Knight Frank has unveiled its inaugural Residence Report, highlighting the rapid growth of luxury branded residences worldwide and the shifting dynamics of the sector. Central to the report is the Global Branded Residence Survey 2025, which assessed nearly 80 luxury brands — from established hotel names like Four Seasons and Ritz-Carlton to newer non-hotel entrants such as Bentley and Aston Martin.
The survey reviewed more than 1,000 live and pipeline schemes across 83 countries, underscoring a sector in strong expansion mode.
A Fast-Growing Market
The branded residences market has grown sharply over the past decade. According to Knight Frank’s Global Head of Research Liam Bailey, the number of schemes surged from 169 in 2011 to 611 today, with projections of 1,019 by 2030. Unit numbers are also expected to rise from 27,000 in 2011 to more than 162,000 by 2030.
“Momentum has accelerated since 2023, fuelled by growing demand for branded living and developers’ appetite for premium positioning,” Bailey said. While growth may moderate after 2028, the sector remains on track for sustained expansion, supported by broader geographic diversity and the entry of new brands.
From Prestige to Purpose
Knight Frank noted that luxury developments are evolving beyond location and prestige.
“Luxury residential developments are moving beyond location and prestige. They are becoming centres of innovation — integrating design, lifestyle and placemaking to create environments where people can truly live, connect and belong,” said Dominic Heaton-Watson, Associate Director, International Residential, Knight Frank Property Hub.
This shift is increasingly visible in Asia-Pacific and Malaysia. “Buyers are focusing on wellness, community, and long-term value rather than prestige alone,” added Adrian Yeoh, Executive Director, International Project Marketing, Knight Frank Property Hub. “With Malaysia emerging as a potential hub for branded communities, developers here have the opportunity to align with these global shifts.”
Global Trends: Eastward and Southward Shift
The report highlights a steady eastward shift in the global centre of branded developments, driven by rapid expansion in Asia and the Middle East. While North America remains dominant, its share of live schemes (32.7%) is falling to 26.2% in the pipeline. By contrast, the Middle East’s share is set to rise sharply, from 15.9% of live projects to 26.7% of pipeline projects, led by the UAE and Saudi Arabia.
Asia-Pacific’s share is expected to ease despite strong pipelines in markets such as Thailand and India, while developers are also turning to new growth regions in Latin America.
Hotel Brands Continue to Lead
Hotel groups continue to dominate the sector, accounting for 83% of existing branded residences. While this share is expected to dip slightly, hotel brands will still make up about 80% of future schemes.
Interestingly, the link between hotels and branded residences is loosening. Currently, 82% of hotel-branded residences are co-located with a hotel, but in the pipeline this figure drops to 70%. In North America and the Middle East, a growing proportion of branded schemes — 49% and 43% respectively — are being developed as standalone residential projects.
The Residence Report concludes that the sector is no longer defined by prestige alone. With wellness, sustainability, and community gaining equal weight, branded residences are increasingly positioned as purpose-led lifestyle destinations.
