The rise of branded residences: Why ultra-high-net-worth individuals prefer hotel-managed homes

A fusion of luxury, exclusivity and world-class hospitality.
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By Khalil Adis

An artist impression of W Residences Singapore - Marina View. Photo: Boulevard Development Pte Ltd (IOI Properties Singapore)

Imagine coming home to a dedicated concierge, butler, and housekeeping services - available at your beck and call.

This is the reality of branded residences.

As the name suggests, branded residences are private homes developed in collaboration with luxury hospitality brands like W, Marriott and Capella.

Unlike traditional condominiums, these residences benefit from the brand’s design expertise, service standards and global reputation.

​For ultra-high-net-worth individuals (UHNWIs), branded residences promise a unique blend of prestige, lifestyle, and investment value.
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A growing trend in Singapore’s luxury market

An artist impression of W Residences Singapore - Marina View. Photo: Boulevard Development Pte Ltd (IOI Properties Singapore)

Branded residences aren’t new to Singapore.

​In fact, I had witnessed first-hand how such bespoke living started to become ubiquitous from 2008.

That year, The St. Regis Residences Singapore pioneered the concept, integrating private residences with a five-star hotel.

Since then, luxury developments like The Ritz-Carlton Residences Singapore and The Residences at W Sentosa Cove have emerged, reflecting Singapore’s status as a global financial hub.

Now, W Residences Singapore - Marina View is set to raise the bar once again.

​Jones Lang LaSalle (JLL) report called ‘The rise of branded residences in Asia Pacific”,  concurs with this.

“Over the past decades, branded residences have become a highly profitable and desirable development opportunity, globally and in Asia Pacific in particular. These exclusive properties, known for their prestige, convenience, and innovative designs, have experienced significant growth in the region since the introduction of the Amanpuri in Phuket in 1988, which is widely regarded as Asia’s first branded residential development,” its report cites.
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What makes branded residences so desirable?

According to JLL, branded residences offer significant benefits to developers, buyers, and brands alike:

• For buyers: Superior design, service standards, and capital appreciation.
• For developers: Faster sales, premium pricing, and global brand recognition.
• For brands: New revenue streams and market diversification.

Having written about and visited The Residences at The St. Regis Bangkok and the Ritz-Carlton Residences Singapore, I can say with certainty the above-mentioned statements are true.

These advantages come at a cost, including brand commitment fees, technical services, and homeowners association (HOA) management fees.

As a result, branded residences command premium prices in the luxury market.
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Why Asia Pacific is a hotspot for branded residences

The Asia Pacific region is witnessing rapid growth in the branded residence sector, driven by a booming UHNW population.

According to the Knight Franks’s The Wealth Report released in 2023, Singapore, Malaysia, and Indonesia rank as part of the top 10 fastest-growing UHNW markets where their wealth population has expanded by 7 to 9 per cent.

In Asia Pacific, the UHNW population experienced a substantial growth of nearly 51 per cent within the period spanning five years leading up to 2022.

​JLL notes that Singapore holds 6 per cent of the region’s existing supply, while markets like Thailand and China lead in future supply.

Urban branded residences like W Residences Singapore - Marina View cater to primary and secondary homeowners, while resort properties offer investment potential through rental pools.

The cost of exclusivity

However, developing branded residences comes with significant costs, reflecting the premium pricing of these properties.

Based on the branded residences that I had visited and written about such as The Residences at W Bali Seminyak, The Residences at The St. Regis Bangkok and The Ritz-Carlton Residences Singapore,  there are various license costs and fees.
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According to JLL, these include the residential marketing license fee, which allows developers to use the brand’s name and trademarks in marketing materials. 

​Here’s a snapshot of typical licensing and operational fees, according to JLL:

Source: JLL estimate

Would you invest in a branded residence?

An artist impression of W Residences Singapore - Marina View. Photo: Boulevard Development Pte Ltd (IOI Properties Singapore)

For UHNWIs, branded residences are more than just homes - they’re a statement of status, service, and legacy.

As Singapore cements its position as a global wealth hub, the demand for these ultra-exclusive residences is set to grow.

“Luxury hotel brands continue to drive sales price premiums and elevate the perception of developments,” says JLL.

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