Branded residences have become one of the most dynamic and prestigious segments of the global luxury property market. These developments, created in partnership with world-renowned brands, offer buyers a unique combination of five-star hospitality, superior amenities, and prime locations.
From iconic hotel chains such as Four Seasons and Ritz-Carlton to high-end fashion and automotive brands like Armani and Aston Martin, branded residences deliver a new level of exclusivity and prestige.
As of 2024, the global branded residences market had around 740 completed projects, with a further 790 developments expected by 2031, bringing the total estimated value to approximately USD 740 billion. In Asia, the market was valued at about USD 26.6 billion in 2024, with 68,001 units and a compound annual growth rate of 11% from 2020. Within Asia, Thailand leads the market with a 23.3% share, followed by the Philippines at 17.3% and South Korea at 11.6%, while emerging markets such as Malaysia, India, and Vietnam collectively account for 24.5%. In Bangkok, branded residences in urban projects average USD 8,323/m², while resort-style properties average USD 4,614/m². Notably, Porsche Design Tower Bangkok commands the highest price at up to USD 27,000/m².
What Is A Branded Residence?
The concept of branded residence first emerged in the 1920s with The Sherry-Netherland in New York. However, it wasn't until the late 20th century that it evolved into a global trend. Branded residences combine the best aspects of luxury properties and world-class hospitality. These properties are developed in collaboration with renowned brands, leveraging their reputation, design expertise, and service excellence. They typically offer full access to hotel-style amenities such as concierge services, private chefs, spas, and security, making them especially attractive to high-net-worth individuals. Today, major hotel brands like Four Seasons, St. Regis, and Mandarin Oriental dominate the market, while non-hotel luxury brands such as fashion house Versace or automotive brand Porsche are also entering the field.
The Appeal of Branded Residence
Owning a residence affiliated with a prestigious global brand brings a sense of status and exclusivity. Buyers trust the high construction and design standards associated with these developments. Branded residences offer a hassle-free lifestyle, eliminating concerns over design or maintenance. Units are usually furnished with luxurious interiors and supported by services such as housekeeping, in-home dining, personal butlers, and hotel-grade amenities.
These properties are often located in major urban centres, iconic resort destinations, or private islands. They feature distinctive architectural design, stunning views, and prime locations – be it beachfront, riverfront, or near cultural and financial hubs.
Branded residences tend to retain value better than standard luxury properties, thanks to professional management by world-renowned brands. This ensures long-term asset stability and high resale potential. Especially in an era when affluent buyers prioritise security, branded residences offer 24/7 surveillance, private entrances, and state-of-the-art safety systems, providing complete peace of mind.
Key Trends in the Branded Residences Market
While North America and Europe have long led the market, branded residences are now rapidly growing in emerging regions such as the Middle East, Asia, and Latin America. Cities like Dubai, Bangkok, and São Paulo are becoming luxury development hotspots. Initially dominated by hotel brands, the market is now seeing non-hotel luxury names such as Armani, Baccarat, Bentley, and Bugatti, making their mark with distinct design identities.
Today’s high-end buyers seek unique and personalised living spaces. Many current projects offer customisable layouts, interior design options, and smart home technology. Sustainability has also become a major factor, with newer developments using eco-friendly materials, energy-efficient design, and wellness-focused living spaces. Notably, as remote work continues to rise, flexible ownership models are emerging. These allow owners to generate rental income through hotel-managed programs, blending lifestyle benefits with investment returns.
Outlook for Branded Residences in Vietnam
Branded residences are expected to grow strongly, with more global brands entering emerging markets such as Southeast Asia, particularly Vietnam. Trends such as AI-driven asset management and wellness-centred living will become increasingly popular. Additionally, partnerships between luxury brands and tech firms may give rise to fully automated smart homes.
In Vietnam, the branded residence sector is gradually gaining traction thanks to rising demand from affluent buyers, a robust economy, and strong foreign investment. The flourishing tourism and hospitality industry also paves the way for international hotel brands to expand into branded residences. Major names like Four Seasons, Ritz-Carlton, and Marriott have already entered the market, focusing on key cities like Ho Chi Minh City and Hanoi, as well as coastal destinations like Da Nang and Phu Quoc. Two notable urban branded residence projects are The Grand Hanoi – The Ritz-Carlton Residences and Grand Marina Saigon – JW Marriott Residences, with prices ranging from USD 15,000 to USD 25,000/m².
Branded residences are typically priced 20% higher than standard luxury real estate. Buyers should carefully assess the true value of the brand and accompanying services. If a brand loses prestige or suffers from poor management, property values may decline. Furthermore, high operating and maintenance costs are important considerations. While these properties tend to retain value, they can take longer to resell due to their niche market positioning. Finally, evolving regulations regarding foreign homeownership and property laws may influence market attractiveness.
In summary, branded residences represent the pinnacle of luxury living, offering a perfect blend of iconic branding, professional service, and high-end real estate. Despite the premium prices, these developments continue to attract affluent buyers thanks to their sustainable investment value and elevated lifestyle. As the number of ultra-high-net-worth individuals grows and demand for exclusive homes rises, branded residences will continue to redefine Vietnam’s luxury real estate market in the years ahead. Coastal tourism hubs will remain key areas for resort-style development, while upscale urban residences will cater to an expanding high-end clientele.
Trang Duong
Co-founder of Rubix International
Expert in hotel development and management