According to the latest publication by Savills Global Residential Development Consultancy - Branded Residences: Portugal Snapshot 2025, Portugal is the European country with the most branded residential projects in the pipeline for the next five years, amounting to over 1,200 residential units across 15 new projects.

The current global landscape of the segment was discussed in Portugal at an event organized by Savills Portugal in collaboration with Savills Global Residential Development Consultancy, based in the United Kingdom. The initiative included two sessions, one held in Porto and and the other at British Embassy in Lisbon. Both events were attended by some of the most significant market players.

The offering in this segment in Portugal is diverse, featuring golf resorts such as Viceroy at Ombria Algarve, as well as cosmopolitan, urban projects like Hyatt Regency Lisbon. As seen across most of the Mediterranean, demand for the coastal lifestyle remains the driving force, which is similar for Portugal with resorts accounting for 72% of the 11 projects in operation in the country. However, looking at the current pipeline Algarve and Lisbon still seem to be the key areas of focus. The Algarve region is set to welcome seven new projects over the next five years, introducing almost 800 new residential units. Meanwhile, the capital will see four new projects (174 units).

In Iberian terms, Spain presents similar figures to Portugal in terms of completed and pipeline branded residential projects. However, across 25 total projects in each country by 2031, Portugal seemingly offers much larger schemes with a total resiential unit count of nearly 2,300 compared to Spain’s 1,300. 

The rise of non-hotel brands has been an internationally observed trend, currently representing 21% of the branded residential space globally, with a stronger presence in urban centers. Portugal has followed this format, with projects by Karl Lagerfeld and YOO Studio, both under development in Lisbon, competing to become the country’s first non-hotel branded project.

Paula Sequeira, Head of Consultancy & Valuation at Savills, highlights: "Beyond the already established locations in Portugal, such as the Algarve and Lisbon, the Comporta region has been positioning itself as the next key destination for branded residential projects. The region is clearly prepared for a well-established market, competing with other prime destinations in the Mediterranean basin. However, we identify other regions with potential for this type of project, particularly the city of Porto, an increasingly recognized urban destination on a global scale for business, tourism, and new residents. Looking ahead, the outlook for this market in Portugal remains highly optimistic, with an extraordinary growth rate projected for the next five years, reflecting the confidence of investors and users.

Tremendous European Growth.

In a European context, the branded residential sector is expected to grow significantly, with a projected 180% increase in projects by 2031, according to the latest analysis by Savills Global Residential Development Consultancy.

Europe was the third most active market for branded residences in 2024, following North America and Asia-Pacific, representing approximately 18% of the global network.

Looking at the location of these schemes, globally, the urban-resort dynamic has remained relatively balanced both in terms of completed and pipeline schemes. This is broadly the case in Europe, however we see a slight favouring towards the resort projects – almost certainly as a result of the hurdles typically found in developing new branded residential stock in historical cities where finding the right location, sufficent scale and appropriate planning consents can be a challenge.

Louis Keighley, Head of Development Advisory, Savills Global Residential Development Consultancy, comments: “What is promising for Portugal is that, from an urban perspective, Lisbon ranks number two in Europe by number of projects, behind London and moreover is the most active resort market in the region. The diversity of developers and brands entering the market signals strong confidence, underscoring significant growth and exciting opportunities for the branded sector across Portugal’s distinct markets.”

When considering the brand leaderboards, it is interesting to note that the global top 10 is very much dominated by luxury brands. This is not the case in Europe. Radisson Blu is the most active hotel brand, with completed "condo hotel" projects in Eastern and Northern Europe, with Radisson and Wyndham also featuring in the top ten.

Non-hotel brands continue to be dominated by YOO, which has a pipeline of five projects under its two divisions, YOO Studio and YOO inspired by Starck, over the next five years.