What Matters Most to the UHNW Branded Residence Buyer?

LOCATION

Ultra-prime locations remain essential, but the criteria have evolved. Connectivity still matters, but today’s buyers place just as much emphasis on privacy, cultural alignment, and access to like-minded networks. A branded residence in a global city offers immediate familiarity, but emerging luxury hubs such as Lisbon, Bangkok, or Riyadh are increasingly attractive for those looking to diversify their lifestyle footprint.

For instance, buyers seeking wellness and tranquillity may choose the Four Seasons Private Residences in Costa Rica, which combines jungle seclusion with five-star resort offerings. Others may prefer the St. Regis Residences in Boston, close to finance and healthcare institutions, with harbourfront views and private access.

With remote work and global mobility reshaping priorities, locations that offer resort-level service alongside world-class infrastructure are now rising in popularity.

The Four Seasons Residences, Costa Rica

LEGACY

When UHNWIs buy a branded residence, they’re investing in the legacy and heritage of a brand. A residence branded by Aman, Bulgari, or Four Seasons carries decades of reputational capital, a commitment to quality, attention to detail, and prestige.

For example, Aman Residences in Tokyo appeal to buyers who seek serene, nature-inspired design, exclusive wellness amenities, ultra-high service standards and a central-Tokyo location within the landmark Azabudai Hills development.  On the other hand, Bugatti Residences in Dubai attracts high profile global citizens attracted to first-of-its-kind developments, many of whom are status-driven, and either own or aspire to own a Bugatti, drawn to the idea of living the brand as much as driving it.

For many, the brand must align with personal values, including sustainability, wellness, innovation, and quality. Increasingly, buyers are interested in what the residence actually stands for and says about them personally. 

The Aman Residences, Tokyo

LIFESTYLE

UHNW lives are complex, which is exactly why their homes must feel effortless. Branded residences deliver a distinct edge by offering hotel-level services, ultra-private amenities, and curated experiences, all without compromise.

At The Rosewood Residences in Beverly Hills, for example, residents enjoy priority spa bookings, 24/7 concierge, and private dining with Michelin-starred chefs. Meanwhile, at The Ritz-Carlton Residences in Miami Beach, homeowners benefit from private boat dockage, a rooftop pool with panoramic views, and access to wellness services such as personalised fitness programmes and health consultations.

Buyers today seek authenticity. Wellness, culture, and multigenerational relevance are now embedded expectations in modern luxury living.

The Rosewood Residences, Beverly Hills

THE TAKEAWAY

Today’s UHNW buyer expects alignment between place, brand, and experience. Where that alignment exists, a branded residence becomes part of a personal legacy for the buyer.