Branded Residences Forum a key event at Future Hospitality Summit, returns to FHS World this October with a new identity as FHS Living. On 1 October, the forum will expand beyond branded residences to cover a broader range of living asset classes.
Branded Residences will remain at the core, but will now sit alongside Student Accommodation, Senior Living, Serviced Living, Co-living, Shared Ownership, Club Concepts and Mixed-use as part of one platform.
Ahead of the event, Jason Payne, CEO & Founder of BRESI, is speaking with the sponsors, partners and leading personalities who make these events so successful. Together they’re exploring the key factors driving market growth, emerging opportunities, and the challenges facing the branded residences industry in 2026 and beyond.
Introducing: Elie Milky, Chief Development Officer for the Middle East, Northeast Africa, Greece, and Cyprus Radisson Hotel Group
Elie discusses what it takes to deliver a successful branded residences development, from choosing the right brand and planning for operational performance to understanding changing buyer expectations and the importance of the the long-term ownership experience.
JP: Branded Residences Form (BRF) is rebranding to FHS Living. What do you think bringing these different living sectors together could bring to the industry, and where do you see the biggest opportunities?
EM: Bringing these sectors together reflects how people increasingly think about living. The traditional boundaries between hospitality, residential real estate, work and lifestyle are becoming less defined. Residents now expect greater flexibility, stronger service, a sense of community and experiences that support different stages of life.
FHS Living can create valuable dialogue between developers, operators, investors and specialists who may previously have worked within separate asset classes. The biggest opportunity lies in mixed-use destinations where hospitality, branded residences and other living concepts complement one another.
When planned around a clear understanding of the end user, these combinations can diversify demand, strengthen the overall destination and create more resilient, long-term value.
JP: Do you expect the branded residences sector to become more concentrated around established brands, or do you see greater opportunities for new brands and emerging concepts?
EM: I expect established brands to remain important because buyers and developers value trust, operational expertise and access to international commercial platforms. A recognised brand can provide reassurance around quality, service and the long-term management of the residence.
At the same time, the sector will not be limited to a small group of established players. There is room for new brands and concepts that offer a distinctive identity and respond to specific lifestyles or communities.
The strongest opportunities will belong to brands that can clearly define their proposition and deliver it consistently. Recognition may attract initial interest, but long-term success depends on the quality of the product, operations and resident experience.
JP: Are there any areas where you think the industry is falling short of buyer expectations?
EM: In some projects, the focus remains too heavily on the initial sale rather than the experience that follows. Buyers may be attracted by the brand, architecture and location, but their lasting satisfaction depends on service delivery, operational consistency, transparent fees and how well the property is maintained over time.
The industry can also improve how it communicates what the brand genuinely adds to the residence. Buyers need clarity about the services, privileges and lifestyle they will receive, as well as which elements may carry additional costs.
A successful branded residence is not simply a premium real estate product with a name attached. It requires a long-term operational commitment that protects both the resident experience and the value of the asset.
JP: Are there any changes in consumer behaviour outside of real estate and hospitality that you think could influence what buyers will expect from branded residences in the future?
EM: Consumer expectations are increasingly shaped by experiences outside hospitality and real estate. People have become accustomed to personalised digital services, immediate access to information and the ability to manage different aspects of their lives through a single platform. Buyers will expect the same simplicity and responsiveness from their residences.
We also see a stronger focus on wellbeing, sustainability, privacy and belonging. People want homes that support how they live and work, while also connecting them to a community when they choose. Branded residences will need to combine intuitive technology with genuine human service.
The objective should not be technology for its own sake, but a more convenient, personalised and seamless living experience.
JP: What do you think developers most often underestimate when planning a branded residences project?
EM: Developers often underestimate the importance of involving the operator and brand early enough in the planning process. Decisions about unit mix, back-of-house areas, shared amenities, circulation, services and the relationship between the hotel and residences can have a lasting effect on operational efficiency and the resident experience.
They may also underestimate the level of discipline required to deliver the brand promise after the residences have been sold. A successful project needs the right location and design, but it also requires a viable service model, appropriate fees and a clear understanding of the target buyer.
The strongest projects are shaped around how residents will live in the development every day, not only around how the residences will be marketed at launch.
JP: What has working in the branded residences sector taught you that you did not expect when you first entered it?
EM: One of the most valuable lessons has been that branded residences are fundamentally long-term relationships. A hotel guest may stay for several nights, while a residence owner engages with the brand, the property and its management for many years. That creates a different level of responsibility and requires continuous communication, trust and consistency.
I have also learned how important it is to balance several perspectives from the beginning. The developer, investor, operator and buyer may each define success differently.
The best projects bring those interests together through a clear shared vision. When that alignment is established early, branded residences can create lasting value for owners while building meaningful, long-term relationships between residents and the brand.
About Elie Milky
Elie Milky is the Chief Development Officer for the Middle East, Northeast Africa, Greece, and Cyprus at Radisson Hotel Group, where he leads the Group’s strategic expansion and drives the growth of its diverse brand portfolio across key markets.
His role covers development and conversions for all of Radisson’s core brands, including Prize by Radisson, Park Inn by Radisson, Radisson, Radisson Individuals, Radisson RED, Radisson Blu, art’otel, and Radisson Collection.
Elie was recently promoted to this expanded role following a successful 15-year journey with Radisson Hotel Group, where he joined in 2010 as Business Development Manager. Since then, he has become a driving force behind the company’s growth in the region, signing iconic deals, forging long-term relationships with key owners, and helping launch new brand propositions across diverse markets.
Discover development opportunities with Radisson Hotel Group
About FHS World and FHS Living
FHS World is happening at Madinat Jumeirah in Dubai, 29 September to 1 October 2026, under the theme “Reinvest in our Future”. FHS Living (formerly the Branded Residences Forum) is held within the summit, on the afternoon of 1 October.
Event Overview
- Dates: September 29 – October 1, 2026
- Location: Madinat Jumeirah Conference & Events Centre, Dubai, UAE
- Theme: Reinvest in Our Future
- Key Focus: Hospitality investment, branded residences, living sectors, sustainability, innovation, and experiential travel.
Register your interest and secure your pass for FHS World 2026 and FHS Living HERE
BRESI is the world’s first dedicated global gateway for the branded residences industry, connecting buyers, property developers and brands across every major market. The platform provides a developer-focused global marketplace, comprehensive news media and a strategic partner network of the leading advisory companies in the sector, creating a complete branded residences ecosystem.
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