The report: Tricia Ang on the rise of branded residences in Singapore and global cities
Tricia Ang, the vice president (Residential) of CBRE—a global leader in commercial real estate services and investments—shares her insights on the rise of branded residences in Singapore and across key global markets. She explores the motivations driving today’s buyers, the hospitality-led partnerships that underpin the sector’s strongest performers, and the service and management standards that define the lasting appeal of these developments.
The rise of branded residences in Singapore and globally is driven by a desire for certainty, prestige, and lifestyle assurance. Buyers are increasingly seeking properties that not only deliver exceptional finishes and architecture but also come with globally recognised brands that guarantee service standards, design consistency and long-term value protection.
A lavishly appointed penthouse in Ritz-Carlton Residences, Cairnhill. Top: Main living area with city views.
Compared to non-branded ultra-luxury residences, branded developments command an average premium of 10 to 20 per cent due to their exclusive positioning, curated services and proven demand. From an investment standpoint, branded residences typically outperform during market downturns as affluent buyers gravitate toward recognisable names that hold resale value better and offer higher rental yields, especially to international tenants who trust global brands.
Branded partnerships and markets that perform best
Hospitality-led partnerships, particularly with ultra-luxury hotel brands, consistently perform the best. This is because they bring decades of experience in personalised service, asset management and global loyalty networks, which seamlessly translate into residential living. The strength of these partnerships is reflected in where branded residences are flourishing, with prime districts and global capitals leading the charge.
In Singapore, prime districts such as Orchard, Marina Bay and Sentosa Cove continue to dominate due to their central locations, proximity to luxury retail, and established expatriate demand. Globally, markets like Dubai, London and New York are leading in branded residential launches, benefitting from strong foreign capital inflows.
The evolving profile and motivations of buyers
The buyer demographic has broadened significantly. Traditionally, branded residences were favoured by ultra-high-net-worth individuals and foreign investors looking for trophy assets.
The penthouse’s master bedroom feature expansive windows that provide sublime city views.
Today, there’s a notable increase in family office buyers and younger affluent professionals who prioritise integrated lifestyle offerings, wellness-focused amenities and prestige address recognition. Many are seasoned global travelers accustomed to 5-star hospitality standards and now seek the same experience at home.
While personal use remains a primary motivation especially for owner-occupiers wanting a home that doubles as a luxury retreat, given their limited supply and strong global brand equity, branded residences are increasingly viewed as safe-haven investments.
Why standards and management define lasting appeal
A truly outstanding branded residence distinguishes itself through uncompromising service standards, architectural excellence and design identity, world-class amenities rivalling the best resorts (spa, wellness retreats, private clubs) and exclusivity and low-density living.
The penthouse features a private pool overlooking the city.
These standards and characteristics of branded residences are absolutely critical to sustaining its premium positioning. The appeal of these properties extends well beyond its logo. The reputation of the brand is only as strong as the management team ensuring a flawless living experience year after year.
Names like Four Seasons, Aman, and Ritz-Carlton remain the most coveted due to their heritage, global presence, and consistent delivery of exceptional living experiences.
Go further with Tricia Ang’s property listings:
- Lavishly appointed penthouse at Ritz-Carlton Residences, Cairnhill
- Beautifully appointed high-floor condo with sky garage, Reignwood Hamilton Scotts, Orchard
- Prestigious 3br condo, Skyline at Orchard Blvd
- Good class bungalow at Bin Tong Park
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