The global branded residences market concluded 2025 on a high note, with the number of developments reaching an estimated 910 projects, up from 764 in December 2024, according to Savills.
The year proved one of the most dynamic in recent history, with global branded residences expanding by 19% and demonstrating strong performance across both urban and coastal locations.
Savills’ latest Global Residential Development Consultancy report forecasts that this concept will continue its international expansion, reaching 25 new countries by 2032 — including Georgia, Armenia, and Pakistan — and introducing 39 new hotel brands alongside 19 non-hotel brands.
“The momentum in the sector remains robust,” said Louis Keighley, Head of Global Residential Development Consultancy at Savills. “Our data indicates that a further 837 projects are expected to enter the market by 2032, taking the global total to 1,747 developments.”
These developments range from exclusive beachfront properties with direct access to the sand and bespoke services, to penthouses in skyscrapers offering spectacular city views. They have performed strongly in major urban hubs such as Dubai, Miami, London, and New York, as well as in sought-after coastal destinations including Phuket, Los Cabos, and Comporta.
Paula Sequeira, Director of Consultancy & Valuation at Savills, noted that “Portugal has consolidated its position as a leading destination for high-end and luxury residential projects. The country continues to attract increasingly sophisticated developments, often associated with prestigious hotel and lifestyle brands.”
She added: “This trend strengthens Portugal’s standing in the European market. Despite the notable growth and visibility achieved in 2025, the country’s potential in this segment is far from fully realised.”
Hotel chains continue to dominate
Major hotel groups remain at the forefront of the branded residences market, particularly at luxury and upper-upscale levels. Marriott and Accor lead with hundreds of projects in the pipeline, supported by multi-brand portfolios spanning more than 35 labels. However, the strongest growth opportunities are emerging among fashion, dining, and automotive brands.
Three new categories of non-hotel brands — media, music, and art — entered the market in 2025, with Elle, Pharrell Williams, and the Louvre pioneering these sectors. Savills anticipates further expansion into sports, gaming, and cinema brands in the coming years.
Growth surges in the Middle East, Africa, and Asia-Pacific
While North America has lost some prominence in branded residences, the Middle East and North Africa saw remarkable growth of 187% over the past five years, largely driven by Gulf markets and Dubai. Asia-Pacific also grew by 55%, led by Vietnam, Thailand, and India.
In 2025, Europe and Central and Latin America recorded over 50 new urban and resort developments. Savills expects that by 2032, the global branded residences market will achieve a more balanced distribution, with no single region accounting for more than a quarter of worldwide supply.
Branded Residences: Portugal is the European country with the most projects in the pipeline
The phenomenon of Branded Residences is “in rapid growth” in Portugal, as recently stated by Pedro Fontainhas, Executive Director of the Portuguese Association of Residential Tourism and Resorts (APR). The Savills Global Residential Development Consultancy study, Branded Residences: Portugal Snapshot 2025, confirms this trend, concluding that Portugal is the European country with the most projects in the pipeline for the next five years: by 2031, the country will have over 1,200 branded resi