CBRE Thailand, a leading global real estate consulting firm, reveals that the Branded Residence market in Thailand continues to grow robustly, with Phuket and Bangkok as key cities to watch. It highlights the significant differences in Thailand's Branded Residence market, which is not limited to luxurious design and world-class service but also encompasses quality standards in all aspects of living that instill confidence in consumers.

Ms. Atthaya Kasemlawat, Head of Residential Project Sales at CBRE Thailand stated, "Amid economic challenges, the Branded Residence market has demonstrated its potential for continuous growth, successfully navigating through economic crises at every turn."

"Most customers have confidence in the brand and appreciate the service that comes with it. While many may view Branded Residences as merely distinguished by design and service, the reality is that hotel operators have collaborated to set standards for product development across various dimensions to ensure maximum comfort for residents, such as room sizes, materials used in projects, common areas, as well as safety, hygiene, and even environmental conservation standards. These standards are elevated according to international benchmarks set by various hotel brands, which may differ in details. Although these enhancements increase development costs, they result in high-quality products that meet the same global standards. These standards are not merely components that can be 'plugged in' after project completion but are foundational elements of design meticulously crafted from the outset. These attributes can sustainably add value to residences, making Branded Residences highly popular for both personal living and investment purposes,"

“Additionally, Branded Residences attract buyers from various countries worldwide who trust the brand and are confident they will receive the same standards in both products and services, along with various benefits within the global hotel network,”Ms. Atthaya added.

Currently, the Asia-Pacific (APAC) region is emerging as a significant hub for Branded Residences, holding a 24% market share of completed projects, trailing North America, which has a 34% share. When considering both completed projects and those under construction (Pipeline), it is projected that both regions will have an equal market share of 23%, reflecting the strong growth potential of Asia-Pacific.

Thailand has already emerged as the leader in the Branded Residence market in Asia-Pacific, holding the position of the country with the most completed projects in the region. Currently, Thailand has over 40 completed Branded Residence projects, the highest in Asia-Pacific, and ranks second after Vietnam in terms of projects under construction. However, when combining both completed projects and those in progress, Thailand will become the country with the most Branded Residences in Asia-Pacific and the fourth in the world, following the United States, the United Arab Emirates, and Mexico. Furthermore, at the city level, Phuket and Bangkok are among the cities to watch, with Phuket ranking as the fifth city globally for the most Branded Residences and Bangkok in seventh place.

According to CBRE data from the first half of 2025, Phuket has Branded Residences accounting for 10% of the total condominium units, while Bangkok has only 1% of the total condominium units in the city center. This reflects that this type of residence is limited, with unique characteristics in terms of global standards and management under leading hotel brands, and all locations are situated in prime locations. Branded Residences are thus considered 'rare items' in the real estate market, offering superior returns and continuously increasing value, catering to investors seeking unique and stable assets.

Key factors that attract investment in Branded Residences in Thailand and contribute to the highest growth in Asia-Pacific include the strong growth of the tourism sector as a global destination, the readiness of infrastructure, internationally recognized healthcare service standards, quality education systems, a reputation for service, and a good quality of life, as well as value and returns on investment. Given the potential for profitability and good returns in real estate, these factors have made Phuket and Bangkok the most beneficial cities and have the highest number of Branded Residences in the world. Moreover, the increasing demand for luxurious residences and high-end lifestyles that require comfort and high quality of life is a continuously growing trend.

For investors seeking worthwhile returns, investing in luxury condominiums remains one of the top appealing options, especially for projects located in central urban areas, near public transport systems, Grade A office buildings, and leading shopping malls. Furthermore, if those projects are managed by global brands, it further enhances value and confidence for both buyers and renters. Therefore, whether for short-term or long-term investment, investing in Branded Residences, particularly those with freehold ownership rights, offers highly attractive returns. According to CBRE's transaction data, Branded Residences in the same location can generate rental yields (Gross Yield) that are 50%-80% higher than non-Branded Residence projects, reflecting their true potential.
“Branded Residences have emerged to meet the needs of those desiring a lifestyle above the standard of five-star hotels, which maintain the same standards globally, and can also be owned with pride,”Ms. Atthaya concluded.