Thailand Leads Asia in Luxury Branded Residences as Phuket and Bangkok Drive Growth

Laguna Phuket’s bold shift from traditional hotel development to branded residences reflects a broader Southeast Asian trend where luxury, lifestyle, and long-term ownership converge. The move by Phuket’s largest developer signals a strategic response to evolving investor demand and changing buyer preferences, aligning with a regional surge in branded residence projects that blend high-end hospitality with private residence ownership. This recalibration is unfolding against a vibrant backdrop: Phuket and Bangkok are leading Asia’s branded residence surge, while Thailand asserts itself as the market’s overall value leader, according to a comprehensive industry study. As the branded residences market in Asia continues to mature, developers, buyers, and policymakers are all recalibrating expectations about where value is created, how properties are positioned, and what kinds of projects generate sustainable demand over the long term.

Laguna Phuket’s strategic pivot: hotels to branded residences and its regional context

Laguna Phuket stands as a benchmark in the island’s property development landscape, renowned for its scale and influence in shaping Phuket’s resort tourism economy. In recent years, the company has increasingly redirected its capital allocation and development focus away from conventional hotel projects toward branded residences. This shift is not an isolated decision but part of a broader repositioning within the luxury real estate segment in Thailand and across Asia. Branded residences—properties affiliated with a recognized hotel name, offering private residential ownership with hotel-branded services and amenities—have emerged as a compelling proposition for both developers seeking premium yields and investors seeking style, service, and lifestyle continuity.

The executive logic behind Laguna Phuket’s pivot aligns with a multi-pronged regional trend. First, branded residences have gained traction as a safer diversification vehicle for developers whose primary business risk historically centered on hotel performance tied to cyclical tourism demand. Second, consumer demand has evolved toward owning a luxury home with the assurance of hotel-grade facilities, consistent service, and a curated brand experience that transcends typical condo living. Third, destinations like Phuket—already established as marquee tourist magnets—offer a compelling platform for integrating lifestyle branding with high-end hospitality to attract both regional buyers and international investors. In this context, Laguna Phuket’s decision embodies an adaptive strategy designed to harness the enduring appeal of branded residences while leveraging its existing brand equity, development capabilities, and access to high-net-worth buyers.

The shift also reflects a wider market structure in Asia. Phuket’s performance sits alongside Bangkok’s rising prominence as a branded residences hub; together they place Thailand at the forefront of Asia’s branded residence market. This regional frame is critical because it helps explain why Laguna Phuket and similar developers view branded residences not as an optional add-on but as a core growth engine. The broader market data underline that the luxury and branded residence segment has become a cornerstone of Thailand’s property sector, with significant implications for how developers plan, finance, and position future projects. The strategic emphasis on branded residences may also influence how Phuket’s tourism ecosystem evolves, potentially enhancing long-term demand stability and providing new channels for resort communities to attract residents who desire an integrated living-and-lifestyle experience.

Moreover, Laguna Phuket’s strategic focus dovetails with the national and regional dynamics described by industry observers. Thailand has established a leadership position in terms of value within Asia’s branded residences market, and this leadership is reinforced by the relative strength of the Thai market for branded residences compared with other Southeast Asian economies. The country’s weight in overall market value—capturing a substantial share of Asia’s total branded residence value—supports a favorable backdrop for developers who prioritize long-term asset quality, brand collaborations, and premium service offerings. Laguna Phuket’s example thus speaks to a broader trend in which developers leverage established destinations, seasoned brand affiliations, and a diversified product mix (luxe branded residences alongside traditional hospitality) to capture both current demand and potential future growth as buyers seek a blend of ownership flexibility and hotel-grade experience.

This shift toward branded residences by Laguna Phuket and peers also underscores the importance of brand partnerships in the region. The collaboration between hospitality brands and real estate developers creates a pipeline of projects designed to deliver consistent branding, service standards, and ongoing property value appreciation. For Phuket and other Thai markets, branded residences offer a pathway to attract sophisticated buyers who value the assurance of a globally recognized hospitality label, along with the conveniences, services, and social milieu associated with high-end resort living. Overall, Laguna Phuket’s move is emblematic of a broader strategic recalibration across the region as developers seek to combine lifestyle branding with ownership opportunities that appeal to a global audience.

Asia’s branded residences market at a glance: size, value, and country shares

The branded residences market across Asia has achieved unprecedented scale and value this year. The sector posted a record-breaking supply value of US$26.6 billion, driven by a total of 68,001 units offered across the region. This milestone highlights the maturation of branded residences as a mainstream asset class, driven by sustained demand from buyers seeking luxury living experiences that marry the prestige of hotel branding with the flexibility and privacy of residential ownership. The market’s expansion is not merely about more units; it also reflects a broader appetite for branded experiences, premium amenities, and the reliability of hotel-style services embedded in long-term living solutions.

Within this expansive regional landscape, Thailand stands out as the market leader in value. Thailand captures a 23.3% share of Asia’s branded residence market value, underscoring the country’s ability to monetize luxury branding in the residential segment. Close behind, the Philippines commands a 17.3% share, and South Korea accounts for 11.6%. These top-three shares illuminate the diverse geographic sources of demand for branded residences in Asia, with each market contributing a distinct mix of buyers, property preferences, and investment patterns. Beyond these leaders, emerging markets such as Malaysia, Vietnam, and India collectively contribute 24.5% of Asia’s total branded residence market share, signaling a broad-based and multi-frontal growth trajectory across Asia.

The Asia-focused market study also reveals important shifts in product composition and ownership models. A notable take-away is the dynamic between hotel branding and standalone branded residences. In Asia’s branded residences market overall, 12,330 units are spread across 80 developments affiliated with luxury hotel brands. These branded projects account for 31% of Asia’s total branded residence supply in the primary market, illustrating that a substantial portion of branded offerings remains closely tied to luxury hospitality affiliations. However, this proportion has evolved meaningfully since before 2020, signaling a transformation in how developers structure branded residence projects and the degree to which hotel components remain central.

The period from 2020 to 2024 has seen a marked shift in the composition of branded residences. Before 2020, the majority of branded residences—roughly 86%—were developed alongside hotel components. This trend reflected the synergies between hospitality and real estate, where hotel partnerships provided branding credibility, operational depth, and access to renowned service models. Yet in the recent years, this dynamic has shifted. The share of branded residences with a hotel component declined to 70% during 2020–2024, while standalone branded residences and mixed-use developments surged to 30%, up from only 14% before 2020. This evolution signals a growing demand for standalone brands and diversified development strategies that leverage the strength of hotel branding without forming a fixed hotel component within every project, a flexibility that can appeal to buyers seeking more ownership autonomy or a more varied investment thesis.

Looking ahead, industry forecasts suggest a robust growth trajectory for Asia’s branded residences. In the next three to five years, the supply of branded residences in Asia is expected to double, underscoring a sustained pipeline of new projects and continued appetite for branded living. This optimistic outlook is reinforced by notable project developers and brands signaling expanded commitments. In particular, Four Seasons Hotels and Resorts has publicly indicated a substantial future pipeline featuring branded residences, with 65% of their upcoming projects expected to incorporate branded residence components. This emphasis from a leading luxury brand signals broader industry confidence that branded residences will remain a central pillar of premium real estate development in Asia. If this growth unfolds as projected, the region’s branded residence market could see an even more pronounced shift in terms of buyer demographics, pricing dynamics, and the scale of cross-border investment activity.

The regional data also highlight a key geographic nuance: while total unit supply and project counts may cluster in certain countries, the market value tends to concentrate in urban destinations where buyers place a premium on walkable access to amenities, employment hubs, cultural offerings, and high-quality service ecosystems. This is complemented by a clear distinction between explicit hotel-brand partnerships and more flexible standalone branded residences that offer luxury branding without a hotel component. Taken together, the data paint a picture of a flexible, evolving, and increasingly sophisticated market for branded residences across Asia, marked by strong country-level leadership in value, a substantial contribution from brand-affiliated developments, and promising near-term growth expectations that balance both hotel-integrated and standalone product strategies.

Country and project counts: who leads in properties and units

From a purely quantitative perspective, the country-level data reveal Thailand as the leading market in terms of the number of branded residence properties, totaling 65 projects. Vietnam is not far behind with 59 projects, signaling a closely matched regional footprint among the next-tier leaders. When it comes to the sheer volume of branded residence units, however, Thailand ranks second with 16,271 units, while Vietnam holds a lead position with 17,680 units. These figures underscore an important distinction: the number of projects vs. the scale of units can diverge due to project size, development cadence, and market strategy. Large, multi-building developments contribute to a higher unit count, whereas a greater quantity of smaller projects may drive a higher project count without dramatically expanding total units. The Thai market’s strength in both project count and unit volume demonstrates a robust pipeline of branded residence activity that supports continued investment, brand partnerships, and consumer interest.

In the overall distribution of branded residence units by destination, Phuket emerges as a standout: it leads the field with 4,771 units spread across 26 developments. This urban-to-resort spectrum within Phuket illustrates a broad market that can accommodate different buyer preferences, from those seeking expansive resort-style living to those desiring more compact, urban-inspired residences within a resort ecosystem. Following Phuket, other major destinations in the region include Manila, Bangkok, Kuala Lumpur, and Pattaya, each contributing meaningful volumes to Asia’s branded residence market. Hua Hin ranks 10th in terms of unit count, signifying that while it may not match the top-tier cities for sheer volume, it remains an important node within Thailand’s overall branded residence network. The distribution pattern across these destinations indicates that while Phuket is a dominant hub for branded residence units, the broader Thai market and neighboring hubs in Southeast Asia collectively maintain a diversified and expanding footprint in branded living.

It is also important to note the market-wide relationship between price levels and destination type. The destinations with the highest average price per square meter (sqm) are Singapore at US$23,026 per sqm, followed by Japan at US$20,827 per sqm, and the Maldives at US$11,546 per sqm. These high price points reflect strong brands, premium locations, and demand from affluent buyers seeking luxury residence options with hotel-grade services. The pricing landscape across Asia’s branded residences reveals a spectrum where some urban centers command premium urban pricing, while certain resort destinations offer more accessible average pricing despite high perceived value, depending on location, brand, and product design. This price dispersion is a key driver for buyer decision-making, investment strategy, and the negotiation dynamics between developers and buyers in different markets.

In analyzing total supply versus price dynamics, a clear distinction emerges between resort-dominant volume and urban-dominant value. The resort destinations collectively account for 37,540 units, which represents 55% of the total branded residence supply. Urban areas, by contrast, contribute 30,461 units, or 45% of total supply. However, when evaluating market value, urban condo-branded residences lead the sector, representing 56% of the total value. This discrepancy reveals a fundamental economic truth: urban branded residences—often characterized by higher price per sqm, superior accessibility, proximity to employment centers, and a broader service ecosystem—tend to deliver higher market value even if the number of units is less than resort-focused developments. The implication for developers, investors, and policy planners is that urban-branded residence projects can drive higher returns and create more immediate value density per project, even if resort clusters attract larger volumes. This dual dynamic—volume in resorts and value concentration in urban condos—highlights the nuanced market architecture of Asia’s branded residence landscape and informs how developers balance portfolio options across destinations.

Mr. Bill Barnett, managing director of Phuket-based C9 Hotelworks, emphasizes this pricing dynamic with concrete comparisons. Urban destinations command significantly higher median prices per square meter than resort areas. For instance, urban condos in South Korea are priced at about US$28,713 per sqm, nearly triple the US$11,184 per sqm typical for resort condos in the region. In Thailand, the gap is also pronounced, with urban condos carrying a median price of US$8,323 per sqm versus US$4,614 per sqm for resort condos. These contrasts illustrate how the market values location, lifestyle, and density, with urban environments offering stronger capital appreciation potential and demand density. The data thus reinforce a critical strategic principle for developers and buyers: the same branded residence concept can deliver different investment profiles depending on whether the project sits in an urban core or a resort-dominated destination, and pricing signals reflect that difference.

Together, Phuket’s leading position in unit counts and Thailand’s leadership in value create a compelling narrative for the region. Phuket’s status as the top destination by unit count underscores its role as a magnet for both developers and buyers seeking scale, brand visibility, and a diversified product mix within a single market. At the same time, urban centers within Thailand and across Asia deliver the value leverage that many buyers prioritize, especially those seeking stronger liquidity, longer-term appreciation, and access to premium services and brand associations. The juxtaposition of Phuket’s unit-leading position with Thailand’s value dominance encapsulates the broader trend in Asia’s branded residences: a region where location-driven price dynamics, brand strength, and product segmentation converge to shape a multifaceted market with significant growth potential. As investor attention remains anchored on regions delivering both scale and high-value opportunities, Thailand and its flagship destinations—led by Phuket and Bangkok—are poised to continue playing a central role in Asia’s branded residence expansion.

Destination-by-destination: leading markets, unit counts, and price markers

Destination-level analysis reveals a concentrated cluster of activity around Phuket, Manila, Bangkok, Kuala Lumpur, and Pattaya, with Hua Hin marking a notable presence as the tenth-ranked destination by unit count. Phuket clearly dominates with a total of 4,771 branded residence units spread across 26 developments, reflecting its status as the focal point of Thailand’s branded residence surge. This concentration of units within Phuket suggests a mature market with a broad product spectrum, enabling developers to tailor offerings—from compact urban-inspired residences within resort settings to larger, more expansive luxury complexes that leverage the island’s resort identity. The scale of Phuket’s branded residence supply highlights the island’s continued magnetic pull for both domestic and international buyers seeking premium ownership experiences integrated with resort amenities, private residences, and sophisticated branding.

Beyond Phuket, Manila (the Philippines) and Bangkok (Thailand) feature prominently among the leading destinations for branded residences. Kuala Lumpur (Malaysia) and Pattaya (Thailand) also contribute meaningful shares of branded residence units, reinforcing the regional pattern of diversified demand across major urban and resort hubs. Hua Hin, a popular Thai resort town, sits at the 10th position in terms of unit count, indicating that while it is not among the top-tier markets for branded residence unit volume, it remains a viable destination with a credible branded residence presence. This distribution demonstrates that buyers are drawn to a range of settings—from the high-energy urban cores of Bangkok and Manila to the more laid-back, destination-driven appeal of Pattaya and Phuket—each offering distinct lifestyle propositions, price points, and service ecosystems that can be leveraged by developers to build diversified portfolios.

Another critical dimension of the destination analysis is pricing. The destinations with the highest average prices per square meter globally are dominated by a few high-cost markets. Singapore leads pricing per sqm at US$23,026, followed by Japan at US$20,827, and the Maldives at US$11,546 per sqm. These markets set the price ceiling benchmarks for branded residences in Asia, with buyers increasingly comparing Singaporean and Japanese product standards, service levels, and investment stability against similar luxury offerings in other Asian markets. In contrast, Thailand’s urban condo sector commands relatively higher pricing than resort options within the country, reflecting a broader market split: urban properties carry premium values due to location advantages, density, and access to premium services, while resort properties—though often larger in size and more price-competitive on a per-square-meter basis—offer lifestyle value, exclusivity, and resort-style amenities that remain attractive to buyers seeking holistic luxury living.

Within the supply mix, resort destinations maintain a dominant share, with 37,540 branded residence units accounting for 55% of total supply. Urban areas contribute 30,461 units, or 45% of total supply. Yet, when evaluating market value, urban condo-branded residences lead the sector with 56% of total value. This disparity between unit share and value share underscores that urban branded residences carry a higher price point and higher value-per-unit, even as the total supply remains more evenly distributed between resort and urban environments. The urban condo premium can be attributed to factors such as proximity to business districts, cultural offerings, high-end retail and dining options, and the enhanced convenience of living in a dense, walkable setting. In practice, this means buyers and developers should consider both the abundance of supply in resort destinations and the higher-value dynamics in urban markets when assessing portfolios, pricing strategies, and long-term asset management plans.

For context on per-sqm price benchmarks, a comparison across select markets helps illustrate how location, density, and branding drive pricing. South Korea’s urban condos show a median price per sqm of US$28,713, which dwarfs the US$11,184 per sqm seen in resort condos in the same region. This stark contrast underscores how urban centers attract higher price levels due to intensity of demand, premium service ecosystems, and stronger resale liquidity. Thailand mirrors this urban-resort differential, with urban condos carrying a median price of US$8,323 per sqm, compared to US$4,614 per sqm for resort condos. While Thailand’s overall per-sqm pricing is lower than the top-tier markets in East Asia, the urban premium is evident, highlighting a structural pricing pattern: urban branded residences tend to command higher per-unit values, while resort options offer scale and lifestyle appeal at somewhat lower per-sqm levels. This dual pricing reality informs investors about how to calibrate entry points, financing structures, and expected returns across diversified portfolios.

The Asia-wide branded residences market is still heavily influenced by brand affiliations with luxury hotel operators. The data show 12,330 branded residence units across 80 developments that are affiliated with luxury hotel brands, representing 31% of Asia’s total supply in the primary market. This metric underscores the continued relevance of luxury hotel partnerships in establishing brand credibility, marketing reach, and property value. Yet the market dynamics are shifting, with rising interest in standalone branded residences and mixed-use developments, reflecting a broader appetite for product flexibility, bespoke branding, and adaptable use cases beyond a traditional hotel-plus-residence model. The evolution in brand and form—moving toward standalone projects that are not strictly tethered to a particular hotel brand—allows developers to tailor services, branding strategies, and ownership structures to specific markets and buyer segments.

Tying these destination- and market-level insights together, it is evident that Asia’s branded residences market is characterized by both depth and diversity. Phuket’s strong unit position relative to other destinations demonstrates the region’s talent for delivering scale within a resort-dominated environment, while Bangkok, Manila, and other urban hubs show that value creation and premium pricing can be achieved in dense, service-heavy settings. The overarching trend shows growth in both standalone branded residences and hotel-branded projects, as developers respond to investor demand for flexibility, brand equity, and a wide range of living experiences. Price dispersion across markets reflects differences in urban density, amenity ecosystems, and buyer willingness to pay for brand-backed living experiences. As the market continues to evolve, developers like Laguna Phuket will likely continue to refine their brand partnerships and product strategies to capture the best of both worlds—delivering expansive development footprints for scale and creating premium, high-value urban condo options that maximize value capture for investors and buyers alike.

Urban versus resort dynamics: price signals and value concentration

A nuanced pattern emerges when comparing the urban and resort segments within Asia’s branded residences market. On one hand, resort destinations dominate the total supply, with 55% of units located in resort settings. On the other hand, urban destinations lead market value, accounting for 56% of the total value. This paradox highlights a fundamental distinction in how buyers value physical location and lifestyle amenities. Resort properties, with their expansive layouts, resort-style facilities, and integrated leisure experiences, deliver scale and aspirational lifestyle branding that appeals to a broad cohort of buyers and families seeking resort living. However, urban branded residences—often embedded in high-density, walkable environments with proximity to employment, culture, and dense service ecosystems—carry higher price per square meter and higher overall market value. The practical implication is that investors and developers should calibrate their portfolios to balance the scale advantages of resort living with the value-generating potential of urban-branded residences.

The pricing dynamics observed in concrete markets reinforce this theme. In Asia’s urban centers, the willingness to pay a premium per unit is evidenced by the dramatic per-square-meter differentials. For example, South Korea’s urban condos command a median price of US$28,713 per sqm, a figure that reflects the premium buyers attribute to location, density, and convenience. In contrast, resort condos fetch a median price of US$11,184 per sqm, roughly half of the urban premium in the South Korean context. Thailand exhibits a comparable urban premium, where urban condos command US$8,323 per sqm versus US$4,614 per sqm for resort condos. These numbers illustrate a consistent regional pattern: urban branded residences maintain higher pricing power, even when resort properties offer scale and lifestyle advantages. For developers and investors, this implies a strategic emphasis on establishing a robust urban branded residence product line in targeted markets where demand supports higher price points and stronger liquidity.

These price dynamics also influence consumer choice and investment strategy. Buyers who prioritize location, accessibility, and ongoing service quality may gravitate toward urban branded residences that promise premium per-sqm pricing and faster value realization in resale markets. Conversely, buyers who prioritize resort-like living, expansive space, and resort-brand immersion may prefer branded residences anchored in resort destinations where features such as expansive amenity complexes, resort partnerships, and global hospitality branding deliver a distinct lifestyle proposition. The market narrative thus emphasizes how location-driven value, branding depth, and product design interact to shape buyer behavior, pricing structures, and the long-term capitalization of branded residence assets.

From a broader perspective, these urban-resort price dynamics reflect a mature market where developers must craft nuanced strategies to optimize revenue, occupancy, and resale value across diverse destinations. The data suggest that a well-balanced portfolio—one that leverages the scale and amenity-rich environments of resort projects while also cultivating high-value, urban-branded residences—can deliver a spectrum of risk-adjusted returns for investors. For buyers, understanding the structural premium associated with urban density and proximity to cultural and economic centers can guide purchase decisions and expectations regarding future price trajectories. For industry observers, the urban-versus-resort pricing dynamic remains a central axis for analyzing market health, capital inflows, and the evolving role of hotel branding in the fabric of Asia’s luxury real estate market.

Market structure: branded residences affiliated with luxury hotel brands vs standalone offerings

A key structural feature of Asia’s branded residences market is the balance between developments affiliated with luxury hotel brands and standalone branded residences. The market includes 12,330 units across 80 developments that are affiliated with luxury hotel brands, constituting 31% of the total supply in the primary market. This proportion highlights the significant continuing influence of luxury hotel branding in shaping consumer expectations, marketing narratives, and service standards. The association with iconic hotel brands provides buyers with perceived safety, service quality, and ongoing brand equity that can facilitate resale and rental performance. These hotel-branded projects often incorporate hotel-like services, such as concierge, housekeeping, and facilities management, thereby offering a turnkey luxury living experience that mirrors the resort’s hospitality ethos.

However, the market has moved decisively toward greater diversification. Between 2020 and 2024, the share of branded residences with a hotel component declined to 70%, from a much higher level pre-2020. At the same time, standalone branded residences and mixed-use developments surged to 30%, up from 14% before 2020. This shift indicates a willingness by developers and buyers to embrace branding models that extend beyond traditional hotel-brand synergy, allowing for increased design flexibility, different ownership structures, and possibly more favorable asset-class differentiation. Standalone branded residences may focus on bespoke interior design, brand partnerships beyond hotel sponsorships, and curated lifestyle ecosystems that are not strictly bound to hotel operators’ operating models. Mixed-use developments, combining residential units with commercial, office, or other uses, further diversify the ecosystem, enabling cross-service and cross-brand experiences that can enhance demand density and revenue reliability.

From an investment perspective, the trend toward standalone and mixed-use branded residences could improve asset resilience by reducing exposure to hotel demand cycles and enabling diversified revenue streams within a single development. It can also broaden the appeal to buyers who desire branded living without a full hotel component, thereby attracting a more diverse buyer pool, including domestic investors, long-term residents, and international buyers seeking a brand-backed but more flexible ownership structure. For hotel brands, maintaining a presence within branded residence projects—even in a standalone format—still holds strategic value, enabling continued brand relevance, cross-selling of hospitality services, and access to a global network of owners and tenants. The evolving balance between hotel-affiliated branded residences and standalone offerings signals a maturing market that values flexibility, design autonomy, and varied brand expressions as core drivers of demand and value creation.

The future growth trajectory for Asia’s branded residences appears to be robust regardless of the exact division between hotel-affiliated and standalone products. The long-term forecast points toward supply doubling over the next three to five years, driven by both continuing demand for branded living and the expanding appetite among luxury brands to pursue branded residence projects. The upcoming project plans by major players, such as Four Seasons Hotels and Resorts, reinforce the message that branded residences will remain a central pillar of premium real estate development. The implication for developers is clear: to maximize success in a competitive landscape, project strategies should thoughtfully blend branding with design, location strategy, service models, and ownership structures that align with the preferences of a diverse buyer base. The market’s evolution indicates that buyers value both the prestige and operational comfort of hotel branding and the flexibility, customization, and lifestyle curation that standalone branded residences can offer. In this sense, Asia’s branded residences market is evolving toward a more sophisticated and differentiated product landscape, where branding remains a key differentiator but the forms of branding and ownership become more varied and market-specific.

Thailand’s leadership in value and unit momentum: what it means for developers and buyers

Thailand’s strong performance in both market value and unit counts underscores its centrality in Asia’s branded residences narrative. As the region’s leader by market value share at 23.3%—ahead of the Philippines (17.3%) and South Korea (11.6%)—Thailand demonstrates that there is substantial appetite among buyers for branded living experiences that combine luxury branding with residential ownership. This value leadership is complemented by robust project activity: Thailand holds first place in the number of branded residence properties with 65 projects. Vietnam follows with 59 projects, reflecting the country’s growing footprint in Asia’s branded residence market. However, in terms of absolute unit volume, Thailand trails Vietnam, which leads with 17,680 units compared to Thailand’s 16,271 units. This nuance highlights how different market strategies (larger, multi-building developments vs. a larger number of projects with smaller unit counts) shape market statistics. For practitioners, this dynamic suggests that investment plans in Thailand should emphasize a combination of high-unit-volume ventures and premium, high-value urban projects designed to maximize per-unit returns.

Phuket’s leadership in unit count within Thailand adds another layer to this analysis. Phuket is the destination with the highest number of branded residence units, totalling 4,771 across 26 developments. This concentration is significant for several reasons. First, it cements Phuket’s status as a branded residence hub within Thailand, attracting developers seeking scale, brand visibility, and a diversified product mix. There is a natural synergy between Phuket’s resort identity and branded living concepts, enabling a broad range of project typologies—from expansive resort-branded residences to more compact, city-style units integrated into a resort campus. Second, Phuket’s poised position supports a robust branding narrative that can capture demand both from domestic buyers and international investors who view Phuket as a premier gateway to Southeast Asia’s luxury lifestyle market. The fact that Phuket leads in unit count while the country maintains value leadership reinforces the strategic importance of Phuket as a magnet for investment and a proving ground for new branding and product concepts.

At the same time, Vietnam emerges as a key player in the region’s branded residence market, leading in unit volume with 17,680 units and compiling 59 projects. This performance signals a strong growth runway in Vietnam’s property sector, reflecting favorable market conditions, rising household wealth, and an expanding appetite for branded living experiences. The broader Thai leadership in value, paired with Vietnam’s high unit volume and significant project counts, suggests that Asia’s branded residence market is not monolithic but rather a mosaic of country-specific opportunities. Each market offers distinctive price dynamics, project configurations, and consumer preferences, which together shape an increasingly sophisticated and nuanced ecosystem for developers, operators, and buyers. As the market matures, Thailand’s leadership in value, combined with Phuket’s unit-rich pipeline, is likely to exert a powerful influence on branding strategies, investment decision-making, and the geographic distribution of capital within Asia’s luxury real estate market.

Beyond the numbers, these dynamics carry meaningful implications for developers and buyers. For developers, Thailand’s leadership in absolute value signals a favorable market environment, where branding, services, and destination appeal translate into strong price realization and demand stability. For buyers, Thailand’s position offers confidence in brand recognition, market depth, and a diversified ecosystem of branded residence options across urban centers and resort destinations. Phuket’s substantial unit count further signals robust liquidity and broad product options, which can help buyers find projects aligned with their budget, lifestyle, and long-term investment goals. In summary, Thailand’s leadership in branded residences—backed by Phuket’s distinctive unit momentum—frames a compelling narrative for continued growth in Asia’s premium real estate market and provides a blueprint for balancing scale, brand value, and location-based premium across destinations.

Pricing and value patterns: per-sqm benchmarks and regional contrasts

A central feature of Asia’s branded residences market is the observed variance in price by destination and by urban versus resort context. Destination-specific price benchmarks reveal that Singapore, Japan, and the Maldives typically command the highest average prices per square meter, with Singapore at US$23,026 per sqm, Japan at US$20,827 per sqm, and the Maldives at US$11,546 per sqm. These markets set aspirational price references for developers and buyers alike, reflecting factors such as market liquidity, brand premium, regulatory ease, and the availability of ultra-luxury product. While these top markets illustrate the upper bound of pricing in branded residences, other destinations across Asia—including Thailand—show meaningful pricing differentials that depend on local conditions, policy environments, and the specific branding and design quality of projects.

Within country and city-level dynamics, Phuket’s branded residences demonstrate how location-specific attributes can influence price structures. Urban condos in Thailand carry a median price of US$8,323 per sqm, notably higher than resort condos in the country at US$4,614 per sqm. This gap reinforces a broader regional pattern where urbanity confers price premium due to factors such as proximity to employment centers, cultural amenities, and superior service ecosystems. While Phuket’s overall pricing profile may be anchored in its resort-destination appeal, the urban premium is still discernible in the context of Thai branded residences, indicating a continuum where both resort and urban product offerings can coexist with differentiated pricing strategies. Buyers evaluating Phuket’s offerings should consider whether they prioritize scale and resort lifestyle or proximity to urban conveniences and a dense service network, as each path carries distinct pricing implications and investment outcomes.

The regional price mosaic also includes the marked difference between resort and urban segments. While the total supply shows a majority in resort environments, the market value concentration in urban branded residences underscores the premium buyers assign to urban location, density, and access to high-end services. This dual pattern shapes how developers design projects, set pricing strategies, and market branded residence offerings across destinations. In practice, it means developers should tailor branding, amenities, and service levels to align with the buyer’s location-driven expectations—urban buyers seeking premium per-square-meter value and a dynamic urban lifestyle, and resort buyers seeking expansive living spaces, resort-level amenities, and a strong brand presence within a destination known for leisure and recreation.

In sum, pricing in Asia’s branded residences market is a nuanced function of destination, urban density, brand potency, and the scale of the project. The top-tier markets set aspirational benchmarks, while regional leaders like Thailand demonstrate that value leadership coexists with substantial unit volumes and a high-quality brand ecosystem. For investors and developers, understanding these price dynamics is essential to calibrating investment theses, optimizing development mixes, and forecasting returns. Buyers, likewise, benefit from appreciating the value differentials across urban versus resort settings and understanding how branding influences price realization over time. The ongoing evolution of Asia’s branding strategies will continue to shape price patterns in the years ahead, driven by a blend of luxury branding, strategic destination selection, and a diversified portfolio approach that balances standalone branded residences with hotel-branded and mixed-use offerings.

The role of resort versus urban destinations in market value and growth

In Asia’s branded residences market, the interplay between resort prominence and urban value is a defining feature of growth trajectories and investment considerations. Resorts—destinations renowned for scenery, leisure, and lifestyle experiences—continue to provide substantial unit volumes and a broad consumer appeal. They offer the advantage of scale, amenity complexity, and the brand halo of hospitality experiences that are tightly integrated with living spaces. The total supply of branded residence units in resort destinations accounts for 55% of the region’s total, underscoring their enduring importance as engines of volume and brand storytelling. This concentration of units in resort settings reflects a consumer appetite for immersive, resort-style living that leverages global hotel branding to deliver a seamless lifestyle experience.

Conversely, urban destinations in Asia command a disproportionate share of market value, reflecting the premium buyers assign to density, accessibility, and prestige. Urban branded residences make up 45% of total supply but contribute to 56% of total value, a stark demonstration of the premium attached to urban living within branded residential contexts. This means that even as the market places significant emphasis on resort-scale living, the value-creation dynamics are dominated by urban projects where buyers pay a premium for location, brand appeal, and service ecosystems linked to a more cosmopolitan lifestyle. For developers, this dichotomy provides a blueprint for portfolio construction: cultivate strong resort-driven pipelines to achieve scale and branding presence while developing strategic urban-branded residences that capture higher value density and liquidity.

The price implications of this dynamic are evident in cross-market comparisons. In South Korea, urban condo markets display a median price per sqm far above their resort counterparts, illustrating the premium associated with urban density and city-center living. Thailand mirrors this trend, with urban condos commanding higher per-sqm pricing than resort condos. These patterns highlight a core market truth: urban branding commands premium value, while resort branding remains critical for volume and brand reach. In practice, developers should consider adopting a hybrid strategy across destinations, leveraging resort brand strength to attract a broad investor base while prioritizing urban, high-value projects that deliver premium asset performance and stronger resale prospects.

The growth outlook for Asia’s branded residences reinforces the importance of these dynamics. With the market expected to double in supply over the next three to five years, driven by projects from major luxury brands and rising demand for branded living experiences, the path forward looks favorable for both resort and urban segments. The anticipated expansion will amplify the need for careful asset management, portfolio diversification, and brand alignment to ensure that new launches resonate with buyers’ evolving preferences. For Phuket and Thailand, in particular, the opportunity lies in expanding the branded residence ecosystem in ways that preserve the island’s resort identity while integrating urban conveniences in a manner that suits selective buyer segments. This could involve strategic collaborations to deliver hybrid models, enhanced brand partnerships, and service frameworks that cater to both vacation-home buyers and long-term residents seeking premium living environments with hotel-style service.

Pre-2020 trends versus post-2020 transformations: the hotel component and the rise of standalone brands

A deeper historical lens reveals a notable evolution in the branded residences market over the past few years. Before 2020, a dominant majority of branded residence projects in Asia—about 86%—were developed with a hotel component as part of the overall project structure. This means that most branded living environments were designed around a model in which residential units were integrated with, and often inseparable from, a functioning hotel component. The hotel element provided branding credibility, operational synergies, and a familiar hospitality experience to buyers, who could expect hotel-style services, amenities, and management frameworks as part of ownership or long-term occupancy.

Since 2020, the market has shifted away from this hotel-centric model to embrace more flexible configurations. The share of branded residences with a hotel component declined to 70% in the 2020–2024 period. Standalone branded residences and mixed-use developments rose sharply to 30%, up from 14% prior to 2020. This shift indicates a fundamental rethinking of how branding can be embedded in residential products, enabling developers to experiment with more diverse branding strategies, ownership structures, and use cases. Buyers’ preferences for ownership autonomy, design customization, and the ability to engage in a branded living experience without a mandatory hotel operating model appear to have driven this transformation. The growing interest in standalone branded residences reflects a broader market appetite for brands that offer lifestyle value, service consistency, and brand equity without necessarily tethering the property to a hotel’s operating framework.

From an investment and product-design perspective, the move toward standalone branding has several implications. It enables developers to deploy branding strategies tied to lifestyle themes, premium interior design, and curated amenity ecosystems that are not constrained by a hotel’s operating framework. It also allows for differentiated pricing strategies, flexible ownership options, and perhaps more resilient revenue streams that are not strictly dependent on hotel occupancy. Mixed-use developments further broaden the strategy by enabling synergistic utilization of space for dining, retail, entertainment, and residential purposes, thereby increasing the overall value density of each project. The combination of standalone branded residences with mixed-use components suggests a more sophisticated product architecture that is responsive to a broader range of buyer segments and investment appetites.

Looking forward, the market’s momentum indicates a continued preference for branding models that combine the strength of a reputable brand with flexible ownership structures and a broad service ecosystem. The projection that Asia’s branded residences supply will double in the next three to five years is consistent with this transformation, underscoring that developers are actively pursuing expandable, brand-led portfolios. The commitment by major luxury brands, such as Four Seasons, to place branded residences at the center of their upcoming projects—anticipating that 65% of their future projects will include branded residences—further confirms the industry’s conviction that branded living will be a durable, scalable, and highly desirable category. As the market deepens, buyers can anticipate a broader spectrum of branding approaches—from hotel-integrated residences to standalone branded communities and mixed-use ecosystems—each designed to deliver distinctive value propositions, service standards, and lifestyle payoffs. This evolution signals a mature market that can accommodate a wider range of preferences while sustaining the growth trajectory that has defined Asia’s branded residences market in recent years.

Growth outlook: doubling supply and the Four Seasons signal

The next three to five years are expected to bring a substantial expansion in Asia’s branded residences market. Industry observers anticipate that supply will double, marking a transformative phase that could redefine price curves, demand profiles, and brand hierarchies across destinations. This projected expansion is underpinned by disciplined development pipelines, the financial capability of major luxury brands to pursue branded residence projects, and buyers’ persistent demand for higher-quality, brand-backed living experiences. The doubling trajectory highlights both the resilience and the dynamism of Asia’s branded residences market, indicating that developers will need to manage more complex project teams, financing structures, and post-sale service commitments as portfolios scale.

A critical validation of this growth outlook is Four Seasons Hotels and Resorts’ stated future plans. The luxury operator has indicated that 65% of its upcoming projects will feature branded residences, signaling a pronounced shift in corporate strategy toward integrating residence components with luxury hospitality. This preference from one of the world’s most respected luxury brands provides a powerful signal to developers, investors, and markets about the long-term viability and attractiveness of branded residence products. The implication is clear: more projects will pursue branded residential components, and buyers can expect an enriched ecosystem of brand-powered living experiences that deliver service quality, design excellence, and access to a globally recognized hospitality network. This trend is likely to accelerate brand collaboration, drive up standards, and intensify competition among developers to deliver best-in-class branded residences that meet or surpass international benchmarks for luxury living.

For Phuket and Thailand, the growth outlook suggests several strategic implications. First, the island and the country could see a broader adoption of branded residence concepts across a wider array of destination types, including more urban-adjacent, mixed-use developments that integrate cultural, culinary, and entertainment experiences with branded living. Second, the expansion of branded residence supply will require enhanced planning for infrastructure, sustainability, and community integration to ensure that growth remains aligned with local desirability, environmental considerations, and resident well-being. Third, the mix of resort and urban branded residences will demand careful asset management to optimize revenue streams, occupancy rates, and resale performance in both segments. In this context, Laguna Phuket’s ongoing pivot and other Thai developers’ initiatives may benefit from a more integrated approach that combines iconic branding with sustainable design, community-oriented amenities, and a long-term view of brand value that endures beyond the immediate cycle of property development.

The broader market dynamic—an expected doubling of branded residence supply coupled with strong brand commitments from luxury operators—also suggests changes in how buyers approach investment decisions. Buyers may increasingly weigh ownership flexibility, service quality, brand equity, and long-term value when evaluating options. They may favor projects backed by renowned luxury brands and structured to deliver premium service experiences, robust rental potential, and reliable resale markets. If the market continues to advance along this trajectory, we can anticipate enhanced cross-border demand, more sophisticated financing and leasing arrangements, and a more complex, data-driven approach to evaluating branded residence opportunities in Asia. The proposed growth path invites stakeholders to consider not just price and scale but also brand integrity, service ecosystems, and sustainable asset performance—dimensions that will shape Asia’s branded residences market for years to come. As the market consolidates and diversifies, the intersection of branding, architecture, and lifestyle will become increasingly central to the region’s luxury real estate narrative, driving a future in which branded living becomes a defining hallmark of Asia’s high-end property landscape.

Conclusion

The evolving narrative around Philippines, Singapore, Japan, and other regional markets aside, the core takeaway from Asia’s branded residences market is clear: branding, ownership flexibility, and strategic destination positioning are redefining how luxury real estate is developed, marketed, and valued. Laguna Phuket’s transition from a traditional hotel-development model to branded residences typifies a broader shift in which developers seek to blend the credibility of luxury hospitality with the ownership appeal of premium residences. Thailand’s leadership in market value, alongside Phuket’s leadership in unit counts, underscores the country’s central role in shaping Asia’s branded residence trajectory. The data illuminate a market that is expanding in scale and sophistication, with a persistent demand for both resort-centric and urban-branded living experiences. The rise of standalone branded residences and mixed-use developments signals a more diversified product landscape, inviting developers to experiment with branding, design, and ownership structures that better align with diverse buyer segments and investment objectives.

Looking ahead, the branded residences market is poised for sustained growth, supported by a robust supply pipeline, brand commitments from luxury operators, and a broadening willingness among buyers to embrace branded living as a core lifestyle proposition. The trend toward hotel-brand collaborations alongside standalone branded projects will likely continue, creating a dynamic market environment where product differentiation, location advantage, and service excellence converge to drive value. Phuket, with its substantial unit base and growing urban-branded offerings, stands at the fulcrum of this evolution, guiding how Thai destinations contribute to Asia’s broader branding story. In a region characterized by rapid urbanization, rising affluence, and expanding cross-border investment, branded residences offer a compelling framework for achieving long-term asset quality, differentiated living experiences, and resilient growth in luxury real estate.

Conclusion
Among Asia’s leading markets, branded residences have matured into a defining asset class, shaping how developers plan, how buyers choose, and how cities compete. The Thai market remains a standout for its value leadership and active unit growth, with Phuket as a standout destination that anchors the country’s branded residence momentum. As the industry continues to evolve—balancing hotel-brand partnerships with standalone branding, expanding into mixed-use formats, and embracing heightened service standards—the outlook remains robust for those who recognize branding, location, and lifestyle as the trifecta of long-term success in Asia’s luxury real estate landscape.