Insights

Trends and Characteristics of the Branded Residence Concept

By WATG Advisory
June 9, 2014

This complimentary paper was compiled by WATG Strategy. We offer clients research-led development advice, concept definition and financial feasibility to help simplify the complexities of resort development. We also produce white papers exploring trends and characteristics of sub-sectors of the hospitality and real estate industries.

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Branded residences are now an established product within the upscale hotel and resort market but there are still only a limited number of operators with the marketing muscle to effectively deliver the concept.

These include companies such as Four Seasons, Ritz-Carlton, Starwood and Fairmont Raffles Hotels International (FRHI). Emerging players include Capella, Viceroy, Mandarin Oriental and Banyan Tree.

In this summary, we provide an overview of the branded residence concept, concentrating on whole ownership properties, excluding fractional and other shared ownership products. We focus upon its origins, typical geographic locations and product trends, including unit type and size, specification and fit-out, buyer profile, price premiums and sales absorption.

This information in this 10-page paper is based on our experience of a wide range of projects, interviews with the leading operators and those involved in marketing the concept, and our ongoing research into this area.

Highlights include: