Europe stands as the third most active region globally for branded residences, accounting for 18% of the global market with over 140 completed developments as of 2024, according to Savills latest report “Branded Residences Europe Report 2025,” this growth reflects the increasing appeal and understanding of branded real estate for developers, brands and international buyers seeking premium residential homes.
Market Leaders and Growth Trajectory
Turkey leads European countries with 40 branded residential developments nationwide, followed by the United Kingdom and Spain. Turkey also boasts the largest pipeline of future projects, with Portugal, Greece, and Spain following closely behind. Read more about the global branded residences hotspots.
The combined pipeline of the top ten European countries is more than double their existing projects, highlighting the sector’s rapid expansion. This acceleration suggests a maturing market where early successes have encouraged further investment and development across the continent.
While there is currently a balance between urban and resort developments across completed projects, the pipeline shows a clear shift toward resort developments.
This trend reflects the challenges in securing suitable urban development sites that meet the requirements for branded residences, including prime locations, adequate scale, and planning permissions.
Europe’s geographic advantages with Mediterranean coastlines and mountain ranges also naturally favour resort oriented developments, providing the ideal settings for luxury property investment, whether it is a primary residence or a second home.
Brand Partnerships and Development Models
Hotel branded residences dominate the European market, with 84% of existing hotel-branded residences co-located with their affiliated hotels. This trend is intensifying, with 93% of pipeline developments planned as co-located projects.
This contrasts with regions like the Middle East & Africa, where 27% of pipeline branded residences will be standalone projects.
The preference for co-location in Europe reflects buyers’ desire for immediate access to hotel amenities and services, which remain a significant selling point in the European market.
Marriott maintains its overall market leadership position in Europe, though Radisson and Accor show stronger growth in their development pipelines.
At the individual brand level, Radisson Blu leads hotel brands, particularly with condohotel developments in Eastern and Northern Europe. Six Senses has established a strong presence in alpine markets while diversifying across rural, coastal, and urban settings.
Mandarin Oriental maintains its focus on urban markets with 65% of its pipeline in cities, while simultaneously increasing its standalone projects to capture different segments of the luxury residential market.
Non Hotel Branded Residence Brands
In the non-hotel branded segment, YOO remains dominant with five additional developments planned across its brands. Elie Saab shows the strongest growth trajectory with five new developments scheduled in the coming years.
Design brands represent the majority of non-hotel branded supply, reflecting European buyers’ appreciation for distinctive architectural and interior concepts.
Unlike Miami and Dubai, European markets have been slower to adopt automotive branded residences, with only one development (Lamborghini) planned at DarGlobal’s Tierra Viva in southern Spain.
This suggests potential untapped opportunities for automotive and other lifestyle brands to enter the European market in the future.
Brand Premiums
The average brand premium in Europe reached 29% in 2024, a two percentage point increase from 2023, according to Savills’ research.
This regional premium aligns closely with the global average of 33%. The consistent premium demonstrates that European buyers continue to place significant value on the quality assurance, professional management, and lifestyle benefits that branded residences offer, even in more established and traditional real estate markets.
Branded Residences in Europe. Conclusion
As the Savills’ report highlights, the appeal to international buyers seeking professionally managed, high-end residential properties with strong brand associations remains robust.
The sector’s resilience and continued expansion, even amid changing global economic conditions, suggest that branded residences have established themselves as a permanent and increasingly significant segment of Europe’s luxury real estate market.
Europe is an important region for brands to capture market share based on its appeal to an incredibly diverse international audience, its stunning architecture and its remarkably rich history. With brands increasingly exploring real estate as a means of engaging more profoundly with their core audience, its unsurprising that this unique asset class remains on a growth trajectory. Although Europe ranks behind the Americas, Asia Pacific, and the combined regions of the Middle East and Africa in terms of total activity, its expected growth of 180% is substantial and there are still many unexplored and exciting destinations well-suited to this constantly evolving industry.
Savills Branded Residences Europe 2025 Report
- Source Information and Data Savills
- Staff Writer
- Branded Residences in Europe
- Read the full Branded Residences Europe Report
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