The global segment of branded residences is expected to grow 19% in 2025, reaching 910 projects at the end of the year, compared to 764 registered in December 2024, according to the report Global Residential Development Consultancy da Savills.
The consultancy also foresees a significant expansion of the concept until 2032, with entry into 25 new countries and the addition of 837 projects that will bring the global total to 1,747 projects.
“The dynamism of the sector shows little sign of slowing down and the most recent data points to a further 837 projects entering the market by 2032, bringing the global total to 1,747 projects”, said Louis Keighley, Head of Global Residential Development Consultancy da Savills.
The study highlights a diversification of formats — from coastal developments with personalized services to penthouses in skyscrapers — and highlights consistent performance in consolidated urban markets (Dubai, Miami, London and New York) and in coastal destinations such as Phuket, Los Cabos and Comporta.
Savills highlights the internationalization of the concept and its ability to attract buyers and investors in different geographies.
Countries such as Georgia, Pakistan and Armenia should be included in the map of branded residences by 2032, while the pipeline will include 39 new hotel brands and 19 non-hotel brands.
The largest hotel chains — namely Marriott and Accor — continue to dominate the market, supported by multi-brand portfolios that encompass dozens of brands.
The consultant also identifies a growing appeal of non-hotel brands, especially from the world of fashion, restaurants and automobiles, and refers to the entry of new categories — media, music and art — with names such as Elle, Pharrell Williams and Louvre.
Savills also foresees future diversification with brands linked to sports, gaming and cinema.
In regional terms, Asia-Pacific has seen a 55% increase in the number of projects in the last five years, driven by markets such as Vietnam, Thailand and India.
The Middle East and North Africa grew the most (187% in the same period), led by Dubai and the Gulf markets. In Africa, the report identifies ten new projects scheduled for completion by 2026.
In Europe and Latin and Central America, more than 50 new ventures were registered last year.
About Portugal, Paula Sequeira, Director Consultancy & Valuation from Savills, states that the country “has been consolidating itself as one of the main residential destinations in the high‑end e luxury“.
The national territory has managed to attract and host “increasingly sophisticated projects, characterized by the association with highly positioned brands, both in the hotel world and in the lifestyle“. According to Paula Sequeira, this dynamic has reinforced Portugal’s status in Europe, although the country still has potential for growth in this segment.
The report concludes that the global market for branded residences tends towards a more balanced distribution between regions, with none expected to concentrate more than a quarter of the world’s supply by 2032.