A home operated and design-controlled by a hotel or luxury brand, and sold under that brand's name — typically with hotel-grade services, amenities and a managed, lock-and-leave way of living.
The model began with hotels extending their name to adjoining apartments; it now spans fashion houses, car marques and design studios. What unites a genuine branded residence is three things: a service contract with the brand's own operator (not merely a licensed badge), design control by the brand's studio, and scarcity discipline over how many doors carry the name.
The category has grown sharply — from a few hundred schemes a decade ago to roughly 910 worldwide by the end of 2025 — with Dubai, Miami, London and the Costa del Sol the largest markets. Buyers pay for the certainty as much as the name: a known standard, a building someone else runs, and a home ready to occupy the day it completes.
A branded residence interior — design-controlled by the operator. Placeholder image.
Do branded residences cost more?
Yes — typically a premium of around 20–35% over comparable non-branded property in the same market, widest where the brand is scarcest (our Prime Index puts Dubai near the top, at about +35%). You can read the full tracker in the LPM Prime Index.
Are they a good investment?
Branded units tend to be more liquid and to hold value better than comparable stock, especially the scarcest names and the lower-floor "entry" units in the most-wanted buildings. As ever, take advice for your own circumstances.
Do you have to use the hotel services?
No — services are optional and pay-as-you-use. But the building carries service charges reflecting the operator's standard, which you should budget for.
