Branded residences represent an innovative trend within the luxury real estate sector, blending the comfort of home with the style and standards of renowned brands, typically in the hotel or luxury sectors. This concept consists of residential developments operated or supported by renowned brands, such as hotel chains (Four Seasons, Ritz-Carlton, Aman, Hilton, or Marriott, among others) or fashion and design brands (Dolce & Gabbana, Armani, Karl Lagerfeld, Bulgari, Lamborghini, Porsche, etc.), which contribute their identity, exclusive services, and distinctive design to the properties. There are different types of branded residences, depending on the nature of the brand, the operating model, and the target audience.
These residences are typically located in premium locations in both urban and tourist areas, as they are highly focused on high-net-worth clients and offer buyers a unique combination of privacy, five-star hotel services, and a highly personalized living experience. Among the most notable benefits are 24/7 security, concierge service, maintenance, access to spas, gyms, gourmet restaurants, and, in some cases, private chef or chauffeur services. All of this is part of an experience that goes beyond traditional housing, transforming into an aspirational lifestyle.
The added value of a branded residence lies not only in the services and construction quality, but also in the prestige associated with the brand. This translates into greater stability and attractiveness in terms of real estate investment, as the brand’s reputation tends to maintain or even increase the property’s value over time.
Three parties are involved in the process:
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- Developer: Develops a building for hotel use
- Investor: Purchases the serviced apartment
- Hotel operator: Provides hotel services in both the hotel and the apartments, using the hotel or luxury brand
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These properties have gained particular popularity in tourist destinations and cosmopolitan cities such as Dubai, Miami, Mexico City, London, and Bangkok. However, their presence is beginning to expand in emerging markets, driven by a growing demand for premium residential experiences. Some cities and locations in Spain where branded residences are available include Madrid, Barcelona, Marbella, and the Balearic Islands.
In conclusion, branded residences embody the evolution of the luxury real estate market toward more sophisticated offerings, where design, service, and brand prestige intertwine to offer residents an unprecedented way of life. They are much more than homes: they are status symbols, a secure investment, and an expression of modern luxury.
