What is a branded residence?

A branded residence is a privately-owned home, typically a condominium or villa, affiliated with a recognized hotel, fashion, design, or lifestyle brand. The brand provides design language, service standards, and operational infrastructure to the property in exchange for licensing and management fees.

How much premium do branded residences command over non-branded properties?

The Savills Branded Residences Report 25/26 puts the global average premium at 33%. Urban markets average around 30%, resorts around 39%. In Miami specifically, premiums range from 30% to over 90% depending on brand strength.

Do branded residences hold their value on resale?

The data is bifurcated. In Miami, 68% of branded residence resales matched or exceeded pre-construction pricing in 2021–2025, while 20% sold below. Brand permanence, location, and developer track record drive resale outcomes far more than the brand name alone.

Which is the largest branded residence brand globally?

Marriott International is the largest parent group with approximately 190 branded residence projects open or in the pipeline across its 14 hotel brands. Among individual brands, Ritz-Carlton and Four Seasons jointly lead with roughly 70 projects each targeted by end of 2026.

What is a standalone branded residence?

A standalone branded residence is a residential-only project managed under a hotel or lifestyle brand, without an attached operating hotel. The model has accelerated significantly in 2025–2026 because it eliminates hotel operational complexity for the developer and offers residents greater privacy than hotel-attached models.

Are branded residences a good investment for international buyers?

For cross-border buyers seeking operational confidence at distance, predictable resale liquidity, and amenity-rich product, branded residences offer a structurally compelling proposition. The risks, brand permanence, elevated HOA stacks, and outsized variance in emerging markets, must be priced into any underwriting alongside the headline premium.

Branded Residences in 2026: Why the World's Wealthiest Buyers Pay a 33% Premium

The fastest-growing category in luxury real estate is no accident, and the premium isn't only about the logo.

Published on: April 27, 2026

Quick answer: Branded residences are the fastest-growing segment of luxury real estate, the Savills Branded Residences Report 25/26 logs 240 new projects across 100 markets in 2024 alone, with total scheme count expected to nearly double from around 580 open schemes in 2021 to over 900 by year-end 2026. The global average price premium over a comparable non-branded unit is 33% (around 30% urban, 39% resort, and 30–90%+ in Miami depending on brand). The premium is repaid by operational confidence at distance, rental-program infrastructure, and resale liquidity, but it is not universal: in a 2021–2025 Miami sample, 68% of resales matched or beat pre-construction pricing while 20% sold below, so brand permanence, location, and developer track record matter more than the logo, and the elevated HOA/management stack must be priced into yield.

In Miami, an Aman Residence sells for roughly 90% more per square foot than a comparable non-branded luxury condo a few blocks away. In Dubai, the W Residences sold out in 30 days. In Tokyo, Aman launched a standalone residential project two miles from its hotel. In London, the Whiteley unveiled 139 Six Senses-managed residences with a private indoor pool exclusive to owners.

These are not marketing campaigns. They are data points in what has quietly become the fastest-growing segment of luxury real estate.

According to the Savills Branded Residences Report 25/26, the global branded residences sector added 240 new projects across 100 markets in 2024 alone. Total scheme count is expected to nearly double from around 580 open schemes in 2021 to over 900 by year-end 2026. The category has compounded at 11–16% CAGR since 2000. Four Seasons' branded residences division alone generated