Branded Residences to Grow 24% by 2026
Buyers should compare the 38 per cent average brand premium against comparable homes before purchasing a branded property.
Updated on Nov. 4, 2026 in Real Estate — General
Savills forecasts 24 per cent year-on-year growth in global branded residences by the end of 2026, and projects the contracted pipeline will surpass 2,000 projects across more than 100 countries by 2040.
Why it matters
For buyers and owners, branded residences carry a price premium of 38 per cent on average, with new cities commanding 61 per cent compared with 28 per cent in established cities, so growth in supply will shape what hotel-branded homes cost and where they appear. The expansion is driven most strongly by the Middle East & Africa region, where supply is forecast to rise 255 per cent by 2040.
Savills forecasts 51 per cent growth in Middle East & Africa, 25 per cent in Europe, 19 per cent in Asia Pacific and 18 per cent in the Americas in 2026. Standalone projects now make up 36 per cent of the global branded residence pipeline, up from 33 per cent in 2025.
The players
Savills
A global real estate consultancy whose Residential Development Consultancy tracks the branded residence market and publishes forecasts for developers and investors.
Marriott
A major hotel group that leads at parent-group level with over 350 completed and pipeline branded residence schemes.
Accor
A hospitality group ranked second at parent-group level for branded residence schemes.
The details
Branded residences are homes sold within a hotel brand's ecosystem, and the premium buyers pay reflects the brand's name and services. Savills' latest report attributes the forecast growth to expansion across regions, with the Middle East & Africa leading and North America still holding over 30 per cent of completed global supply. The United Arab Emirates has four times more branded residence projects than its closest rival, while Saudi Arabia and Egypt show pipeline growth above 450 and 800 per cent respectively.
Timeline
End of 2026: Savills forecasts 24 per cent year-on-year growth in global branded residences.
2040: The contracted pipeline is forecast to surpass 2,000 projects across more than 100 countries.
The Home Front
Savills' tracking shows branded residences are shifting from a niche in traditional luxury markets toward a global product, with standalone projects now a growing share of the pipeline. The price premium of 38 per cent on average gives a measurable benchmark against which buyers can judge new branded offerings.
If you are considering a branded residence, compare the premium against comparable non-branded homes in the same city before committing, since the average premium is 38 per cent. Ask any developer or agent for the specific brand agreement and the fee structure, and have a licensed attorney review those terms before signing.
The takeaway
Branded residences are expanding quickly, and the premium is large enough that it should be weighed carefully against what the home is worth on its own. Keep the brand's terms and fee documentation on file and have a licensed professional review any purchase agreement.
Further reading
For more on how property markets are changing, see Real Estate — General coverage.
Source note: This article includes information reported by Boutique Hotel News.
