Branded Residences Outlook 2025-2030
Examining The Future Outlook For Branded Residences
Growth Forecast. Branded residences outlook 2025-2030. The future is bright and the future is branded.
Branded residences in 2025 are now a fully established mainstream product within the luxury real estate sector. These world class residential developments associated with the biggest names in hospitality and the finest brands in luxury, have seen a huge rise in popularity, for both real estate developers and property buyers, and the continued growth outlook, for the next 5-10 years looks to be bright.
After covering the full history of branded residences, we now dive into what’s ahead for the branded residences sector, covering market expansion, sustainability, technology, future hotspots and new brand participants.
Market Sector Snapshot
Branded Residences Global Growth
Over 115,000 branded residential homes span 750 completed projects and a similar amount in pipeline, with forecasts predicting that there could be 3000+ schemes by 2030,
In 2024 alone more than 240 projects were added, we are confident that this growth trend will continue as we wrote in our Global Outlook for 2025
Extending the timeframe into 2040, Savills and other commentators predict the market could approach 3500+ schemes globally.
Hotel branded residences, led by Marriott and followed by Accor, account for 79% of these schemes, with approximately two-thirds in the luxury segment.
The non-luxury segment is expected to grow from 25% to 36% by 2031.
Non-hospitality brands, with YOO as the leading brand, represent about 21% of schemes.
Dubai is the top city with 140 developments, followed by South Florida.
The global price premium for branded versus unbranded properties has consistently averaged around 30% over the past decade, and the sector has grown 180% from 2014-2024.
There are currently more than 200 brands active, across hospitality, fashion and automative, with a further 60 brands expected to enter the sector during the forecast period.
Market Growth
Branded Residences Outlook 2025-2030
The branded residences market is on track to see its unit numbers jump from 115,000 to over 200,000 by 2030.
Asia-Pacific is expected to lead the charge, making up 40% of new projects.
India is expected by 2028, to add 20–30 new projects in cities like Mumbai and coastal vacation spots.
Thailand’s appeal for second homes could fuel 10% annual growth in the region.
The Middle East, especially the UAE and Saudi Arabia, is another major player.
Dubai, with 140 projects currently, will continue to lead the sector and expected to grow to around 220, while Saudi Arabia’s Vision 2030, with massive projects like NEOM and AMAALA, could see 270% growth.
While Europe trails the Americas, Asia Pacific, and the combined Middle East and Africa regions in total activity, its projected 180% growth is significant.
The market is also getting more diverse, brands outside of hospitality continue to enter the market, there are around 60 non hospitality brands active in the sector, we expect an additional 50-60 new brands, from sports to tech, expected to jump in, appealing to a wider crowd, and bringing branded real estate to a whole new audience.
We have seen clear examples of this with the recent launch of Chelsea FC Residences, and we expect more sports franchise’s to enter the sector during the next 1-3 years.
Branded Residences Emerging Hotspots
New Growth Areas
The sector which is already globally established, is poised for continued overall growth, but specific destinations could see significantly stronger increases.
According to Savills, Cairo is expected to lead with the highest growth, expanding from two projects to 22 by the end of the forecast period, while The Red Sea, Niseko, and Batumi are projected to experience growth rates ranging from 500% to 850%.
Europe is seeing a boom in vacation properties, especially in Turkey, Portugal, and Greece, with 180% growth expected by 2030.
Resort destinations, especially in the Mediterranean and Caribbean, are ideal for second homes due to the convenient lock-up-and-leave nature of branded residences, and we expect this growth trend to continue.
Among sun and sea resort destinations, global hotspots like Dubai, Miami, Marbella and Phuket lead with the highest number of branded residences, comprising 14% of the resort market share, followed by Hội An, Bodrum, and Los Cabos.
We see further growth potential in these areas.
Ski resort destinations are also well-suited for branded residences, with 100 projects worldwide, and we expect these to expand along with wellness focused offerings.
The Middle East and Africa are projected to experience strong growth, increasing by 270%
Market share growth is favouring the Asia Pacific region, and based on its annual growth rate compared to North America’s, it is plausible that Asia Pacific could match North America’s market share within the next 5 to 10 years.
Meeting Buyer Demands
Sustainable Luxury Homes
Buyers increasingly want homes that are kind to the environment, and branded residences are stepping up. By 2030, 30% of projects are expected to earn green certifications like LEED or BREEAM.
The hospitality sector is increasingly prioritising sustainability, driven by the Environmental, Social, and Governance (ESG) agenda.
Unlike fleeting trends, sustainability is becoming central to hospitality and branded residence projects, balancing commercial success with environmental responsibility.
The sector, particularly luxury developments in ecologically sensitive locations, struggles with poor energy performance and waste management.
Historically, sustainability and return on investment were seen as conflicting, with developers prioritising profit over green initiatives.
However, advancements in technology is enhancing the impact of sustainable development and construction, which should encourage developers to focus high impact features rather than just “greenwashing.”
Material sourcing will be a key focus, with local and ethically sourced materials prioritised to reduce carbon footprints and enhance the projects authenticity, relevant to it’s location.
Consumer demand, will be a powerful driver of this change.
Buyers across all demographics are increasingly valuing sustainability, with eco-friendly features becoming a selling point, especially for younger generations.
While a clear “green premium” is not yet seen in the sector, properties lacking sustainable features could be harder to sell in the future.
At the luxury level, branded residences represent a lifestyle, complete with amenities, security, and prestige.
However, their environmental impact during construction and operation remains significant.
Strategic planning must balance development value with responsible design, ensuring integrity and sustainability align with market demands.
Wellness A Focus
Wellness in Branded Residences
Wellness has shifted from a luxury to a vital component of daily living, and branded residences can lead this transformation.
Modern consumers demand spaces that enhance physical, mental, and emotional well-being, pushing developers to integrate holistic health features, into residential spaces.
Basic wellness amenities, such as pools, spas, and gyms, are now standard and expected, but emerging “new core” features like yoga studios and meditation pods are now becoming essential in luxury projects.
The focus is also expanding to longevity, with residences offering spaces for biohacking practices like:
- Cryotherapy
- Red Light Therapy
- Sauna Therapy
- Meditation
- IV Vitamin Therapy
- Detox Programs
Hotel brands like Aman and Six Senses are already ahead of the their competitors when it comes to wellness focused private homes.
Artificial Intelligence (AI) enhances personalisation, adjusting lighting or recommending tailored wellness plans, though developers must balance AI’s benefits with data privacy and human connection.
Looking ahead, branded residences are expected to integrate more medical services, foster wellness focused communities, and prioritise mental health and longevity through nature integration, technology and community activities.
Challenges of wellness branded real estate, include additional high development costs, and ongoing costs for the maintenance and management of these specialised amenities, which ultimately have to be passed on to the buyer
However by addressing and overcoming these challenges, developers who meet the growing demand for health conscious living, will be in a strong position.
Creating residences that resonate with today’s wellness driven consumers should generate even higher price premiums, and faster sell out times for their projects.
Branded Residences Outlook 2025-2030
Final thoughts
The global outlook for branded residences in 2025 to 2030 is strong, and it will see continued growth, hitting a conservative figure of 1,500 projects by 2030.
Asia-Pacific, the Middle East, and specifically places like India and China, which have so much potential for incredible growth, will help drive the market forward
The branded residences market, historically dominated by luxury brands, will see more premium, and upper midscale options.
This shift will be fuelled by a new generation of buyers and a growing preference for responsible, authentic experiences from a homebuyers, looking for a more cost effective option of branded real estate.
Branded residences will no longer be for just the super wealthy.
Cost effective mid tier residences will drive a whole new market of branded residence buyers, and new brands outside of the hospitality industry, will also open up even more choice.
Expect more sports franchises to enter like Chelsea Football Club who announced a project in May 2025 (we are aware of 5 sports brands actively preparing to launch projects)
Green designs, wellness and smart tech will shape the future of luxury branded real estate, meeting the needs of buyers who care about the environment, health, and technology, and want all of this within their primary or second home.
Competition, keeping the sector fresh and tricky regulations are real challenges, but new markets and buyer groups offer plenty of room to grow.
As Chris Graham says in his branded residences report 6th edition:
“As long as the branded residential experience appeals to global buyers, with innovative developers continually raising the bar, and evolving brands that stay relevant to their audiences, the sector will continue to flourish”
Article Sources
Savills, Graham Associates, BRESI Research Team
