Viet Nam’s branded residence market is undergoing a notable turning point, with a strong shift from resort-focused developments toward urban projects in HCMC and Ha Noi. As Viet Nam now ranks among the global top 10 for branded residence projects and offers attractive brand premiums, the segment is increasingly becoming a longterm strategic focus for developers aiming to capture evolving buyer demand. 

According to the Savills Branded Residences Report 2025–2026, branded residences continue to maintain their position as one of the fastest-growing segments in the global luxury real estate market. As of 2025, the average brand premium recorded globally stands at 33%. This figure indicates that buyers are willing to pay significantly higher prices for projects backed by reputable brands and internationally recognised operational standards. 

Notably, the brand premium in urban markets has reached 30%, compared to 39% in traditional resort markets. In the Asia–Pacific region, Savills notes that branded residences are directly benefiting from the rapid increase in High-Net-Worth Individuals (HNWIs). Amid global economic uncertainties, this asset class is increasingly viewed as a safe haven. In emerging markets, a brand not only enhances the value of a property but also acts as a “seal of assurance” for construction quality, operational services, and long-term value. 

Viet Nam: From a resort destination to an urbanisation strategy 

Branded residences are no longer a new concept. Per Savills Hotels, the current period marks an important transition as the segment is expanding its presence in major cities, including HCMC and Ha Noi, through urban branded residence projects, where genuine residential demand, long-term investment potential, and brand value coexist. 

Significantly, Viet Nam has now entered the Top 10 countries globally with the highest number of branded residence projects, alongside long-established markets such as the US and the UAE. This indicates that Viet Nam is no longer a “follower” but is becoming a strategic destination for international hotels and operators. 

Commenting on this trend, Uyen Nguyen, Associate Director, Southeast Asia Hotel Advisory at Savills Hotels, states, “The key factor driving the growth of the branded residence model in emerging markets such as Viet Nam is not only price, but also trust. It is the trust placed in the brand to guarantee the project’s quality of completion as well as the commitment to operational standards.” 

Savills data also shows that this model helps broaden the buyer base. It attracts not only investors seeking rental income or long-term capital appreciation, but also lifestyle buyers, those who are willing to pay a premium in exchange for a higher standard of living, a curated residential community, and consistent management services. 

Changing buyer profiles and challenges for developers 

When compared to the last decade, the property buyer profile  in Viet Nam has become more clearly differentiated. In the early stages, the market was largely driven by foreign buyers purchasing resort properties or investors seeking assets capable of generating strong rental yields. However, in the last five years, there has been a significant growth in domestic buyers purchasing properties for personal use, with higher expectations for living standards, particularly in major urban areas. 

This shift requires developers to approach branded residences as a long-term product development strategy, rather than merely a tool to increase selling prices. According to Savills Hotels, selecting the right brand, positioning the product appropriately for specific customer segments, and ensuring strong operational capabilities after handover will be critical factors in determining a project’s sustainability as supply continues to diversify and competition intensifies. 

“Today, urban branded residences are no longer limited to the luxury segment in central HCMC or Ha Noi, but are gradually expanding into other locations with more accessible positioning. In the future, the market may witness the launch of new branded residence product types, further diversifying offerings and providing more options for buyers. However, urban branded residences remain a complex model, and a brand alone cannot guarantee the success of a project. Developers need to plan carefully, assess market conditions, and clearly identify potential target customers before deciding whether to pursue the branded residence model,” Nguyen concludes.