In 2025, the branded residences sector has seen explosive growth, up almost 20% from 2024, with new project launches at unprecedented levels. Over 20 countries welcomed their first branded residential developments, 50+ new brands entered, standalone developments became the norm, non-hospitality brands increased their market share, and premium economy & midscale segments began attracting a new buyer profile.
In this article, we go behind the headline numbers to examine what’s driving this segment of luxury real estate and where it’s heading in 2026. We also share insights from two of the leading voices in the branded residences sector: Riyan Itani and Chris Graham.
Branded Residences in 2025 – Growth & The Numbers
This year, it has felt like we’ve been reporting on new developments almost every day, and at times, multiple launches around the globe on the same day. The same can be said for new brands entering the sector.
In late October at the Branded Residences Forum, Riyan Itani, Director and founder of specialist branded residences advisory Global Branded Residences (GBR), presented the latest data for both completed and pipeline projects. Such is the speed of growth in the sector that an additional 40 projects have been announced in just two months since that presentation, a clear testament to the sector’s explosive momentum in 2025.
As of December 2025, completed and operational developments now total 900+ globally, with an additional 950+ in the pipeline.
“2025 has been the year of branded residences…What was already a fast-growing sector didn’t just continue this year – it accelerated. I have tracked this market for years and its growth, diversification, and global adoption doesn’t stop to amaze me. Back in 2015 we saw around 320 completed projects globally by year-end – at the end of year 2025 completed projects are pushing past 900 globally, with up to 950 in sight”
Riyan Itani, ISHC Founder and Director GLOBAL BRANDED RESIDENCES
The Luxury Hotel Brands That Continue To Dominate
With their multi-brand portfolios, Marriott and Accor continue to lead the sector with hundreds of schemes, both operational and under development. Their global reach this year has been remarkable.
On an individual upper-tier brand level, Four Seasons, The Ritz-Carlton, and St. Regis lead the rankings, while Aman, Fairmont, Waldorf Astoria, W, and Mandarin Oriental have expanded their global footprint throughout the year
The Strongest Performing Non-Hospitality Brands
Without a doubt, the strongest non-hospitality brand performers in 2025 have been ELIE SAAB and Nobu, with both brands adding significant projects to their growing portfolios.
Nobu brought the first ever branded residences to the Netherlands and unveiled a stunning landmark in the heart of Manchester, home to a hotel, restaurant, and the UK’s first Nobu-branded residences.
Meanwhile, ELIE SAAB added projects around the globe, including developments in the Swiss Alps and Maldives, as well as the first branded residences in Azerbaijan.
Globally, YOO by Starck, TRUMP, and Pininfarina lead overall when considering both pipeline and completed projects. However, it is clear that both Nobu and ELIE SAAB were on a significant growth trajectory drive in 2025.
Branded Residences Hotspots
When it comes to branded residences hotspots, the top 10 hasn’t really changed from 2024 for completed projects, but Cairo has joined the big league with a strong pipeline of 15 projects, and Bangkok has seen a strong pipeline of launches in the past 2-3 weeks. Riyadh and Jeddah whilst not in the top 10 have seen explosive growth in 2025, and this is likely to extend into 2026 and beyond.
For completed and pipeline combined Dubai, South Florida and New York remain the top 3.
- Dubai – 64 completed | 87 pipeline
- South Florida (Miami & Fort Lauderdale) – 46 completed | 55 pipeline
- New York – 32 completed | 4 pipeline
São Paulo, Cairo, Riviera Maya, Phuket, London, Ras Al Khaimah, Los Cabos and Bangkok remain very strong for both completed and pipeline.
The Brand Explosion
The sheer growth in the number of brands now active in the sector shows how remarkably brand-diverse it has become. From single-site operators to major global hospitality groups, from midscale to luxury, the range now spans multiple sectors including F&B, fashion, automotive, publishing, jewellery, and even sparkling wine!!
In late 2024, Chris Graham of Graham Associates launched the first edition of Branded Residences: A Compendium, a comprehensive snapshot of 200 brands working in the sector. Within a month, this report required a “Stop The Press” addition, adding more brands that had entered the sector. As we sit in 2025, a further 50+ brands will now need to be added to that list.
While hotel brands continue to lead the sector, there is a shift is underway. Their share of 2025 launches has dropped considerably below the dominance they’ve historically held in the global pipeline. Lifestyle, fashion, automotive, design, and sports brands have gained substantial ground
Established non-hospitality brands such as ELIE SAAB, Nobu, Armani, YOO by Starck, Pininfarina, and Karl Lagerfeld have all enjoyed increased market share. Meanwhile, Mouawad, Mansory, Henge, Maison Margiela, Brabus, Chelsea FC, and Bottega Gold have entered the sector for the first time this year.
In total, 58 new brands have joined the branded residences market in 2025—39 hotel brands and 19 non-hotel brands
Brands are evolving just as fast. Hotel brands still lead, but their share of 2025 launches dropped well below the 76% dominance seen in the global pipeline at the end of 2024. In their place, lifestyle, fashion, automotive, design, and sports brands claimed real ground. Mansory, Maison Margiela, BRABUS, Bottega Gold, Cheval Blanc, and Chelsea FC aren’t experimenting – they’re entering this market with intent.
Riyan Itani, ISHC Founder and Director GLOBAL BRANDED RESIDENCES
The Growth of Standalone – Hotels Become Optional
The growth of standalone branded residences (residential-only developments under a hotel brand name) may represent the biggest structural shift of 2025, signaling what’s to come for 2026 and beyond.
While this model has existed previously, it has become increasingly popular. In 2025, standalone projects have emerged as a key growth driver for almost every hotel group involved in the branded residences sector.
For developers, standalone projects eliminate much of the operational complexity and capital requirements associated with managing hotel operations alongside residential units. Construction timelines also shorten without the need to coordinate dual-use facilities, and financing becomes more straightforward when focused on a single asset class. Risk profiles improve significantly, as residential sales provide more predictable revenue streams compared to the volatility of hotel occupancy rates.
The model also enables smaller urban schemes, particularly in European cities where limited footprints make co-located hotels unviable
Branded Communities & Even a Branded City
Branded residential developments are also becoming bigger and bolder, with complete communities now being built.
In November, Mira Developments announced Mira Coral Bay, the world’s first luxury waterfront community created in partnership with 14 globally renowned brands on the picturesque shores of Ras Al Khaimah. The project brings together five-star hotels, beach clubs, fine-dining restaurants, and a mix of apartments, townhouses, and villas, all connected by a shared podium with parking and an art gallery.
Every building will be fully furnished by a luxury brand, featuring hotel-style services and move-in-ready interiors that showcase premium materials, generous layouts, and signature design touches.
The world’s first branded city was also announced in December. In a landmark collaboration uniting the global real estate and luxury automotive industries, Binghatti Developers, Dubai’s largest and fastest-growing property developer, and Mercedes-Benz, the world-renowned luxury automotive brand, announced the launch of Mercedes-Benz Places—Binghatti City, the world’s first Mercedes-Benz branded city.
Located in the Meydan area and spanning more than 10 million square feet, Mercedes-Benz Places—Binghatti City is set to become one of Dubai’s most ambitious urban developments. Conceived as a multi-tower branded city, the master plan integrates an exclusive collection of Mercedes-Benz branded residential towers within a cohesive and future-ready urban ecosystem
Branded Residences in 2025 & 2026 & What The Experts Say
In 2025, the branded residences sector has continued to surpass expectations, with a multitude of new projects announced in wide-reaching global locations, and dozens of new brands entering the sector. We’ve even just seen the world’s first branded city announced
I can only see this trajectory accelerating in 2026, not least with the enormous opportunities offered in several fast-growing segments of the market such as standalone, wellness, senior living, and especially upscale/midscale. This in turn will have a snowball effect, attracting more new brands into the sector and building further momentum.
Chris Graham, MD of Graham Associates and author of the industry’s leading reports on branded residences.
Looking at 2025 alone, the picture gains even more power, with nearly 170 new launches in a single year, delivering around 25,000 new branded homes. This isn’t hype – it’s scale in action. The geography tells the story immediately. MENA and CALA drove regional momentum, while the UAE and the US stood firmly out in front at the country level.
But the real story was expansion, powered by fresh pipeline activity. Spain, Saudi Arabia, Portugal, Mexico, India, and Brazil all stepped up in 2025, capitalising on the top 10 pipeline positions many of them held by the end of 2024.
This market isn’t slowing down – it’s compounding. What excites me most, though, is how clearly global adoption is now playing out. 2025 saw a wave of emerging markets move more decisively into the space – from Serbia, Croatia, and Romania to Cyprus, the Maldives, Malaysia, the Philippines, Argentina, Aruba & Barbuda, and Cabo Verde – all claiming their place in the sector.
And for the first time ever, branded residences officially landed in the Netherlands, with Nobu leading the way…another milestone in a market that’s already global.
Riyan Itani, ISHC Founder and Director GLOBAL BRANDED RESIDENCES
What To Expect from BRESI in 2026
In 2026, we will continue to be the most comprehensive branded residences news resource and the go-to luxury marketplace for advertising branded residences for sale and to rent. New strategic partnerships will cement our position not only as the first to launch in the industry, but as the world’s leading global branded residences hub. We haven’t just jumped onto a trend, we have genuine knowledge and passion for this sector, with 15 years real world experience of working in it.
Driving Results for Our Advertisers
Our commitment to generating high-quality leads for developers, agencies, and property owners remains our top priority. Through targeted marketing campaigns, enhanced SEO strategies, and expanded social media presence, we’ll continue to connect luxury branded real estate with qualified buyers and renters worldwide. Our advertising packages are designed to maximize visibility and deliver measurable results for every listing.
Platform Innovation and Development
We’re continuously evolving our platform to provide the best user experience for both property seekers and advertisers. In 2026, expect new features that enhance property discovery and marketing tools that help our advertisers showcase their branded residences even more effectively.
Expanding Our Branded Residences Advisory Services
We’ll be deepening our partnerships with the industry’s most respected advisory firms to offer enhanced services in brand strategy, market research, and owner representation. Whether you’re a developer exploring brand partnerships or an investor evaluating opportunities, our expert network will provide the insights you need to make informed decisions.
Enhanced Market Intelligence
Our news hub will continue to deliver exclusive interviews with industry leaders, real-time project launches, and in-depth market analysis. Expect more expert voices, detailed trend reports, and comprehensive coverage of both hotel-branded and non-hospitality branded real estate sectors worldwide.
Growing Our Global Reach
With featured cities spanning Bangkok to Miami and London, and regional coverage across Europe, the Middle East, and Southeast Asia, we’ll be expanding our geographic footprint to cover every branded residence hotspot. Our platform will showcase an even broader selection of properties, from ultra-exclusive mansions to move-in-ready resales and investment opportunities with guaranteed returns.
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Cover Image: Faena Residences Wadi Safar. A distinctive vision of five-star hotel luxury and bespoke residential living.Image Courtesy of Diriyah Company All Rights Reserved
