For more than a century, property ownership has been seen as a marker of stability and success. Yet the meaning of ownership is changing. Around the world, affluent buyers are seeking not just square footage, but a way of life, one that combines the security of home with the assurance of a trusted name. This shift has given rise to one of the fastest-growing segments in real estate: branded apartments and hotel residences.
Lifestyle Experiences Redefining Luxury Living
The branded residences market is expanding at a pace never seen before. Once the territory of luxury hotel operators like Four Seasons or Ritz-Carlton, the sector now includes fashion houses, carmakers, and wellness brands. According to Savills, more than 1,100 branded schemes are expected worldwide by 2030, nearly double today’s number, with growth particularly strong in the Asia Pacific, where supply is forecast to rise 180% by 2031.
These residences typically command a premium of around 30% or more compared to non-branded developments, highlighting the weight buyers place on trust, services, and lifestyle.
Hotel Residences Leading the Market
The Financial Times notes that modern projects are increasingly shaped by the “flight to wellness,” a demand for residences with integrated spas, fitness centres, concierge services, and community spaces that go beyond traditional amenities. Developers are also addressing unmet demand in housing for ageing populations, a segment growing by several thousand people daily.
Emerging Destinations and Investor Appeal
This transformation is evident not only in luxury hubs like Dubai, Miami, and London, but also in emerging destinations from Southeast Asia to the Mediterranean. In Spain and Portugal alone, more than 2,400 branded homes are currently in the pipeline, with some selling for as much as €24 million. In Asia, over 65% of new branded residences are resort-based, showing how lifestyle and tourism demand are shaping supply.
The Outlook for Branded Real Estate Worldwide
Analysts expect branded residences to exceed 1,600 schemes worldwide by 2030, with non-hotel brands steadily increasing their share as luxury diversifies. The rise of fashion-led projects in Milan, car-branded towers in Dubai, and wellness-centred estates in coastal Asia all point to one trend: branded real estate is no longer niche, but a mainstream choice for investors and lifestyle-driven buyers alike.
Pakistan’s Entry into Branded Living
As this global wave gathers strength, Pakistan is also stepping onto the branded residences stage. One Homes has introduced internationally partnered branded apartments in Islamabad, tailored to the needs of overseas Pakistanis. With luxury services, world-class design, and fully managed living, the development reflects how Pakistan is beginning to align with one of the most powerful trends in global real estate.
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