Thailand, Vietnam, and Indonesia are leading the development pipeline, buoyed by rising affluence, tourism-led demand, and an increasingly brand-conscious investor base. These trends present timely opportunities for investors based in China, Hong Kong and Singapore seeking premium lifestyle assets with long-term yield and capital appreciation potential.

Demand rising, especially in resort-led destinations

APAC now accounts for 40% of the global branded residence pipeline, second only to the Americas. Over 65% of upcoming supply in the region is resort-based, with coastal destinations driving much of the activity. Meanwhile, the average price premium for branded residences across the region has climbed from 21% in 2023 to 23% in 2024 — reflecting growing buyer confidence in the sector.

Thailand and Vietnam are among the top 10 global markets by development pipeline share, accounting for 6% and 5% respectively. Across the region, hotel-branded residences are benefiting from strong brand equity, seamless property management, and increasing consumer appetite for trusted luxury experiences. (See Chart 1)

“Beyond our forecast period, we expect to see an increase in the number of branded residential developments in Asia Pacific and for the region to rival North America within the next 12 years”, says Louis Keighley, Head of Global Residential Development Consultancy, Savills.

“Highly active markets such as Vietnam and Thailand are showing a combined compound annual growth of 10%, while Japan and South Korea are exhibiting more than 50% annual growth. It is not unrealistic that Asia will surpass North America.”

Global and regional brands driving momentum

A dynamic mix of global and regional hospitality groups are fuelling APAC’s branded residence growth.

International hotel groups such as Marriott International, Accor, and IHG continue to anchor the market with flagship luxury offerings under brands like The Ritz-Carlton, St. Regis, and Sofitel. Meanwhile, regional players are making significant strides, with Banyan Group – parent company of Banyan Tree, Cassia, and Angsana – poised to become the region’s most active operator by number of developments in the pipeline.

Both Banyan Tree and Four Seasons are at the top of the leaderboard, although Four Seasons currently holds the largest number (11) of completed schemes in APAC.

The next growth phase is expected to be led by brands with expansion-focused strategies. For instance, Rosewood and Mandarin Oriental are forecast to grow their regional portfolios by over 200%, while Fairmont and Six Senses are on track for a combined 75% increase in branded residential offerings. (See Chart 2)

Strategic gateway for regional investors

While cities like Hong Kong and Singapore have limited branded residential supply, they play a pivotal role as launchpads for outbound investments into Southeast Asia. Savills notes an increasing appetite from high-net-worth individuals, family offices, and lifestyle-driven buyers based in China, Hong Kong and Singapore for branded developments across:

• Thailand – Phuket and Bangkok remain top destinations, with over 40 branded schemes projected by 2030.
• Vietnam – Coastal destinations such as Da Nang, Hoi An, Phu Quoc, and Ha Long Bay continue to gain traction.
• Indonesia & Malaysia – Resort and mixed-use projects in Bali and Kuala Lumpur are seeing renewed investor interest.
• China – Investors are actively eyeing Southeast Asia’s top resort destinations, drawn to branded properties for their reputational assurance, international design standards, and turnkey management.

“Southeast Asia continues to be a major destination for branded residential investment, and we’re seeing growing interest from buyers based in China, Hong Kong and Singapore,” says Otto Twist, Southeast Asia Director, International Residential Sales at Savills Singapore. “Many are looking for a blend of lifestyle, yield, and long-term value, and increasingly see hospitality-led real estate as a way to diversify portfolios. Singapore, especially, serves as a springboard to regional resort-led projects backed by trusted global and regional hospitality brands.”

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