Hybrid residential / hotel models may face regulatory complexity, especially in jurisdictions unfamiliar with the model.

• Cost inflation & capital intensity: Amenity, service, construction, and staffing costs are high. Margins are vulnerable if sales or occupancy underperform.

• Market saturation & timing: In some “hot” branded-residence markets, supply may outpace demand, especially if speculative launches overshoot buyers.

• Brand dilution risk: Proliferation of branded residences (especially weak brand partnerships) may weaken the perceived scarcity and value of a brand and the residences it has attached its name to.

CONCLUSION

Branded residences are today a cornerstone of global ultra-luxury real estate. Some markets are already mature and fiercely competitive; others are just opening up. The confluence of wealth, lifestyle expectations, brand power, and real estate innovation make this one of the most compelling sectors for advisory & operational leadership.

Rhodium collaborates with brands and developers to define what excellence means in branded living. By combining our market insight, brand acumen, technical delivery, and operational depth — especially in frontier markets — we help shape, operate and direct this evolution.