Q4 2025 Market Insights

The branded residences sector continued its global expansion in Q4 2025, with 42 new projects added to the pipeline across 18 countries. This brings the total number of completed and pipeline projects worldwide to over 900, a milestone that underscores the sector's remarkable growth trajectory over the past decade.

The Middle East remained the most active region, accounting for 35% of new project announcements, driven by continued demand in Saudi Arabia, the UAE, and Qatar. Saudi Arabia's Vision 2030 programme continues to be a major catalyst, with several giga-projects now entering the branded residences selection phase. The UAE, meanwhile, saw sustained activity in Dubai and Abu Dhabi, with new entrants including automotive and fashion brands alongside established hospitality operators.

Southeast Asia also showed strong momentum, with new projects in Vietnam, Thailand, and Indonesia. Vietnam in particular emerged as a key growth market, with several international hotel brands announcing their first branded residences developments in Ho Chi Minh City and Da Nang. Thailand's resort markets — Phuket, Koh Samui, and Hua Hin — continued to attract developer interest, supported by favourable foreign ownership regulations for branded projects.

Average sales premiums for branded residences held steady at approximately 30–40% above comparable non-branded developments, with luxury hotel brands continuing to command the highest premiums. However, the data also revealed a narrowing gap between hospitality brands and newer entrants from the automotive and wellness sectors, suggesting that buyers are increasingly motivated by lifestyle alignment rather than brand category alone.

A notable trend in Q4 was the increasing diversification of brand categories entering the sector. Beyond traditional hospitality brands, automotive marques such as Porsche, Mercedes-Benz, and Lamborghini, alongside fashion houses like Dolce & Gabbana and Elie Saab, accounted for a growing share of new announcements. This diversification reflects a broader shift in buyer expectations — today's branded residence buyer is looking for a holistic lifestyle proposition, not simply a hotel-managed apartment.

The operational model for branded residences also continued to evolve in Q4 2025. An increasing number of projects are adopting hybrid models that combine the service infrastructure of a hotel with the privacy and personalisation of a private residence. This approach has proven particularly effective in resort destinations, where buyers value access to hotel-level amenities without the constraints of a traditional hotel stay.

On the supply side, the data suggests that the market is beginning to mature in certain segments. The rate of new additions, while still robust, showed a slight deceleration compared to Q3, indicating that developers are becoming more selective in their brand partnerships and more rigorous in their feasibility analysis — a healthy sign for the long-term sustainability of the sector.

Looking ahead to 2026, Icon Partners expects continued sector growth, with particular momentum in Saudi Arabia's giga-projects, the Maldives resort-residence segment, and European urban branded residences in cities such as London, Madrid, and Milan. The firm also anticipates growing interest in branded residences as an asset class among institutional investors, driven by the sector's track record of premium pricing and accelerated sell-out timelines.

The full Q4 2025 Market Insights report, including detailed regional breakdowns and brand performance data, is available exclusively to Icon Partners clients. Contact us to request your copy.