Why branded residences are a smart investment for developers, brands, and buyers

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The Philippines’ thriving economy, evolving buyer preferences, and increasing collaborations between local developers and global hotel brands are fueling the impressive growth of the luxury branded residences market.

While traditionally concentrated in Metro Manila, demand for these premium developments is now spreading to regions like Davao City and Mactan. This growing interest is driven by the “win-win-win” formula, wherein developers, brands, and buyers all gain significant benefits.

A flourishing trend

Branded residences are residential developments affiliated with prestigious brands. Initially linked with hotel chains, the concept now spans various industries like automotive (e.g., Bugatti Residences in Dubai), fashion (e.g., Residences by Armani/Casa in Florida), and luxury goods (e.g., Baccarat Residences in Miami).

In the Philippines, most offerings are hotel-branded properties, with 4,313 units already available and 2,117 units more under development. The entry of new brands like Pullman and JW Marriott underscores the nation’s growing appeal as a hub for branded living.

Lucrative opportunity

For developers, branded residences present a lucrative opportunity by enhancing marketability, commanding premium pricing, and attracting affluent buyers. These properties often sell at a 20 to 30 percent premium over non-branded equivalents and enjoy faster sales due to the global recognition and trust associated with the brand.

Branded residences appeal to high-net-worth individuals seeking luxury, prestige, and superior amenities. Additionally, they provide developers with ongoing revenue streams through management fees and rentals, offering resilience even during economic downturns as luxury buyers tend to retain their purchasing power.

For developers. branded residences present a lucrative opportunity. —BUGATTIRESIDENCES.COM

Unique value for buyers

Buyers of branded residences enjoy an unmatched combination of prestige, convenience, and investment potential.

Ownership of a unit associated with a globally recognized brand guarantees superior quality, sophisticated design, and access to world-class amenities. These properties often feature hotel-like services, including concierge support, housekeeping, and exclusive facilities, which elevate the living experience to one of unparalleled comfort and exclusivity.

Moreover, branded residences hold strong investment value, consistently commanding high resale prices due to their trusted brand associations.

Integrated lifestyle experience

Branded residences offer a strategic opportunity for luxury brands to expand into and thrive within the real estate sector.

These developments amplify brand visibility, prestige, and presence in key markets, while ensuring consistent quality standards. Branded residences also provide additional revenues through licensing, management fees, and profit-sharing arrangements. Additionally, branded residences further deepen customer loyalty by offering an integrated lifestyle experience, appealing to high-net-worth individuals seeking continuous luxury.

This extension of the brand identity reinforces their positioning as purveyors of exclusivity and luxury.

Leading destination

As global interest rises and new brands enter the market, the Philippines is set to emerge as a leading destination for branded living.

The triple-benefit model illustrates why branded residences continue to redefine luxury living, making them a compelling choice not only for developers, but also for brands and buyers.

The author is a senior researcher for Hotels, Tourism, and Leisure at Leechiu Property Consultants Inc., the country’s premier real estate advisory firm