Why the Branded Residences Market Is Surging
Industry leaders explore the forces drawing brands to the booming amenity-rich lifestyle sector
Imagine living in a condo with everything at your fingertips: a full suite of amenities—from coworking spaces and wellness facilities to art studios and private screening rooms—all paired with luxury hotel services and wrapped in a stunning design. That’s the allure of today’s branded residences, and it’s no surprise demand is skyrocketing.
In a post-pandemic world, “people are looking for space, but also a lifestyle experience,” says Adelina Wong Ettelson, global head of residences marketing at Mandarin Oriental, which entered the market in 2003 with its New York residences and now operates 13 such properties worldwide. “Hotel brands are entering into this business because people are looking for more than just shelter. They’re looking at a home as a reflection of themselves. It’s about the comfort and exclusivity of having this private home with all the services—the ease of living at a 5-Star hotel.”
Branded residences are also relatively insulated from economic cycles while also helping developers finance projects. “Our product is geared toward high-net-worth buyers who are less sensitive to interest rate fluctuations and are more focused on the longterm value and unique lifestyle these properties offer,” says Nick Pérez, president of the Related Group’s condominium division. “Ultimately, the demand for branded luxury properties remains high due to their exclusive nature and consistent quality.”
Indeed, over the past decade, branded residential projects have increased by more than 160 percent, according to a 2023 report by Savills, a global provider of real estate services. As of mid-2023, there were 690 completed projects, with an additional 600 slated for completion by 2030.
It’s not just major hotel players entering the market. Take veteran hotelier Liz Lambert. With the new iteration of El Cosmico opening in 2026 in Marfa, Texas, Lambert is expanding on her original vision, partnering with Bjarke Ingles Group (BIG) and 3D-printing company ICON to create the first-ever large-scale 3D-printed residences, dubbed Sunday Homes, alongside a new hotel. Not only do the homes “help underwrite the hotel,” she says, it’s a way to make people feel “like ambassadors to the community.”
