The Branded Residences market in Asia is rapidly expanding and highly dynamic, becoming a segment to watch in the real estate and services sector, with Thailand as a key market leader. According to C9 Hotelworks, the current value of the Branded Residences market in Asia has an active pipeline worth up to 30.7 billion USD, with over 38,893 units across 178 projects, and an additional 28,460 units in 105 announced projects yet to launch, demonstrating the strong growth potential of Branded Residences in the Asian market. Key trends include:

  1. Leap in Growth: The Branded Residences market in Asia has grown by an average of 10% per year over the past five years (2021-2025) and is expected to continue this growth, with projections indicating that the number of units in Asia will exceed 80,000 by 2028, led by Southeast Asia.
  2. Diversity of Project Types: Most Branded Residences in Asia are co-located with hotels, accounting for 57% of current projects. However, mixed-use (24%) and standalone (19%) projects have been on the rise, reflecting the market's adaptation to diverse demands.
  3. Brand Expansion: In addition to global luxury hotel brands like Four Seasons, The Ritz-Carlton, and Mandarin Oriental, lifestyle and non-hospitality luxury brands such as Porsche and Etro are increasingly entering the market, currently representing 4% of all projects, indicating a demand for distinctive and unique Branded Residences beyond just hotel service excellence.
  4. Demand for Luxury Lifestyle and Premium Services: Buyers of Branded Residences are not just looking for a home but a trophy asset that stands out in design and location, along with an elevated lifestyle, hotel-level services, complete amenities, security, and the social status that comes with owning branded real estate.
  5. Expansion into Secondary Cities and New Tourist Destinations: While major cities and well-known tourist spots remain popular, rising land costs are prompting developers to seek opportunities in secondary cities and emerging tourist destinations in the region, such as Rayong and Khao Yai in Thailand, or Johor and Sabah in Malaysia.

Thailand in the Branded Residences Market

Thailand holds the number one market share in Asia for Branded Residences at 18% of the total project value, surpassing key competitors like the Philippines (12%) and South Korea (11%). Thailand also has the highest number of launched units in the primary market, with 12,656 units across 55 projects, and 14,389 active units in 63 projects. The highlights of Thailand in the Branded Residences market include:

  • Diverse Locations: The Branded Residences market in Thailand is spread across major cities and key tourist destinations, particularly Phuket, which leads in the number of units and projects, followed by Bangkok, Pattaya, and Hua Hin. There is also expansion into new areas such as Rayong and Khao Yai.
  • Renowned Tourism: The booming tourism industry has created demand for secondary residences and rental income opportunities, with Thailand ranking among the top tourist destinations, such as Chiang Mai, which was ranked 1st in World’s Best Cities in Asia 2025 by Travel+Leisure, and Bangkok, which made it to the top 10 in the Traveler’s Choice Awards 2025 by Tripadvisor.
  • Brand Reputation: Collaborating with global hotel and lifestyle brands enhances the value and credibility of projects, with a wide range of brands available in Thailand.
  • Market Demand Response: Branded Residences in Thailand cater to various income groups, both Thai and foreign, seeking residences that offer luxury, quality, service, and security, with projects positioned in Upscale Midscale and Luxury segments at 320% and 15%, respectively.

Challenges and Future Outlook

While Thailand is in a leading position, it faces increasing competition from emerging markets, particularly Vietnam, which has the highest number of future projects (41% of the total) in Asia, indicating significant growth potential ahead.

However, with strong fundamentals, the country's attractiveness, supportive policies, and the ability to collaborate with global brands, Thailand has a good opportunity to maintain and strengthen its leadership position in the Asian Branded Residences market in the long term.

Source

C9 Hotelworks Research https://c9hotelworks.com/wp-content/uploads/2025/06/Asia-Branded-Residences-Market-Review-June-2025.pdf

Travel+Leisure https://www.travelandleisure.com/worlds-best-awards-2025-cities-asia-11749199

Tripadvisor https://www.tripadvisor.com/TravelersChoice-Destinations