Millionaires are increasingly changing their priorities when it comes to homeownership in favour of luxury rentals, a fundamental change in how the wealthy approach housing. Walk through any luxury development in Miami, Dubai, or London today, and you’ll find millionaires who could easily afford to buy but are now choosing to rent.
In 2025 branded residence rentals are becoming the ultimate choice for millionaires and affluent individuals seeking hotel-like services, global consistency, and premium lifestyle experiences without the burdens of ownership.
The BRESI Overview:
- Millionaire renters surged 204% in the US between 2019 and 2023, with global demand continuing to accelerate as wealthy individuals prioritise financial flexibility over property ownership
- Capital deployment advantage drives rental decisions, as the S&P 500’s 26% returns in 2023 and 24% in 2024 far outpace residential real estate’s typical 5.4% annual growth
- Branded residences represent the premium rental solution, with 240 new projects added globally in 2024 and consistent 11-16% annual growth rates since 2000
- Geographic mobility becomes a competitive advantage, as 128,000 millionaires relocated globally in 2024 while avoiding the 66-day average home sale process
- Tax optimisation and risk management can favour rental arrangements, eliminating complex international property ownership obligations
- Technology integration and lifestyle services in branded residences create hotel like experiences, offering world class amenities and comprehensive lifestyle management without ownership responsibilities
The Numbers Tell the Story
The data reveals a striking pattern. According to Business Insider Millionaire renter households in the United States surged by 204% between 2019 and 2023, jumping from 4,500 to 13,700 households. This growth highlights a fundamental shift in how high-net-worth individuals are viewing housing, and signals something deeper than just a temporary trend.
This trend also extends beyond American borders. Globally, renters earning more than $150,000 annually has grown by over 80% from 2015 to 2020, with continued acceleration through all of 2024 into 2025. Major wealth centers including Dubai, London, New York, and Miami are reporting substantial increases in affluent rental populations.
This geographic spread mirrors the broader trend of wealthy individuals on the move, with around 128,000 millionaires relocating worldwide in 2024 according to Knight Frank’s European Lifestyle Report.
Financial Logic Drives the Decision
What’s driving some wealthy individuals away from homeownership becomes clear when you examine the numbers, according to RentCafe homebuyers in major metropolitan areas paid over $1,000 monthly more than renters for comparable properties when factoring in mortgage payments, property taxes, insurance, and maintenance costs.
The S&P 500 delivered 26% returns in 2023 and over 24% in 2024, dramatically outperforming residential real estate’s typical annual appreciation.
Millionaires recognise that tying up capital in multiple residences could potentially limit participation in higher yielding opportunities, and in times of economic uncertainty being “cash liquid” is extremely valuable.
Wealthy renters can maintain their flexibility to capitalise on investment opportunities or weather downturns without the constraints of capital being tied up in multi property ownership.
The Branded Residence Advantage
Branded residences represent one of the fastest growing sectors of luxury real estate. According to the Savills Branded Residences Report 2024/25 the branded residential sector added 240 projects to development pipelines across 100 markets globally in 2024 alone.
These properties combine exclusive residential living with hospitality like services and amenities, creating unique value propositions for wealthy renters.
In the hospitality sector, brands like Four Seasons, The Ritz-Carlton, Aman, Rosewood and St. Regis anchor the very best five star developments, bringing hospitality expertise to a residential setting. Four Seasons’ branded residence division generated $1.2 billion in gross sales value during the first half of 2024, demonstrating the market appetite for these properties.
Branded Residences are not limited to just hotel brands, non hospitality brands from fashion, design and auto, like Armani, Fendi, Nobu, Baccarat and Aston Martin craft stunning homes combined with their design ethos and a focus on world class interiors and facilities.
Whether with a hotel brand or luxury brand, service, privacy and exclusivity distinguishes branded residences from traditional luxury rentals. Concierge services, security, private dining, in-room dining, private swimming pools, wellness zones, private trainers, fitness facilities, spa services and on call staff, create hotel-like experiences in the privacy of the home.
These services and amenities cater to millionaires who prioritise exclusivity at home with convenience and efficiency.
Global brand consistency also ensures service quality across different markets. Branded residences should maintain standards regardless of location, providing predictable experiences for on the move wealthy individuals. This consistency can eliminate uncertainty when relocating between different cities or countries.
Learn More About Branded Residences
Mobility Has Become The Ultimate Luxury
Today’s millionaires live differently than previous generations. Business obligations span continents, investment opportunities emerge globally, and personal preferences drive frequent relocations, and property ownership can create friction for those who have, or require a mobile lifestyle.
Wealthy individuals have typically owned residences in multiple cities for business or seasonal purposes, and with it comes multiple costs and management complexity.
Luxury rental markets have now evolved to serve this mobile demographic, and branded residences in prime locations can offer the quality and prestige millionaires expect.
Operational Efficiency of Renting a Branded Home
When it comes to luxury property ownership, it brings substantial overheads, HOA fees, management contracts, landscaping, security systems, pool maintenance, and household staff consume time and attention. Millionaires are increasingly viewing these responsibilities and financial commitments as an inefficient use of their time and capital.
By renting it transfers these operational burdens to property managers and landlords. This allows wealthy individuals to concentrate on enjoying life and creating wealth generation activities rather than property management hassles.
The convenience factor also extends to seasonal properties. Maintaining multiple homes requires coordinated management across different locations and climates. Renting eliminates these logistical challenges while preserving access to desired locations.
Service Excellence Defines the Branded Experience
Branded residences excel in service delivery beyond traditional rental properties. Professional management teams handle all operational aspects, from maintenance requests to lifestyle services. This comprehensive approach appeals to time conscious millionaires.
The amenities in a branded residences development can be truly exceptional catering to every need of a wealthy millionaire. Private wine storage, dedicated chef services, and carefully programmed social events create exclusive environments that appeal to affluent residents while maintaining the privacy and exclusivity they expect. Co working spaces within developments accommodate business needs without requiring external office arrangements.
Security systems in branded residences exceed typical residential standards. With professional onsite security staff, advanced surveillance systems, and controlled access protocols, these high levels of security measures provide protection and peace of mind, to high profile individuals concerned about personal safety.
Regional Preferences and Market Dynamics
Millionaire rental preferences span diverse global regions, reflecting varying business needs and lifestyle priorities. Wealthy renters tend to gravitate toward established financial centers and emerging luxury markets, with patterns shifting based on economic opportunities and regulatory environments.
Major business hubs including New York, London, Singapore, Bangkok and Dubai attract millionaires seeking proximity to financial activities and investment opportunities, and secondary markets in locations like Miami, the Caribbean, and Mediterranean destinations serve lifestyle and leisure purposes, offering favorable climates and a more relaxed lifestyle.
Currency considerations can also affect international rental decisions. Millionaires earning in strong currencies will benefit from renting in countries with weaker currencies, creating natural hedging strategies, while still maintaining the desired lifestyle standards.
Now-days you will find branded residences in every major hotspot in the world, so finding a world class branded residence rental, should not be a difficult task.
Investment Perspective on Rental Decisions
Today’s Millionaire renters view housing through investment lenses rather than emotional attachments, and rental decisions reflect portfolio optimisation strategies rather than just lifestyle preferences alone. This analytical approach drives rational housing choices based on financial returns and opportunity costs.
Real estate market cycles influence these decisions. Market conditions with elevated prices and high interest rates can favour rental strategies over ownership. Wealthy individuals can wait for more favorable purchasing opportunities.
Tax considerations vary significantly between rental and ownership scenarios. Rental expenses may qualify for business deductions in certain circumstances, while ownership creates different tax implications. Sophisticated tax planning often favors rental arrangements for mobile high-income individuals.
Future Trajectory of Millionaire Renting Branded Residences
Current trends suggest continued growth in millionaire rental populations. Economic uncertainty, market volatility and lifestyle evolution, supports ongoing expansion of the rental market.
Branded residence development pipelines indicate substantial future supply. Projects scheduled through 2030 will nearly double current inventory, providing expanded options for affluent renters.
Technology advancement will further enhance rental experiences. Smart building integration, personalized services, and seamless lifestyle management will continue improving rental value propositions.
The global wealth migration patterns support international branded residence expansion. As millionaires relocate for business, tax, or lifestyle reasons, branded residences provide consistent high quality housing solutions across different markets.
Branded Residences & The Rental Shift
Branded residences have emerged as the optimal solution for affluent renters seeking elevated experiences. These properties combine luxury living with hospitality services, creating unique value propositions that traditional rentals cannot normally match.
Considering financial logic, lifestyle evolution, and market innovation, branded residences could be the future of luxury renting. For millionaires seeking the optimal rental combinations of flexibility, service, and amenities, branded residences could be the ultimate power move.
Buying a Branded Residence Vs Renting a Branded Residence
This article is not to justify what is the best option, it is merely a data led article regarding the growing shift from buying to renting.
Read More Branded Residences News & Insight
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The marketplace offers branded residences for sale and rent from around the globe, advertised by property developers and international real estate agencies and brokers. When it comes to media coverage BRESI is a leading authority in this niche, delivering unparalleled coverage of this rapidly expanding segment of luxury real estate.
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