Imagine living in a condo with everything at your fingertips: a full suite of amenities—from coworking spaces and wellness facilities to art studios and private screening rooms—all paired with luxury hotel services and wrapped in a stunning design. That’s the allure of today’s branded residences, and it’s no surprise demand is skyrocketing.
In a post-pandemic world, “people are looking for space, but also a lifestyle experience,” says Adelina Wong Ettelson, global head of residences marketing at Mandarin Oriental, which entered the market in 2003 with its New York residences and now operates 12 such properties worldwide. “Hotel brands are entering into this business because people are looking for more than just shelter. They’re looking at a home as a reflection of themselves. It’s about the comfort and exclusivity of having this private home with all the services—the ease of living at a 5-Star hotel.”
Branded residences are also relatively insulated from economic cycles while also helping developers finance projects. “Our product is geared toward high-net-worth buyers who are less sensitive to interest rate fluctuations and are more focused on the longterm value and unique lifestyle these properties offer,” says Nick Pérez, president of the Related Group’s condominium division. “Ultimately, the demand for branded luxury properties remains high due to their exclusive nature and consistent quality.”
A rendering of the Reading Room at the forthcoming Residences at the Well Bay Harbor Islands in Miami, crafted by Meyer Davis
Indeed, over the past decade, branded residential projects have increased by more than 160 percent, according to a 2023 report by Savills, a global provider of real estate services. As of mid-2023, there were 690 completed projects, with an additional 600 slated for completion by 2030.
It’s not just major hotel players entering the market. Take veteran hotelier Liz Lambert. With the new iteration of El Cosmico opening in 2026 in Marfa, Texas, Lambert is expanding on her original vision, partnering with Bjarke Ingles Group (BIG) and 3D-printing company ICON to create the first-ever large-scale 3D-printed residences, dubbed Sunday Homes, alongside a new hotel. Not only do the homes “help underwrite the hotel,” she says, it’s a way to make people feel “like ambassadors to the community.”
Health and wellness club the Well is also entering the branded residence realm with the forthcoming Residences at the Well Bay Harbor Islands in Miami, a collaboration with local firm Arquitectonica and New York practice Meyer Davis. The ambitious project will offer 66 condominiums and almost 94,000 square feet of offices with a 17,000-square-foot wellness haven. “Our vision is fully realized here by integrating spaces where people can live, work, and play in complete wellness,” says the Well’s cofounder and creative director Kane Sarhan.
Here, we spoke with more key industry players to explore the driving forces behind this booming segment.
What buyers want
A cozy bedroom at the Four Seasons Telluride, crafted by Olson Kundig in collaboration with Clements Design
The branded residential market largely caters to those who want convenience. “They want their home to meet their every need, not only from a design perspective, but also in terms of service and amenities,” says Ramzi Achi, partner at Fort Partners, a development firm whose portfolio includes Four Seasons branded residences, with its newest locations in Coconut Grove, Florida and Telluride, Colorado, alongside partners CMC Group and Merrimac Ventures. “Luxury living today is service.”
Those services span concierge, housekeeping, in-residence dining, transportation, valet, and more, but above all, “operational efficiency is a key draw—buyers enjoy a hands-off approach, with the brand managing daily operations and services,” says Pérez of the Related Group. The Miami-headquartered development firm has nearly a dozen branded residences open or in progress, including a handful in Florida, such as the Waldorf Astoria Residences, Pompano Beach; the Ritz-Carlton Residences, Tampa; and the St. Regis Residences, Miami.
An outdoor terrace at the Four Seasons Telluride flaunts views of the mountainscape
People who own multiple homes want “so much more from where they live,” Wong Ettelson adds. “They’re busy and realize that there’s not a lot of time in their lives. They want everything to be easy, and that’s what we provide. We take care of everything.”
Another draw is having a fully furnished, high-designed space. “In the early days, there was the notion that residents wanted to customize everything inside their home, but we’ve found over time that they want everything turnkey and hassle-free,” says Tina Necrason, Montage International’s executive vice president of residential. “All our projects are now either fully furnished or have options for personalization.”
Despite the turnkey approach, buyers can still expect unparalleled luxury. For instance, the St. Regis Residences, Miami, part of Related Group’s portfolio, showcases architecture by Robert A.M. Stern Architects and interiors by Rockwell Group, blending Golden Age ocean liner elegance with modern skyscraper allure.
At the Waldorf Astoria Residences, Pompano Beach, BAMO’s design honors the brand’s rich history with signature brand elements like a Peacock Alley restaurant and a custom clock inspired by the one in the original lobby. “Our approach ensures each project not only meets the highest standards of luxury but also resonates with the timeless essence of the brand,” Pérez notes.
A spacious living room in the OWO Residences, designed by 1508 London, is anchored by a marble fireplace
Though residences carry the same design narrative as affiliated hotels, they are not identical, Necrason points out. “It feels more residential, homey, and intimate,” she says. “They have the same materials, color palettes, and design intent, but it feels different from the hotel.”
Branded residences also offer a more tailored approach, catering to residents with custom amenities. Scott Miller, regional director of North America for design firm 1508 London, which is behind the OWO Residences by Raffles in London and the Cipriani Residences Miami, says that “the intent is to provide optionality while also simplifying the process. Outside of the apartments, it is important to understand a brand’s differentiation and to curate and design a mix of amenities that reflects that brand in a meaningful way.”
Take the prayer rooms Marriott is adding to its branded properties in the Middle East, or the karaoke rooms found at the Westin Philippines. “[They’re activities] that bring people together,” says John Hearns, senior vice president of the hotel company’s residential operations, adding that his teams work with developers to ensure “we design a compelling residential experience.”
Mixed-use appeal
Textured stone walls and a neutral palette create an airy ambiance in the Four Seasons Coconut Grove lobby
For brands and developers, residential offerings come with financial advantages. “The residential components often enhance the project’s profitability and stability, making them a valuable investment opportunity for developers,” says Chris Meredith, group head of residential at Four Seasons, whose branded residence arm generated $1.2 billion in gross sales value in the first half of 2024. “Given the increasing cost of construction, especially in the luxury sector, the need for construction lending is becoming more and more prevalent. Positive pre-construction sales activity is often a trigger for developers to activate their lending facilities, and, in turn, expedite the delivery of their projects.”
Once operational, residences and hotels can share costs on services, labor, and other financials. “Most luxury hotel developments now have a residential component because that allows the developer to have funds coming from different places,” explains Dana Jacobsohn, chief development officer, U.S. luxury brands and global mixed-use at Marriott. Adds Hearns: “When the hotel is open and owners are living in the building, they provide meaningful revenue—they’re eating in the restaurants, they’re using the spa.”
Brands matter
The two-story townhouse residence at the Fairmont Century Plaza by Yabu Pushelberg
Brand association also helps drive sales. Buyers “have a lot more confidence working with brands they are familiar with and can trust in the service, which translates into property management and all facets of home ownership,” says Kappner Clark, executive vice president of marketing and sales at RLH Properties, a Mexico-based developer whose portfolio includes branded residences for Fairmont, Rosewood, and One&Only. “When the target market feels more confident, there’s more assurance the properties will sell. From a developer perspective, you want to have strong sales absorption.”
To that end, most buyers are already familiar with a brand before purchasing a residence. For instance, 95 percent of Mandarin Oriental buyers have had one or two prior experiences with the brand. Similarly, Montage reports that 60 to 70 percent of buyers are familiar with the brand before buying, and of those who aren’t, many already own a second home or branded residence.
A kitchen at the Mandarin Oriental Residences, Beverly Hills, crafted by 1508 London
“Around 75 percent of our owners decided to purchase after first experiencing Rosewood as a hotel guest,” adds Brad Berry, vice president of global residential development at Rosewood, which operates 11 branded residences with a pipeline of two dozen set to launch over the next seven years. At the Rosewood Mayakoba in Mexico, “around half of our owners decided to purchase there after vacationing at the resort.”
Brand familiarity also makes room for higher premiums, with branded residences selling at 30 to 40 percent above market comparables. Montage reports that number is almost 50 percent for owners reselling after a three-to-five-year period. It’s “oftentimes with buyers who are on a list waiting to purchase into a community in the resale market,” says Necrason.
Brands and developers describe presale periods as robust, with units typically selling out by the time the property opens. Marriott’s W Residences in Dubai, opening in 2027, for example, sold out in 30 days, while the 69 residences at the St. Regis Longboat Key Resort and Residences, launching later this month in Florida, have been sold out for at least a year. “The brand helps drive velocity of sales in a positive manner,” says Jacobsohn.
The rise of the standalone
A communal space at the Yabu Pushelberg-crafted Aman Residences, Tokyo
While many branded residences are located alongside their hotel counterparts, there is “an increased appetite from hotel brands and developers to launch standalone residences, which cater to demand for luxury primary homes,” says Rico Picenoni, head of global residential development consultancy at Savills.
Consider the recently unveiled Aman Residences, Tokyo, about two miles from its sister hotel property. The brand’s first standalone residences, the 91 apartments, designed by Yabu Pushelberg, occupy the top 11 floors of the Mori Tower. Properties are also not co-located with a hotel in RLH’s portfolio. “They’re adjacent and close, but they have their own privacy in their own sections of the property,” says Clark. “It’s important for our homeowners to feel distinguished from the hotel guests.”
This growing demand is also evident at Marriott, where there were “at times a battle for the treadmill between a hotel guest and a residence owner,” Hearns shares. “Our hotel owners and developers recognize the need to preserve and protect the hotel experience and also have a residential experience that looks aspiring for an owner.” About 25 percent of Marriott’s branded residential pipeline is standalone, including the Ritz-Carlton Residences, Boston, South Station Tower and the Lucan, Autograph Collection Residences in London, both opening next year, as well as the W Residences Dubai.
Growing destinations
SB Architects, HBA Miami, and Dutch East Design collaborated on the St. Regis Residences at Longboat Key Resort in Florida
There is an increasing demand for branded residences across the U.S., with Related Group seeing growth along Florida’s coast, where luxury neighborhoods are burgeoning. The developer currently has a pipeline of branded condominiums in Pompano Beach, featuring Waldorf Astoria’s inaugural residential project, and in Hillsboro Beach, the area’s first branded condominium with Rosewood Residences.
“We expect to see momentum continue to build in the Americas,” says Jeff Tisdall, chief business officer at Accor One Living and global head of mixed-use at Accor, which currently has nearly 50 branded residential communities across more than 25 hospitality companies globally, with more than 110 projects under development.
Dubai stands out as one of the strongest markets for branded residences, Tisdall adds. Accor has several standalone projects underway, including the Fairmont Residences Solara Tower Dubai, the SLS Residences the Palm Dubai, the Hyde Residences Dubai Hills, and the Rixos Financial Center Road Dubai Residences.
And, with its increasing domestic wealth, Asia Pacific is also booming. Savills research shows branded residences now account for 23 percent of the current global supply, with more than 150 completed projects across the region and another 150 in the pipeline.
Looking ahead
A large-scale cosmic installation hovers over the lobby of the 25hours Heimat Dubai, designed by Studio Aisslinger
“Branded residences have hit an inflection point,” says Achi, with every industry from fashion (Fendi, Armani, and Cavalli) to cars (Aston Martin, Porsche, and Bentley) and F&B (Cipriani) developing their own properties. Data collected by Savills confirms this, indicating that there will be more than 200 brands active in the sector within the next five years. “It’s not price per foot, it’s lifestyle per foot,” Necrason says. “You’re buying into something that’s unique, and people pay a premium for that.”
Photos and renderings courtesy of Accor, Aman, BIG, Douglas Friedman, Four Seasons, Grain London, Marriott, the Well, and RLH Properties
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This article originally appeared in HD’s October 2024 issue.
