The rise and rise of branded residential assets globally is inspiring a battle of the brands that can only benefit consumers.
While historically dominated by the big names in hospitality, who today flag 79 per cent of branded residential developments, according to Savills, the brand landscape for living is changing as demand expands across different buyer profiles.
“Branded residences have become a desirable, aspirational product; and with that association, increasingly accessible concepts will also arrive,” says global luxury brand and residential consultant Chris Graham.
Non-hotel brands
From fashion labels like Armani to car badges including Porsche, luxury goods dealers such as Baccarat and even magazine brand ELLE, non-hotel brands are increasingly proliferating in the space. These names are “focusing on orientating their products around experience and lifestyle, for example, creating a like-minded community with a common interest”, says Louis Keighley, head of Savills global residential development consultancy.
The non-hotel brand space is currently dominated by lifestyle leader YOO with its stable of brands. Founded in 1999 by international property entrepreneur John Hitchcox and designer Philippe Starck, YOO Studio and YOO Starck schemes have multiplied around the globe – the brands encompass some 52 completed projects worldwide and more than 30 under development.
Newer brand collaborations, such as Chelsea Football Club’s recent deal to theme a slate of residential towers in Dubai, count on fan devotion to the colours and an association with an elite sporting lifestyle. The Chelsea FC towers, in Dubai’s Maritime City, will feature rooftop football pitches and athlete performance centres.
Keighley notes that non-hotel brands can leverage experiences, such as providing tickets to sports games, car meets or fashion shows for their brand-loyal residents. However, hospitality brands benefit from being able to offer residents loyalty benefits across their stable of hotels, or can lease out the apartment on the owner’s behalf with a professionalism typical of the chain. “A high level of servicing and amenitisation comes naturally to hospitality brands,” Keighley adds.
Hospitality specialists
Marriott International, the world’s largest hotel operator by room count, is also the branded residences leader, having expanded its residential portfolio by 50 per cent since 2019. “Branded residences remain a key driver of Marriott’s global growth as we continue to extend our world-class hospitality into new mixed-use developments around the world,” says Dana Jacobsohn, chief development officer, US luxury brands and global mixed-use development at Marriott International.
Four Seasons, one of the market’s pioneers, remains active with some 85 projects worldwide, having prioritised growth in places such as London, Dubai and Los Angeles. Hilton’s global luxury residential portfolio includes over 30 properties and over 3,000 branded and serviced residences, with more in the pipeline over the next several years under all three of Hilton’s luxury brands, namely Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, and LXR Hotels & Resorts.
Luxury Asian brand Mandarin Oriental is also an established name in the space, having launched its first Residences by Mandarin Oriental in New York in 2003. A significant slate of pipeline projects is currently taking shape in cities from Athens, Greece to Bai Nom, Vietnam.
Accor, meanwhile, has established a significant presence around the world in the sector. Says Jeff Tisdall, chief business officer, Accor One Living and global head of mixed-use Accor: “We recognise the purchase of a branded residence as the ultimate expression of loyalty – where a guest feels truly moved by a brand experience, then chooses to bring that experience into their home. It’s our role to then authentically deliver that brand experience in their daily life and curate both community and animation.”
According to Tisdall one key area of growth for Accor in this area involves increasingly leveraging its lifestyle brands, “where we see an important and growing segment of residential buyers who are seeking design-led brands, with unique personalities that celebrate modernity, creativity, compelling food and drink, and stimulating social atmospheres”, he adds. SLS Infantas Residences in Madrid, a private residence from Ennismore, is an example of this. “It’s an extraordinary place to call home, featuring modern splendour and architectural grandeur, with access to SLS Social House amenities, such as a high-end games area, a library, a wine cellar, and a media studio; along with a rooftop pool, a meditation garden, yoga deck, and a veranda for sunset views,” he adds.
Brand pioneers
Hilton is another established player in the space which is looking to reach new customers. The hospitality giant recently unveiled plans for the Waldorf Astoria Residences Dubai Business Bay, the first ever standalone Waldorf Astoria residential address outside of the US. Dino Michael, senior vice president & global head, Hilton Luxury Brands says: “Dubai’s branded residential market has surpassed that of Miami and shows no signs of slowing down. With a huge international population and a thriving luxury real estate market, there is enormous demand for Waldorf Astoria Residences.”
He adds: “Waldorf Astoria represents timeless luxury – an experience defined by refined elegance and personalised service. These enduring values are deeply aligned with the spirit of Dubai, making it the ideal location for our first standalone Waldorf Astoria Residences in the region.”
As the most active city globally for branded residences, Dubai is projected to account for 40 per cent of all development in the Middle East and North African (MENA) region by 2031, according to Savills.
Hilton is also jumping on another key trend – branding travel experiences. The Waldorf Astoria Nile River Experience is a recently launched Egyptian cruise taking guests from Aswan to Luxor on a 5-deck and 29-suite luxury cruise ship. Michael notes that it “reimagines Nile River travel through the lens of the Waldorf Astoria brand”. He adds: “This experience mirrors the spirit of recent initiatives like Pursuit of Adventure by LXR Hotels & Resorts, which curates immersive on- and off-property destination excursions, or Hilton’s partnership with AutoCamp, bringing guests closer to nature with luxury Airstreams, tents, and access to National Parks.”
Other hospitality firms are also exploring similar initiatives. Accor’s Orient Express brand has recently evolved into a collection of luxury hotels and sailing yachts, while the Ritz-Carlton Yacht Collection offers all-inclusive luxury cruises from Alaska to the Caribbean.