Branded residences are some of the fastest-growing segments in luxury real estate—and one of the most sought after.
Hotel brands fuel the category, and, according to a recent survey, represent the vast majority of branded residences (by some accounts, more than 80%). But dozens of nonhotelier brands are expected to enter the sector by 2025—think fashion, automotive, and lifestyle.
“For non-hospitality brands, residences are a way to diversify their business model and extend customer relationships,” says Oliver Essex, senior sales associate, Qatar Sotheby’s International Realty in Doha. “If you’re advertising the residential product, it attracts people who love the brand. It’s not just about an apartment; it’s about a whole experience.”
Branded residences also allow brands in fashion, automotive, or even food “to expand into a lifestyle brand and cover all touchpoints for clients, whether they’re existing or new customers,” says Essex, exclusive representative, The Residences at St. Regis Marsa Arabia in Qatar and The Residences at The St. Regis Al Mouj, Muscat in Oman. “By offering a more diverse range, brands are trying to attract the greatest number of people.”