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SAVILLS BRANDED RESIDENCES 2024/2025 HIGHLIGHTS

Our Branded Residences 2024/2025 report offers a comprehensive analysis of this dynamic sector and its outlook. It is an essential resource for investors, developers, and industry professionals seeking insights into this rapidly evolving market.

GLOBAL OVERVIEW

240 New Projects in 2024
180% Global Growth in the last decade
79% of the Global Branded Residences are Hotels Brands

In 2024, the branded residences sector saw significant growth, marked by an increase in both the number of projects and geographic reach, reflecting the industry’s global expansion.

THE RISE OF APAC IN THE BRANDED RESIDENCE SECTOR

Over the past decade, branded residences have grown by more than 230% across APAC, and 210% in Viet Nam, underscoring the region’s increasing importance in the sector.  Within APAC, destinations such as Phuket and Da Nang/Hoi An are among the most dynamic markets for branded residences.

Photo 1: Top 10 Hot Spots in the Branded Residences Sector

Viet Nam Branded Residences have transitioned from the two major cities to high quality offerings in coastal areas. Nobu in Da Nang and Mandarin Oriental in Phu Yen are exciting upcoming products.
Matthew Powell, Director, Savills Ha Noi

Photo 2: Mandarin Oriental Bai Nom, Phu Yen

HIGHLY COMPETITIVE BRANDED RESIDENTIAL SPACE

Savills report demonstrates that the branded residential market remains highly competitive, with brands focused on protecting and capturing market share. Leading the hotel-branded segment is Marriott International, which has maintained its position as the market leader since 2002 and it is poised for continued success.

Photo 3: Grand Marina Saigon by Marriott, developed by Masterise Home

Notably, The Ritz-Carlton has recently overtaken Four Seasons to claim the top spot, mainly due to its impressive growth in standalone projects comprising one-third of its global portfolio. As these hotel brands expand, they continue to lead the charge in offering integrated services and luxury living experiences that appeal to high-net-worth individuals.

Photo 4: The Grand Ha Noi by The Ritz-Carlton

EVOLVING TRENDS IN THE BRANDED RESIDENCES MARKET

The branded residential market is expanding, with standalone branded residential projects expected to rise from 8% to over 12% globally. While hotel brands like The Ritz-Carlton dominate, non-hotel brands, particularly Pininfarina, are quickly gaining ground.

Photo 5: Park Hyatt, Phu Quoc

These non-hotel brands focus on brand values, aesthetics, and local culture, blending luxury, design, and authenticity. This approach appeals to a broader range of buyers and drives innovation in the luxury real estate sector as hotel and non-hotel brands evolve.
Matthew Powell, Director, Savills Ha Noi

SUSTAINABLE GROWTH TRENDS AND CHALLENGES

The branded residences sector continues to expand, driven by rising demand and strategic growth in key markets. Resort hotspots such as Dubai, Miami, and Phuket dominate the sun-and-sea category, with emerging locations like Hoi An and Los Cabos adding to the momentum.

Discerning buyers are driving the evolution of branded residences, reflecting a growing demand for environmentally conscious and lifestyle-enhancing developments. In response, developers and brands innovate to differentiate themselves in a highly competitive market.