Executives from Capstone Asset, a leader in lifestyle and hospitality real estate, are shifting their focus to the high-end real estate market globally, particularly towards Branded Residences—properties managed by world-renowned brands. The executives emphasize that this trend is not just a fad but a development in living and investment where consumers value lifestyle experiences over mere property ownership. They are preparing to sign a partnership with a leading global branded residence provider to develop Peylaa Phuket into Full-Service Branded Residences, set to launch in the fourth quarter of this year.

Mr. Thitiwat Kuvisitsuwan, CEO of Capstone Asset, the developer of the Branded Residence project under the name Peylaa Phuket in the hot location of Bang Tao, Phuket, shared insights from Global Branded Residences indicating that the Branded Residence segment is expected to grow by over 155% from 2019 to 2024, with projections suggesting a further increase of 208% from 2025 to 2031. Most projects are located in countries known for tourism and business hubs such as Dubai, Miami, New York, London, São Paulo, as well as Phuket and Bangkok. The buyer and renter demographics include foreign investors, digital nomads, relocators, and businesspeople seeking a global lifestyle.

The design and construction processes adhere to international safety and quality standards, going beyond Thai regulations to meet true global requirements.

Project management will be overseen by a global hotel brand, offering services that surpass typical condominiums, complete with comprehensive amenities and consistent service standards. Post-sale, clients can be assured that everything will proceed according to Brand Standards, fostering long-term confidence.

This distinction assures residents and investors that the brand will enhance value and credibility. Branded Residences typically have resale values and rental rates that are 30-40% higher than standard projects.

Additionally, the design, architecture, and material selection are all supervised by the brand, ensuring overall quality that exceeds the general market in terms of aesthetics, durability, and global standards, Mr. Thitiwat stated.

With over twenty years of experience in luxury hotels and real estate, the Capstone Asset executive shared his perspective on Phuket before and after the COVID-19 pandemic. He noted that prior to the pandemic, Phuket was a competitive resort destination alongside Bali, but post-COVID, it has increasingly become a target for relocators rather than just tourists.

“Currently, Phuket is not just a seaside tourist destination; it is evolving into a significant residential and investment hub in Thailand, attracting both short-term and long-term visitors, including those seeking permanent relocation. The visitor demographic is becoming more diverse, including businesspeople choosing Phuket as their long-term operational base, digital nomads working remotely, and relocators seeking a high quality of life in a conducive environment. Phuket is thus becoming a 'second home' for many. The market expansion in Phuket is evident, with infrastructure development responding to the needs of long-term residents, such as government investments in transportation and utilities, the rise of international schools catering to expatriate families, modern health and wellness centers, fitness facilities, outdoor activities, and international restaurants reflecting cultural diversity.

This growth is not limited to the hotel or tourism sector but encompasses real estate, education, health, and various services that cater to a comprehensive lifestyle. Phuket is no longer just a 'destination' but is becoming a 'starting point' for a new way of life that blends leisure, work, and sustainable living,” Mr. Thitiwat concluded.

Mr. Thitiwat described the real estate business in Phuket as increasingly diverse, with property purchases prioritizing communities that support daily living over mere proximity to the beach. “Phuket has developed into a Coastal City where customers seek residences close to amenities such as supermarkets, international schools, hospitals, wellness centers, and recreational facilities. This is partly due to the presence of relocators from Europe, Japan, and the United States. Branded Residences in Thailand are gaining popularity, especially in Bangkok and Phuket, which are central cities for high-end investors and tourists. International investors from Asia, Europe, and the Middle East are interested in purchasing as second homes or for rental purposes, making Thailand one of the leading countries in the Branded Residence market in Southeast Asia.”

Regarding the Peylaa Phuket project, which is a Branded Residence managed by Capstone Asset, Mr. Thitiwat revealed that they are currently finalizing details with a global brand, expecting to officially launch in early Q4 of this year. “Peylaa is a perfect blend of world-class hotel experiences with daily living, offering full convenience, comprehensive amenities, superior safety standards, and outstanding investment potential.”

Branded Residences provide more than just housing; they elevate ownership to an experience and service level that is distinct, supported by reputable brands and expertise, ensuring quality and long-term value.