Real estate

The report: Vimol Kogar on the battle of the brands and market shifts in Asia’s branded residences

Vimol Kogar, Principal of Bangkok 101, examines the rising influence of branded residences across Asia and key global markets. This report explores the motivations driving today’s luxury property buyers, from brand prestige to value and lifestyle offerings, and looks at how hospitality-led and non-hospitality partnerships are reshaping the sector. With insights into the “battle of the brands,” evolving facilities, and service standards, Kogar reveals what makes certain developments stand out and how market shifts—from high-end launches to emerging, more accessible segments—are defining the future of branded residences in the region.

Developers around the world are struggling to make sustainable profits. In London, for example, flats can take years to sell. On the other hand, in Dubai, supply is high and demand cannot keep pace, so developers are looking for an edge—a unique selling proposition. This is where brands come into play, with hospitality names like Ritz-Carlton, Plaza Athénée and Kempinski being early movers in the sector. Residences have become a new profit centre for these brands.

Khun by Yoo, the first branded residence in Thailand developed by Sansiri. Top: The Khun by Yoo open plan living and dining area overlooking the Bangkok city skyline.

Non-branded residences, however, appeal to a different market. In Singapore, many condo buyers prefer better quality fittings—such as Boffi kitchens or Poltrona Frau furnishings—than overpaying a premium for a branded property. Recent launches there have shown mixed results: while non-branded residences like Robertson Opus and Upperhouse performed strongly, W Residences Marina View, the branded residences under the W Hospitality Group, failed to meet sales targets, with factors such as location, pricing, floor plans and service offerings playing a role.

Ultimately, beyond the initial excitement, buyers will ask: What justifies the premium pricing? What extra value am I getting? Will it hold resale value?

These questions are critical in determining the long-term appeal and performance of branded residences versus non-branded ultra-luxury real estate.

Branded partnerships that perform best

According to an interview K.P. Ho of The Banyan Tree Group did with Boulevard, brands with a strong legacy in hospitality are very much ahead of the curve. They understand service and maintain high standards in front desk, housekeeping, concierge and other services essential to a hospitable residence.

Banyan Tree Residences Riverside Bangkok living

The 45-storey Banyan Tree Residences in Bangkok feature iconic views of the Chao Phraya River.

In the past five years, non-hospitality brands such as Mercedes-Benz, Bugatti, Aston Martin and Porsche have also entered the space. These brands are not selling hospitality, but their identity. In Stuttgart, for example, the Radisson Blu manages the Porsche Design Tower, combining hotel-level service with the lifestyle and design language of the Porsche brand. The result is a distinctive, high-end experience that resonates with brand enthusiasts.

Non-hospitality brands are learning quickly, with groups like Dusit and Marriott engaging in co-branding exercises with legacy non-hospitality brands to offer home buyers a more service-focused experience.

Buyer appeal of branded residences in Asia and its market shifts

In the last 20 years, brands already established in Asia—such as the Ritz-Carlton and Plaza Athénée—have attracted buyers who are brand-conscious, brand-loyal, seeking good resale and appreciation, and expecting high hospitality standards.

Generally, the first wave of branded residences in Asia has been in the high-value sector, with buyers in the USD $1 million to USD $10 million range. In Dubai and Abu Dhabi, condo prices for branded residences are now commonly between USD $10 million and USD $20 million, meaning buyers are typically very wealthy. While branded residences under USD $1 million have yet to appear, the next 20 years may see them enter smaller, more affordable categories, similar to the commoditisation seen in other industries. This shift could open opportunities for both personal use and investment-driven purchases.

Four Seasons Private Residences Bangkok deck

The Four Seasons Private Residences in Bangkok is set within the ‘Golden Site’ enclave fronting onto the River of Kings

In Singapore, recent metrics show that the main attraction for buyers is value. Value-driven buyers make up the majority of the market, carefully assessing everything from kitchen fittings to bathroom fixtures. They want to see quality upfront and are less influenced by props, gimmicks, or promises of future appreciation. Generally, Singaporeans prefer to buy from a trusted developer rather than rely solely on a brand.

Looking ahead, we believe the Middle East will see the strongest growth in branded residences, followed closely by China. Cities such as Riyadh, Dubai, and Abu Dhabi have a large base of affluent buyers eager to associate themselves with prestigious brands. Dubai and Bangkok are also emerging as hubs for service providers, brand specialists, and consultants supporting this growth.

Brand competition in Asia

Currently, among the most popular names in markets like Vietnam is Nobu Residences, with Raffles Residences—serviced by Raffles Hotels & Resorts—and others also growing in popularity. Asia tends to focus on brands that buyers personally identify with. Brands like Mercedes-Benz and Aston Martin are aggressively pushing new projects in the region, and by 2026, we may see an all-out battle to determine which brand will dominate the “battle of the brands” in Asia.

Four Seasons Private Residences Bangkok living

Four Seasons Private Residences, Bangkok, Thailand, features 1-5-bedroom condos and a penthouse.

This competition extends beyond just names, it now includes facilities too. Everything from spas, indoor golf driving ranges, and conference facilities to full pet care services, including pet spas, grooming, and healthcare, is becoming standard in branded residences. The battle for brand supremacy begins with facilities, with a minimum of around 15 different services expected as standard.

In summary, branded residences are poised for a renaissance in the next few years. Interestingly, many of the leading players in this sector are based in the UAE and Thailand. With the skillsets already present in the region—and those we will continue to attract—Asia is set to be the focal point for new branded residence developments.

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