The global branded residences segment is experiencing one of its most dynamic periods ever and is expected to grow by 19% in 2025, according to the latest Global Residential Development Consultancy report by Savills.

The study indicates that the number of branded residential developments is expected to reach 910 projects by the end of 2025, up from 764 recorded in December 2024. By 2032, the concept is set to expand into 25 new countries, including Georgia, Pakistan and Armenia, involving 39 new hotel brands and 19 non-hotel brands.

According to Louis Keighley, Head of Global Residential Development Consultancy at Savills, “the momentum in the sector shows few signs of slowing, and the latest data points to the addition of a further 837 projects by 2032, bringing the global total to 1,747 developments.”

Savills notes that these developments range from exclusive beachfront projects with bespoke services and direct beach access, to penthouses in high-rise towers offering panoramic city views.

These assets have shown consistent performance in leading urban markets—such as Dubai, Miami, London and New York—as well as in coastal destinations, notably Phuket, Los Cabos and Comporta, which has gained international recognition as a symbol of sophistication and an exclusive lifestyle.

Paula Sequeira, Director of Consultancy & Valuation at Savills, comments: “Portugal has been consolidating its position as one of the leading residential destinations in the high-end and luxury segments. The country has been attracting and hosting increasingly sophisticated projects, characterised by associations with highly positioned brands, both from the hospitality and lifestyle universes. This trend has helped reinforce Portugal’s status on the European stage, reflected in the scale of the development pipeline planned for the coming years. Despite the significant growth and visibility achieved, we believe that Portugal’s potential in this segment is still far from reaching its limit.”

Hotel brands lead the way

Major hotel chains continue to dominate the branded residences segment, particularly in the luxury and upper-upscale tiers. Marriott and Accor stand out with hundreds of projects in the pipeline, supported by multi-brand portfolios encompassing more than 35 brands across different market segments.

That said, the greatest growth potential is being observed among fashion, food & beverage and automotive brands, reflecting the strong aspirational and emotional appeal these names hold for investors.

Three new categories of non-hotel brands—media, music and art—have also entered the segment, with names such as Elle, Pharrell Williams and Louvre positioning themselves as pioneers in their respective fields.
Looking ahead, Savills anticipates further diversification, with brands linked to sport, gaming and cinema entering the market.

Growth accelerates in the Middle East, Asia Pacific and Africa

In recent years, the global branded residences landscape has been reshaped in line with the growth of emerging markets across several regions. North America’s dominance has been declining as new geographies gain prominence.

Over the past five years, the Asia Pacific region recorded a 55% increase in the number of projects, driven by markets such as Vietnam, Thailand and India.
The Middle East and North Africa have seen the most significant growth, with a 187% increase over the same period, largely fuelled by Dubai and Gulf markets. In Africa, despite the smaller market size, the report identifies ten new projects scheduled for completion by 2026.

In Europe and Central and Latin America, Savills recorded more than 50 new developments in urban and resort locations over the past year.
The branded residences market is therefore moving towards a more balanced global distribution, with estimates suggesting that by 2032 no single region will account for more than a quarter of total global supply.