The branded residences concept is becoming increasingly popular in the global luxury real estate scene.
These exclusive properties combine the benefits of a private residence with the top-notch amenities offered by prestigious brands, often linked to the 5-star hospitality industry or other areas of excellence. These luxury homes are not simply accommodations, but complete living experiences, characterized by first-class comforts, thoughtful design and meticulous attention to detail, reflecting the brand identity.
What are Branded Residences?
The Luxury Real Estate Trend to Watch in 2026
They are private residences that feature the label of luxury brands, designed to meet the needs of a global clientele, so-called luxury nomads, that want to feel at home in different cities around the world without leaving out the comforts, safety and quality offered by internationally renowned brands.
The concept can be traced back nearly a century. In 1927 the Sherry-Netherland Hotel and Apartments in New York City joined forces with the famous restaurant Sherry’s. In the past decade, this trend has grown 230%, with more than 580 developments by 133 brands.
These properties are often developed in partnership with prestigious hotel franchises, such as Ritz-Carlton, Four Seasons, St. Regis, Mandarin Oriental and Six Senses. Whose names guarantee standards of excellence in design, management and service. Typically, branded residences are adjacent to hotel facilities, giving residents access to exclusive services such as 24/7 concierge, spa, starred restaurants, golf courses and property maintenance.
The 2026 Trend: Growth, Figures and Outlook for Branded Residences
In recent years, branded residences have evolved from a niche concept into one of the fastest-growing and most dynamic segments of the global luxury real estate market. The pipeline of new developments continues to expand, fuelled by collaborations between leading international brands and high-profile real estate developers.
According to the Savills Branded Residences Report, the number of active projects worldwide has increased from 764 in December 2024 to around 910 expected by the end of 2025, representing an annual growth rate of approximately +19%. Overall, the sector has almost tripled in size compared with 2015, when 323 schemes were recorded. Confirming the strength of the trend, 837 new projects are already contracted and in the pipeline through to 2032, while the total number of branded residential units has grown from around 27,000 to more than 162,000 over the past decade.
The market is also becoming increasingly global. In 2025 alone, 25 countries launched their first branded residential project, alongside the entry of 39 new hotel brands and 19 non-hotel luxury brands. The share of developments signed by fashion, automotive, and lifestyle brands continues to grow, and today, around 17% of new schemes are linked to non-hospitality brands.
According to the Knight Frank Global Branded Residence Survey, the total number of branded residential projects worldwide could exceed 1,019 by 2030, with a marked acceleration from 2023 onwards driven by the demand for branded luxury living and the premium positioning sought by developers.
Drivers Behind the 2026 Branded Residence Boom
This expansion is supported by several structural drivers, including:
- the continued growth of the global HNWI and UHNWI population;
- the search for highly personalised, hotel-style residential experiences;
- the appetite for secure, resilient, and high-perception real estate assets;
- the evolution of luxury towards wellbeing, quality of life, and lifestyle-led living.
As a result, branded residences have emerged as a distinct asset class, often commanding a premium over traditional luxury properties of a similar category. By 2026, this residential model is set to consolidate its position as one of the defining trends in global luxury real estate.
Branded Residences in 2026: Wellbeing, Location and Experience
By 2026, the concept of luxury is increasingly evolving towards wellbeing, health, and quality of life. Spa and wellness facilities, dedicated medical services, longevity programmes, personalised fitness, and environments designed to enhance mental and physical comfort are becoming central elements of residential design. The home itself is transformed into a complete wellness ecosystem.
Alongside iconic urban destinations, new lifestyle and resort locations are emerging, attracting investors who are looking for authenticity, strong cultural or environmental identity, and an exceptionally high quality of life.
At the heart of this evolution lies the idea of experience-led living. Residents benefit from 24-hour concierge, enhanced security, housekeeping, property management, and fully tailored services, ensuring that every need is anticipated and discreetly taken care of. The buyer is not simply acquiring a property, but a curated living experience.
Standalone Branded Residences: The Growing Role of Non-Hotel Luxury Brands
Not all branded residences are connected to hotel groups. An increasingly significant share of the market is made up of standalone branded residences: residential developments created in partnership with luxury lifestyle, fashion, automotive, or design brands, without an integrated hotel component.
In these projects, the brand itself becomes a powerful mark of value and distinction. It guarantees aesthetic excellence, refined design, quality standards, and strong market positioning, while translating the brand’s identity into the residential environment. The result is a collection of homes that truly embody the lifestyle and values of the brand, offering owners a highly distinctive and meaningful way of living.
Why are Branded Residences in Such High Demand?
The appeal of branded residences lies in their unique added value, combining exclusive locations and premium amenities. The formula allows owners to have a second (or third) home without dealing directly with property management.
This is a fast-growing global real estate megatrend, also confirmed by industry studies showing that the market for branded residences is expanding, with particular interest in the United States and Europe.
This is a reflection of a significant paradigm shift: while in the past luxury was associated with simple real estate ownership, today the real value lies in the combination of exclusive spaces and services, for a luxury that is no longer so tangible, but more experiential.
In Italy, this trend is further boosted by the flat tax, which attracts international investors interested in residences in cities such as Florence, Rome and Venice.
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Iconic Branded Residences around the World
A historic building in the heart of London once housed the British Secret Service – where Winston Churchill worked during World War II. It has been transformed into one of the most exclusive branded residences: The OWO Residences by Raffles. It is an ultra-exclusive residential project by the renowned luxury hotel group.
This iconic building combines luxury and history, with the presence of a Guerlain spa, starred restaurants, and five-star service providing owners with a first-class experience.
In Asia, Mandarin Oriental has created some of the most sought-after branded residences, offering owners direct access to hotel services, including concierge, restaurants and spas. The Bangkok project is one of the most significant examples of this region’s trend.
These properties go beyond the five-star luxury hotel extension, and brands from various industries are shaping their vision, signing residential towers that embody their distinctive values.
The restaurant world has also come into the game, with Major Food Group (MFG), famous for restaurants such as Carbone and Sadelle’s, developing Villa Miami. The interiors, curated by Vicky Charles, former design director of Soho House, reflect a sophisticated style that has already graced the homes of celebrities such as Mila Kunis and the Beckham family.
“To say this is a natural evolution is an understatement.” – Jeff Zalaznick (MFG co-founder) tells Forbes – “We create worlds where every element is executed with an unparalleled sense of luxury and skill, down to the most minute detail.”
Wellness, Design and Prestige Beyond Luxury Homes
Branded residences are more than just places to live; they provide comprehensive experiences, combining exceptional services with exclusive benefits.
Six Senses branded residences are a prime example of how luxury can be expressed in all forms. Their projects combine sustainability, wellness and exclusive luxury, with residences integrated with upscale resorts, offering personalized services, wellness and refined design. All typical elements of their brand identity.
For example, Six Senses Malolo Island, located on a private island in Fiji, offers a living experience in a tropical paradise setting. With residences featuring private pools, spas, and outdoor and indoor spaces designed to blend in with the surrounding nature while respecting an eco-conscious design.
Luxury Brands Invest in High-Class Hotellerie
Iconic luxury labels are redefining living through innovative branded residence projects: here are some of the most extraordinary examples.
The Porsche Design Tower in Miami is a luxurious tower with an integrated car elevator system that allows residents to park directly on their apartment floor. This project marked a turning point, leading the way for the subsequent Porsche Design Tower Bangkok.
The Bentley car manufacturer has also launched a spectacular project in Sunny Isles Beach, Florida. Bentley Residences are distinguished by elegant design and the integration of unique features such as private vehicle elevators, meticulously landscaped living spaces and breathtaking ocean views.
The Armani/Casa Residences, designed in collaboration with César Pelli, are another example of the growing involvement of non-hotel luxury brands in the residential sector. So are the Aston Martin Residences Miami, an extra-luxury condominium project created in collaboration with G&G Business Developments, or the Lamborghini Mansions, in Dubai Hills.
Fendi and Missoni have also decided to invest in the sector, with Epic Marbella by Fendi Casa on the Golden Mile of the Costa del Sol in Spain and Missoni Baia in Miami.
These projects demonstrate how luxury brands are revolutionizing the concept of living, creating properties that embody style, quality and exclusive amenities, responding to a growing demand for distinctive and prestigious properties.
Branded Residences: Where Lifestyle Meets Investment
As the market for branded residences continues to expand, these properties are becoming increasingly appealing to investors looking to combine an exclusive lifestyle with financial opportunities. Found in prestigious locations, they offer an attractive blend of luxury amenities, iconic settings, and exceptional real estate value.
Investing in branded residences has a dual benefit. On the one hand, these properties increase their value over time, offering a return on investment. On the other hand, investors can earn steady income streams by renting out properties in the short-term luxury rental market.
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With their unique combination of lifestyle and investment, branded residences are a smart choice for those seeking stability and rewards in luxury real estate.
Branded Residences are Transforming Luxury Living
Branded residences have transformed the way buyers and investors engage with homeownership. This luxury real estate category delivers more than just a residence – it offers a lifestyle and a sense of belonging.
Every aspect of a branded residence, from design to amenities, is carefully and thoughtfully crafted to meet the expectations of a sophisticated clientele, which often includes HNWIs (learn more about the luxury residences of the super-rich).
These prestigious properties appeal to a target audience that appreciates beautiful surroundings and the promise of a lifestyle that embodies exclusivity and elegance.
By selecting a branded residence, owners choose to invest in a lifestyle. These properties offer unique perks, amenities and an enduring sense of prestige, making them a worthy addition to any luxury portfolio. With a market expecting rapid growth, they are redefining the concept of luxury living.
What will be the future of branded residences? How will they continue to shape the global luxury real estate industry?
At the moment, they certainly stand as a pillar of a new status symbol, allowing those who enter the circuit to become a part of a global elite. Real estate reflects a sophisticated lifestyle, a symbol of prestige. In addition, more and more projects are incorporating green technologies and eco-friendly solutions to meet the growing demand for eco-luxury. An approach that not only enhances the value of the property but also reflects the ethical and environmental priorities of modern investors.
Branded residences, therefore, are not just a property investment, but an access to a distinctive lifestyle that combines luxury, exclusivity and sustainability.
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