The Branded Residences market in Asia is growing rapidly, becoming a prominent segment within the real estate and hospitality sectors, with Thailand emerging as a key market leader. According to C9 Hotelworks, the total value of active Branded Residences projects in Asia currently stands at US$30.7 billion, comprising over 38,893 units across 178 projects. Furthermore, there are an additional 28,460 units in 105 announced but not yet launched projects. This showcases the strong growth potential of Branded Residences in the Asian market. Key trends observed include:

Explosive Growth: The Branded Residences market in Asia has seen remarkable expansion, growing by an average of 10% annually over the past five years (2021-2025). This robust growth is expected to continue, with forecasts predicting the number of units in Asia will exceed 80,000 by 2028, spearheaded by the growth in Southeast Asia.Diversification of Project Formats: While the majority of Branded Residences in Asia are currently co-located with hotels (57%), there’s a growing trend towards Mixed-use (24%) and Standalone (19%) projects. This shift indicates the market’s adaptation to meet a wider array of customers preferences.

Brand Expansion: Beyond traditional luxury hotel brands like Four Seasons, The Ritz-Carlton, and Mandarin Oriental, the market is seeing an influx of lifestyle and non-hospitality luxury brands, such as Porsche and Etro. These brands now account for 4% of all projects, highlighting a demand for Branded Residences that offer unique distinction and exclusivity beyond standard hotel services.

Demand for Elite Lifestyles and Elevated Services: Buyers of Branded Residences are seeking more than just a home; they’re acquiring a trophy asset. This means not only exceptional design and prime location but also an unparalleled lifestyle, hotel-level services, comprehensive amenities, enhanced security, and the satisfaction that comes with owning a branded property.

Expansion into Secondary Cities and Emerging Destinations: While major cities and well-known tourist hubs remain popular, escalating land price are prompting developers to explore opportunities in secondary cities and emerging tourist destinations across the region. Examples include Rayong and Khao Yai in Thailand, and Johor and Sabah in Malaysia.

Thailand’s Leading Role in the Branded Residences Market

Thailand stands as the number one market leader for Branded Residences in Asia, commanding an 18% share of the total project value, outperforming key competitors like the Philippines (12%) and South Korea (11%). Thailand also boasts the highest number of launched units in a key market, with 12,656 units across 55 projects, and currently has 14,389 active units in 63 projects.

Here are Thailand’s key strengths in the Branded Residences market:

• Diverse Locations: Thailand’s Branded Residences market is well-distributed across both major cities and popular tourist destinations. Phuket, in particular, leads in terms of unit count and projects, followed by Bangkok, Pattaya, and Hua Hin. The market is also expanding into new areas like Rayong and Khao Yai.
• Renowned Tourism Industry: Thailand’s thriving tourism sector drives demand for secondary residences and creates opportunities for rental income. The country consistently ranks among the top global travel destinations. For example, Chiang Mai secured the #1 spot in Travel+Leisure’s World’s Best Cities in Asia 2025, and Bangkok was listed in the top 10 of Tripadvisor’s Traveler’s Choice Awards 2025.
• Brand Reputation: Collaborations with world-class hotel and lifestyle brands significantly enhance the value and credibility of these projects. Thailand offers a wide array of prestigious brands to choose from.

Meeting Market Demands: Branded Residences projects in Thailand cater to diverse income groups, including both Thai nationals and international buyers. They seek residences that offer luxury, quality, premium services, and security. Notably, Branded Residences in Thailand are segmented into Upscale (32%), Midscale (30%), and Luxury (15%) categories, respectively.

Challenges and Future Outlook

While Thailand currently holds a leading position, it faces increasing competition from emerging markets, particularly Vietnam. Vietnam boasts the largest future pipeline of projects in Asia, indicating significant future growth.

However, with strong fundamentals—including the country’s inherent appeal, supportive government policies, and a proven ability to collaborate with global brands—Thailand is well-positioned to maintain and strengthen its leadership in Asia’s Branded Residences market for the long term.