Branded Residences: Among the Fastest Growing Markets for HNWIs

As a market trend, the data is certainly compelling: supply levels are forecast to exceed 1,100 schemes by 2027, nearly doubling current supply levels, according to Savills. The Middle East and Asia Pacific have seen 400% and 216% increases, respectively, in their levels of supply of schemes over the last decade, and some of the fastest-growing global locations include London, Miami, NYC and Dubai, with Saudi Arabia and Qatar also experiencing rapid growth.

For hoteliers, the draw is clear: amplifying the brand increases both developer and consumer confidence, making branded residences resilient, even in adverse market conditions. For occupants, branded residences provide the balance, freedom and service levels sought by a growing number of HNWIs in their 40s and above, as well as a discerning younger generation.

Dubai has firmly established itself as a prime destination for redefined residential, with over 40 branded residences already in place, the city is set to witness the addition of over 30 new residential developments, further cementing its position as a top choice for discerning homeowners.

Here at MAWD, with a portfolio that includes multiple large–scale residential developments, each with over 10,000 sqft of amenities, we are well–placed to deliver cutting–edge design for new branded residences worldwide.

There are 3 key drivers to our design approach:

Building brand loyalty is good for the hotelier, good for the developer, and good for the occupant. Global elites are seeking urban upscale (often second) homes, life–enriching investments, and preferencing hotel brands they already recognize and love. Well-known brands that already have a reputation for exceptional design and personalized service also have the advantage of attracting new customers wanting a seamless guest experience in a place that feels like home.

In bringing a wealth of experience from the residential and hospitality sectors, MAWD are experts at understanding global demographics and local context. Going forward, demand for branded residences will come from the growing HNWI community who want to spend their time in multiple destinations. As such, branded residences bring the advantage of assured quality, with rich design details such as lighting, material selection and modern finishes creating a warm ambience and a homely feel. This demographic also places a high value on optimized planning (including spaces for wellness and work) inside the home, along with an overall impression of the building being firmly rooted in the local context.

What sets branded residences apart is the comfort of personalized assistance, service and amenities curated specifically to meet occupants’ needs. The ongoing asset management by the operator offers owners security (particularly if they are only there part-time), while the amenities may range from spa and wellness centres to outdoor terraces, rooftops, restaurants, and places to meet friends.

As with all our projects, the key was to tailor the amenities to occupant desires and lifestyles, ensuring immediate and long–term appeal. Guests can expect unwavering certainty in their experience. That is the defining attribute that sets branded residences apart.