Branded Residence Premium by Market: The 2026 Benchmark

This benchmark is drawn from Icon Partners advisory work, transacted evidence across more than 90 schemes, and published market research. It is offered as a starting hypothesis for a scheme-specific premium study, not as a substitute for one.

How the premium is measured

A premium is only meaningful against a defined comparable set. Ours is constructed as follows: same submarket, delivered within three years of the branded scheme, comparable specification tier, comparable unit sizes, and price expressed per net saleable square foot or square metre on a like-for-like basis. Where fewer than three genuine comparables exist, we report a wider range and lower confidence.

Two adjustments matter and are frequently omitted elsewhere. First, specification uplift — part of any observed premium reflects better finishes, not the brand, and should be stripped out. Second, amenity provision — a scheme with a hotel spa attached is not comparable to one without, brand or no brand.

The benchmark table

Market	Indicative premium	Confidence	Principal driver
Riyadh	35–55%	Moderate	Scarcity, giga-project demand
Dubai	20–40%	High	Deep supply; wide spread by brand tier
Abu Dhabi	25–45%	Moderate	Limited branded supply, strong domestic wealth
Doha	25–40%	Moderate	Scarcity
Miami	30–50%	High	International demand, established branded market
New York	20–35%	High	Deep prime market; brand is one factor among many
London	15–30%	High	Very deep prime market, strong unbranded comparables
Paris	25–45%	Low	Extremely thin branded supply
Lisbon / Algarve	20–35%	Moderate	Residency-linked demand
Marrakech	25–40%	Low	Thin comparables
Bangkok	20–35%	High	Mature branded market, ample supply
Phuket / Koh Samui	25–45%	Moderate	Resort scarcity, rental programme value
Singapore	15–30%	Moderate	Governance and scarcity, tax-constrained demand
Hong Kong	15–25%	Low	Very limited branded stock
Mumbai	25–40%	Moderate	Delivery-certainty premium
Goa	25–45%	Low	Rental and management value in a second-home market
Bali	25–45%	Low	Operating capability the location lacks
Maldives	40–60%+	Low	Absolute scarcity, resort integration
Montenegro / Albania	20–40%	Low	Early-cycle scarcity

Indicative 2026 branded residence premiums over comparable unbranded prime stock. Confidence reflects the depth of the comparable set, not the strength of the market.

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What explains the spread

01Scarcity of branded supply. The clearest single driver. Markets with two or three branded schemes price the format as a category; markets with forty price it brand by brand.
02Depth of the unbranded prime comparable. London and New York have decades of prime product against which a branded scheme is benchmarked. Riyadh and Marrakech do not, which widens the apparent premium.
03Operational depth. Hotel-integrated schemes consistently outperform standalone licences by roughly 10 percentage points of premium in the same market.
04Buyer internationality. Where the buyer pool is cross-border, brand recognition does more work, because the buyer cannot personally assess the developer or the neighbourhood.
05Rental proposition. In leisure markets, part of the premium is capitalised rental capability, not brand prestige. Strip the rental programme out and the premium falls materially.

How to use this responsibly

A market-level premium is a starting hypothesis. The scheme-level number depends on the brand tier, the site, the unit mix and the competitive set at launch — and it is entirely possible for a scheme in a 40% market to achieve 12% because the wrong brand was matched to the wrong product.

The correct process is a premium study: define the comparable set, establish the unbranded baseline, model achievable pricing under two or three candidate brands, and test the result against the fee stack each brand requires. That analysis, not a market average, is what should drive brand selection and the residual land value.

Choosing between brand partners?Brand selection, negotiation and licence structuring

Where premiums are moving

Three directional views for 2026 to 2030. Gulf premiums will compress modestly as supply arrives, with the spread between top-tier and mid-tier brands widening. Southeast Asian resort premiums will hold, because supply is constrained by land and licensing rather than by capital. European premiums in scarce markets — France, Italy, the Adriatic — have the most upside, because branded supply is starting from close to zero against very deep wealth.

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Frequently Asked Questions

How much more do branded residences cost?

Globally, roughly 25–40% more than comparable unbranded prime stock, but the range in practice runs from under 15% in saturated markets to over 60% for scarce trophy product such as Maldives resort residences. Market averages should be treated as a hypothesis, not an underwriting input.

Which markets have the highest branded residence premiums?

Scarcity-driven markets lead: the Maldives, Riyadh, Miami, Abu Dhabi and resort Thailand all show premiums above the global average. Deep prime markets with strong unbranded comparables, such as London and Hong Kong, show the lowest.

Why does the premium vary so much between markets?

Four reasons: how scarce branded supply is, how deep and well-priced the unbranded prime comparable set is, whether the brand supplies a real operating platform, and how international the buyer pool is. In leisure markets, capitalised rental capability accounts for a further part of the premium.

How is a branded residence premium calculated?

By comparing price per net saleable area against unbranded schemes in the same submarket, delivered within a few years, at a comparable specification and unit size, then adjusting for specification uplift and amenity provision so the residual reflects the brand rather than the finishes.