A global shift in luxury living: the Savills 2025/2026 report shows how branded real estate is evolving into a cultural, lifestyle-driven force.
A global shift in luxury living: the Savills 2025/2026 report shows how branded real estate is evolving into a cultural, lifestyle-driven force.
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In a year defined by shifting wealth corridors and a continued appetite for experiential living, the Savills Branded Residences Report 2025/2026 arrives as a decisive snapshot of a sector that has outgrown its adolescence. The category has become one of the most consistent performers in global real estate, yet the story within the numbers is more sophisticated than simple expansion. For the first time, the branded residence is revealing a clear set of rules about where it thrives, why it commands loyalty, and how it is evolving into a cultural rather than purely real estate phenomenon.
The branded residence market is maturing. The report shows a sector that has become both bolder in its geographical reach and more disciplined in its execution. It is no longer enough to attach a logo to a building. Success now hinges on lifestyle credibility, operational excellence, and the ability to interpret luxury in ways that feel intimate, seamless, and emotionally coherent.
At Branded Living, we see this as the turning point that will define the next decade of branded real estate.
The headline numbers remain nothing short of extraordinary. In 2015, the world held just 323 branded residential projects. By the close of 2025, Savills reports that total supply will reach approximately 910, nearly tripling in ten years. A further 837 contracted projects are already in the pipeline through 2032. These are not hypothetical developments, but signed and scheduled commitments.
This is a sector with momentum and, perhaps more importantly, conviction.
Asia Pacific has expanded by 55 percent in five years, driven by Vietnam, India, and Thailand, while the Middle East and North Africa have surged by 187 percent. By 2032, no region will command more than a quarter of global supply, a sign of authentic globalisation rather than a cyclical boom in select hotspots.
For an industry once centred around Manhattan, Miami, and the Emirates, this diversification is profound.
The report’s global distribution spread reads like a study of contemporary wealth migration. The cities with the largest concentrations of branded residences reveal a clear triad of priorities for global buyers: mobility, capital security, and high quality of life.
The leading markets are:
Dubai’s dominance reflects a tax-friendly, lifestyle-forward urban model. South Florida’s rise illustrates the American shift toward sunbelt living. New York continues to act as a cultural and financial anchor. Meanwhile, destinations such as Cairo, Istanbul, Phuket, Los Cabos, and São Paulo underscore the depth and variety of demand.
What connects these metros is not a shared aesthetic, but a shared ecosystem of connectivity and lifestyle infrastructure. Private aviation, world-class dining, safe-haven investment environments, and resort-grade amenities form the backbone of modern branded living.
This is where the future buyer wants to be: globally connected, emotionally anchored, and continuously serviced.
The Savills data also reveals a quiet but meaningful reshuffle among global operators. Marriott and Accor hold the highest number of projects, a result of diversified brand families rather than a single viewpoint. Four Seasons remains the most influential single brand, followed closely by Mandarin Oriental and Aman in the ultra-luxury space.
Beyond hospitality, the non-hotel category is becoming one of the sector’s creative engines. YOO, Pininfarina, Armani, Missoni, Fendi, and Elie Saab each translate a distinct design or lifestyle identity into residential form. The 2030 projections show fashion, automotive, and design-led brands taking a more prominent role in shaping the next wave of developments.
This is not a novelty trend. It is an expression of how deeply lifestyle identity and residential choice have merged.
One of the most valuable insights in this year’s report is the stability of brand premiums. Savills calculates a 33 percent global average premium, unchanged from last year and remarkably resilient across markets. Resorts continue to outperform with a 39 percent premium, while both established and emerging cities hold an average of 30 percent.
Yet the nuance matters. Emerging cities show far greater variation, proving that the branded nomenclature alone does not guarantee success. Buyers are now far more discerning, prioritising execution, service culture, amenity design, and long-term operational credibility.
In other words, the brand is the invitation, not the conclusion.
One of the most significant structural developments this year is the growing acceptance of standalone branded residences, which now account for 33 percent of global pipeline projects. This reflects a shift in how operators see their residential business: not merely as an offshoot of the hotel, but as a primary pillar of growth.
Resorts are also gaining prominence, particularly across Asia Pacific, where wellness-oriented living is redefining expectations of primary and secondary homes. The report suggests that global luxury buyers are increasingly drawn to branded formats that deliver peace, space, and nature as essential components of everyday life.
This is the quiet revolution shaping the next decade.
If the global expansion has been dramatic, the absences are equally telling. Paris, Hong Kong, Sydney, and Monaco remain some of the most prestigious yet underdeveloped branded residence markets in the world. The reasons vary, from regulatory restrictions in Paris to land scarcity in Monaco and entrenched luxury markets in Sydney and Hong Kong.
Yet each market represents one of the most compelling opportunities of the coming decade. In places where luxury is already assumed, the addition of brand-managed service can transform residential expectations entirely.
This, in our view, is where the next true trophy projects will emerge.
Savills closes the report with a forward-looking reflection on underexplored brand categories. Sports, gaming, and film are identified as high-potential frontiers. Given the scale of global sports fandom, the mobility of film talent, and the cultural cohesion of gaming communities, the logic is both intriguing and persuasive.
Luxury today is no longer defined solely by wealth. It is defined by identity, community, and alignment with personal values. Branded residences are becoming a canvas for these affiliations.
We believe this will be one of the most transformative forces shaping the next generation of projects.
What is most striking about the Savills report this year is not the scale of growth, but the precision of the narrative. The branded residence is evolving from a hospitality derivative into a cultural category of its own. It merges service, design, wellbeing, and community into a residential format that feels increasingly natural for a mobile, global, high-net-worth audience.
What began as a niche sub-sector now operates as a fully formed ecosystem. It influences how cities plan new neighbourhoods, how brands express identity, and how buyers imagine their lives across continents.
In our view, 2026 is the year the branded residence sector stops being an emerging story and becomes a defining one. The next decade will belong to developers and brands that understand this shift and respond with clarity, creativity, and a deep respect for how discerning the global luxury consumer has become.
