Asia’s branded residences market is on an upswing

C9 Hotelworks released its Asia Branded Residences Market Update which noted how Asia’s branded residences market is soaring thanks to overseas buyers seeking second homes in playground cities and tropical resort destinations.

Based on research, Singaporeans are leading the charge and boosting sectoral growth thanks to  a domestic environment not conducive to investment in second or third homes given high taxation and stamp duty.

According to C9 Hotelworks managing director Bill Barnett: “The value of the Singapore branded residence market is significant. But the headline here is the strong appetite of Singaporean buyers to buy in the region, buoyed by the confidence and service benefits international luxury brands bring to the table, and Thailand is the leading beneficiary.”

Key findings for 2025

In a marketplace valued at US$26.6 billion for a supply of 68,001 units, the top regional branded residences destination is Thailand, which commands 23.3 percent market share. 

Phuket has the highest number of units at 4,771 across 26 developments.

Following Thailand is the Philippines with a 17.3 percent share and South Korea with 11.6 percent. 

Singapore has a branded residences market value of US$2.78 billion, but has the third highest per square metre value of US$23,026 per square metre, behind Niseko and Seoul.

Brand-building for optimal growth

This significant growth is not lost on top regional developers, some of whom are establishing their own brands, such as Hong Kong’s Lang Kwai Fong Group. 

The conglomerate recently launched their second project in Phuket, the lifestyle-focused award-winning Sudara Residences, following the success of the pioneering exclusive Andara villa development.

According to CBRE’s head of advisory and strategic transactions in hotels and hospitality in Asia Ananth Ramchandran: “There’s a trust factor here. Singaporeans take a lot of comfort in investing with recognised developers.”

Sudara Residences’ senior director for sales and marketing Jason Thelen added: “Singapore has quickly become our top regional market for buyers looking for second homes, making up over 45 percent of regional purchases.”

A new player enters the game

It was also noted that Singaporean hospitality property firm Ascott’s entry into the branded residences sector has caught the attention of numerous industry observers. 

According to The Ascott Limited’s vice-president for business development Saowarin Chanprakaisi: “Ascott has a long-standing reputation of operating serviced residences, hotels, resorts and co-living properties over the years. As more developers enter the branded residences space, we look forward to partnering with them to deliver distinctive brand experiences homeowners look for through our Ascott, The Crest Collection, and Oakwood Premier brands.”

Luxury brands outside the international hospitality chains are also eyeing the sector, where automobile brands such as Bentley and luxury fashion brands including Dolce & Gabbana and Fendi Casa are jumping into the fray.

Brought to Asia by The One Atelier, having launched celebrated projects in Miami and Dubai such as 888 Brickell Dolce & Gabbana, Miami and Casa Canal with interiors by Fendi Casa, Dubai, the company is finding fertile ground in Asia.