The global branded residences sector is entering a period of rapid expansion, with the number of completed projects expected to almost double by the end of the decade as demand for luxury, service-led living continues to grow.
There are currently around 740 completed branded residential developments worldwide, but forecasts suggest a further 790 projects will be delivered by 2031. That near-100 per cent increase underlines the strength of appetite for homes backed by globally recognised brands, particularly those offering hotel-style amenities and lifestyle services.
The sector is now active across 100 countries, with several new territories expected to come online over the coming years, including Romania, Tanzania and others, as developers push beyond established luxury markets in search of growth.
Shifting regional balance
North America, once the dominant force in branded residences, is gradually losing market share. Having accounted for around half of all projects before 2015, it is expected to represent just 25 per cent of the global market by 2031 as growth accelerates elsewhere.
The Middle East and Africa are forecast to be the fastest-growing regions, with project numbers expected to rise by more than 270 per cent over the next seven years. This reflects strong demand from international investors, population growth, and the continued appeal of branded lifestyle developments in emerging luxury hubs.
Asia Pacific is also on a steep upward trajectory and is widely expected to rival, and ultimately surpass, North America as the world’s leading branded residences market within the next 12 years. Vietnam and Thailand currently lead the region, recording combined annual growth of around 10 per cent. Japan and South Korea are emerging rapidly, posting combined growth rates of roughly 50 per cent a year as international brands expand into these markets.
Dubai remains the global epicentre
Dubai continues to dominate as the world’s most active branded residences market, maintaining its position as the sector’s undisputed global hub. The city is followed by established luxury markets including Miami and New York, as well as resort-led destinations such as Phuket and major global cities like London.
These locations combine international demand, strong investor confidence and the infrastructure required to support high-end residential developments with premium services.
Brands driving the sector
Hotel groups remain the driving force behind the branded residences market, accounting for 81 per cent of all projects globally. Two-thirds of these hotel-backed developments sit firmly in the luxury segment, reflecting buyers’ willingness to pay a premium for brand assurance, service quality and long-term asset value.
Marriott International has led the sector since 2002 and remains the largest operator by number of projects. It is followed by Accor, Four Seasons and Hilton. Among individual hotel brands, The Ritz-Carlton ranks as the most prolific in branded residences, ahead of Four Seasons, St. Regis and Rosewood.
Non-hotel brands are also gaining traction. YOO remains the leading non-hotel name in the space, and non-hotel branded projects are expected to grow their share of the market from 19 per cent to 21 per cent by the end of 2024.
Asia poised to lead the next phase
Looking further ahead, Asia Pacific is expected to be the engine of long-term growth. Vietnam, Thailand, India and China are forecast to contribute the largest share of new projects over the coming decade, supported by rising wealth, urbanisation and growing demand for premium residential offerings linked to lifestyle brands.
As developers and investors continue to chase scale and resilience, the branded residences market appears set for sustained expansion. With luxury living, hospitality-grade services and global brand recognition at its core, the sector is increasingly seen as a safe and attractive proposition in an uncertain global property landscape.
