With 18 new developments in the pipeline and a total of 33 identified projects, Portugal is among the most dynamic branded residences markets in Europe, in a context where the number of European projects is expected to grow by 113% by 2032.
Portugal ranks among the most active European countries in the branded residences segment, with 33 projects identified by Savills, including both completed and pipeline schemes, according to the Branded Residences Europe 2026 report.
Turkey continues to lead the European market and is expected to double the number of completed schemes to 44 over the next five years. Spain and Portugal have now overtaken the United Kingdom, taking second and third place respectively. Turkey and Spain each have 22 projects in the pipeline, while Portugal accounts for 18, underlining the growing relevance of the Iberian Peninsula in this luxury segment.
Southern Europe gaining prominence
Seven of the top ten markets are expected to double – or more than double – their current number of developments by 2032. Portugal is following this trend, with a pipeline that represents around half of the total number of projects identified nationwide.
Lisbon plays a leading role and is among Europe’s key cities in this segment. The Portuguese capital already has a pipeline that exceeds its existing stock, mirroring what is happening in Madrid and Athens, signalling a new wave of branded residence supply in urban locations.
According to Paula Sequeira, Director Consultancy & Valuation at Savills Portugal, “this sustained growth in the pipeline confirms the long‑term potential of the segment, where brand value, the lifestyle positioning of the product and the resilience of the Portuguese real estate market are decisive factors in investors’ decision‑making.”
At European level, Savills forecasts that the total number of branded residence schemes will more than double, rising from 141 at the end of 2025 to over 300 by 2032. Although Europe accounts for 16% of the global total, it remains one of the most established regions, ranking just behind North America and Asia‑Pacific in terms of completed developments.
The study also points to a structural shift in project locations. At present, the split between urban and resort schemes is balanced (49% urban, 51% resort), but the pipeline indicates a clear swing towards leisure destinations. By 2032, around 65% of European supply in this segment is expected to be concentrated in resort locations.
Portugal, in line with Spain, France and the United Kingdom, stands out as one of the markets where the “Two‑hour Home” concept is gaining relevance, boosting second‑home destinations within a few hours of the main source markets.
For Louis Keighley, Head of Global Residential Development Consultancy at Savills, “residential tourism and second‑home investment have been key drivers behind the development of branded residences in Mediterranean destinations, where the hotel brand adds confidence and long‑term value.”
Among the brands active in the European market, major hotel groups are at the forefront. Marriott leads in total number of projects, with 37 schemes, while Accor has the strongest pipeline, with more than 21 developments under way. At individual brand level, Mandarin Oriental is expanding its footprint with 18 projects scheduled by 2032, an increase of 260% compared to its current offering. It is followed by Radisson Blu, with 12, and Four Seasons and Six Senses, both with diversified portfolios across city, coastal and mountain destinations.
On the non‑hotel side, YOO maintains its leading position, with 16 completed projects and nine schemes in development across the region. The report also highlights the growing relevance of Ando Living, supported by its strong operational presence in Portugal, as well as the arrival of new brands such as Pininfarina, Missoni and Nobu, all contributing to a rapidly evolving market.
From a positioning perspective, the segment remains firmly anchored in the premium tiers of the market. In 2024, 40% of completed schemes in Europe were in the luxury category; by 2025, this share had risen to 50%, underscoring the strong relationship between brand value, lifestyle and real estate performance.
Although it is the smallest of the regions analysed by Savills in terms of scale, Europe combines mature, consolidated markets with newer geographies that are now expanding, such as Northern Europe, and continues on a growth trajectory that offers significant potential for both developers and brands.