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Market review

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Until recently, branded residences were seen as an exclusive format available only in megacities and financial centers. Today, they are also rapidly taking over resort destinations, and Phuket is becoming one of the main flagships of this growth. According to Knight Frank, since 2010, the number of branded projects in the world has almost tripled, reaching more than 690 by 2023. Asia is in the lead, with 48% of all new launches concentrated here. In 2024, Thailand accounted for 17% of all new branded projects in the Asia-Pacific region — and this share continues to increase.

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This trend is due to stable demand from international buyers and increasingly high expectations regarding the quality of real estate. According to Savills, customers are willing to overpay an average of 25 to 35% for a project related to a well-known international brand, and in tourist regions, the premium can reach 40%. This is due to a combination of factors: brand trust, transparent management, high level of service and investment stability.

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About the concept

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The essence of the branded residence concept is the developer's partnership with a well-known international company — a hotel company (Four Seasons, Marriott, Accor, Hyatt), a designer company (Armani, Bvlgari), an automotive company (Porsche, Bentley) or a jewelry company (De Grisogono). Such an alliance provides not only a high level of architecture and design, but also service standards comparable to a five-star hotel. Buying such a property is becoming part of a certain lifestyle — and at the same time a reliable long-term investment tool.

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Some of the most successful projects are already iconic: Bvlgari Residences in Dubai, Armani/Casa in Miami Fendi Château in Bahía Blanca Aston Martin Residences et Porsche Design Tower in Miami Bentley Residences on the Atlantic coast. In Asia, a vivid example is Porsche Design Tower in Bangkok — the first automotive brand project in the region in the residential real estate segment. It combines unique architecture, innovative engineering solutions and Porsche's corporate identity, attracting the attention of world-renowned investors and collectors.

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Benefits of branded residences

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According to Colliers, branded residences in Asia provide 30— 40% higher resale prices and have a 10— 20% higher rental occupancy rate than conventional residential complexes in the same locations. Such properties are easier to rent, retain value longer, and the management system usually includes reception, cleaning, maintenance, marketing and reporting — which is especially important for owners living in other countries.

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In Southeast Asia, interest in such projects is growing particularly fast. Knight Frank notes that Thailand is one of the five countries with the largest number of branded projects under development. The reasons are obvious: a growing rental market, attractive taxation, political stability and a high quality of life. Buyers, especially from Asia and Europe, are increasingly considering Thailand not only as a holiday destination, but also as a long-term investment destination.

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Phuket Market

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Phuket is becoming a natural continuation of this trend. Brands such as Mövenpick, Wyndham, Angsana et Andara, and several more projects from major international operators are expected to be launched in the next two years, including Hyatt Centric, InterContinental Residences, MGallery and others. Such complexes are created with a view to a second home, but at the same time provide all the conditions for year-round rent and a stable income.

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What are the key benefits of this approach? First of all, reputation. A well-known brand means quality standards that are understandable to customers from any country. Secondly, convenience: property management is fully undertaken by the hotel operator. Thirdly, investment stability: branded residences maintain their value better and are less sensitive to market fluctuations.

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Finally, the emotional capital factor should not be underestimated. For many wealthy customers, the brand is becoming part of their identity. As the owner of a luxury car or a watch of a particular brand, the owner of a branded residence invests not only in square meters, but also in status, aesthetics and lifestyle. This is a purchase that speaks to taste, level of ambition and global thinking.

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Thus, a branded residence is not just a trend, but a new understanding of premium real estate. In the face of increasing competition, increasing requirements for the quality of life and the transparency of service, such facilities are becoming more and more popular. And Phuket, as one of the leading resort markets in the region, is central to this process.

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