The Branded x Residential stage was hosted for the first time at this year’s International Hospitality Investment Forum (IHIF) EMEA in Berlin.
Sharing insights from the latest Savills European branded residence report, Louis Keighley forecasts roughly 1,850 completed projects by 2032, with Europe representing 113 per cent growth over the forecast period. Turkey tops the leaderboard as the most popular destination by number of projects, existing and pipeline.
The number of non-hospitality brands entering the market has rapidly grown over the past 10 years, standing at approximately 90 brands currently. Pininfarina, Missoni and Nobu are all new entrants in Europe. As the continent captures a larger share of the luxury pipeline, the average brand premium is also expected to shoot up from 29 to 38 per cent.
Growth of standalone and resort
Globally, the share of standalone projects is set to rise to 34 per cent, however this figure will remain stable at 29 per cent in Europe. Daniel von Barloewen from Accor One Living shared that 30-35 per cent of the group’s signings are standalone, though location is critical to success. In emerging destinations, service charge certainty will factor high in decision making. He added that “service charge is one of the hottest topics among homeowners associations” which have the voting power to terminate an agreement if expectations are not met.
The resort pipeline across Europe is expected to reach 65 per cent of total volume over the next six years. Philipp Henle of RoundShield highlighted leisure and resort destinations in Western Europe – specifically Italy, France, and Spain – as core markets for development due to undersupply, particularly in the luxury segment. He added that co-located branded residences tied to a hotel brand are able to command pricing power and de-risk the hotel investment, helping to crystallise bases for greater return.
The value of a brand
Developers agreed that brands can deliver trust and certainty for buyers while supporting sales velocity and price premiums. Branded residences are also increasingly used as a financing tool, with pre-sales helping to de-risk projects, improve cash flow, and unlock debt for associated hotel developments. Enrique Benjumea, founding partner of Blasson Property Investments, argued however that if a project cannot stand on its own merit, then the brand is not the solution.
Dana Jacobsohn, CDO of luxury and mixed-use at Marriott International, gave a structured view of brand value, divided across four stakeholder groups:
- Consumer – seeks community, experience and wellness; brands provide certainty and trust in the product and service delivery.
- Developer – brands help to differentiate product, support sales velocity, and diversify the capital stack, with residences playing a key role in financing.
- Brand – generates recurring revenues through fees and royalties, with branded residential proving a resilient income stream, even during market disruptions.
- Consultant – plays a role in quantifying brand value, demonstrating price premiums and helping to justify branding costs to developers and investors.
Buyer behaviour and preferences
Throughout the day, it was generally agreed that buyers are more global, mobile and younger. They may not use branded residences as a primary home, placing more value on flexible living. Jenny Naylor from Brand Atlas highlighted a key difference in buyer psychology, with non-branded buyers focussed on location, price and design, while branded buyers are usually influenced by lifestyle, identity, and brand certainty.
Brian Betel of ActivumAG shared how ultra-luxury, high-net-worth buyers have little interest in rental programmes and place greater focus on privacy and exclusivity. Mitra Ghamsari of Persepolis Investments also said that luxury buyers are very sophisticated, especially international buyers who come with a deep team of legal and tax advisors to secure a solid investment. She added that up-and-coming buyers do not fully understand the mechanics of the product and require education during the sales process.
Future outlook
“In one word: more,” said Chris Graham of Graham Associates, who highlighted the untapped opportunities in wellness and longevity, technology, and senior living. Alfredo Bataller, founder of SHA Wellness Clinic, supported the claim – the brand is launching its first residences in AlJurf, between Dubai and Abu Dhabi, in 2026/27.
Entries to the Global Branded Residence Awards open on Monday 13th April. Hosted by Eloise Hanson, editor of Boutique Hotel News, the awards are designed to raise the bar for benchmarking excellence. Further details about the 17 award categories and criteria can be found here.
