Today, there are hundreds of hotel brands offering residences, with key luxury players including Ritz-Carlton, Mandarin Oriental, Anantara and Rosewood

 

For many years, living in a five-star hotel was a privilege enjoyed by an elite few, including celebrities and jet-setters. Coco Chanel famously lived for over 30 years in a suite at the Ritz Paris, while Elizabeth Taylor was partial to long stays at the Beverly Hills Hotel. Even fashion designer Tory Burch has a private apartment at New York hotel The Pierre.

 

While most of us can’t afford to live in a five-star property for extended periods, hoteliers have decided to cater to those who can by launching a new category of accommodation aimed at their most loyal customers: hotel-branded residences.

 

 

 

Four Seasons and Aman Resorts were among the first to open these branded residences in the 1980s – in Boston and Phuket respectively. Over the years, other luxury players such as Anantara, Mandarin Oriental, Ritz-Carlton and Rosewood have followed suit, offering travellers permanent accommodation at iconic destinations, with the added comforts of home.

 

Today the market is extremely lucrative, with over 700 brands offering residences, says Gavin Graham, senior director, global residential operations at Rosewood Hotel Group. “Many of our buyers are drawn to us because they already have a strong affinity for the brand. They’re looking for a trusted name that delivers elevated living, paired with tailored amenities and thoughtful service,” he says. ““What they value most is confidence in the experience – knowing their residence will feel deeply connected to its location yet supported by the consistency and care of a globally respected luxury brand.”

 

 

 

 

 

 

Today there are various factors driving the demand for hotel-operated residences. For a start, the target audience has evolved and expanded from loyal guests and return customers to ultra-high-net-worth individuals – both local and foreign – who see these “homes” as an extension of their global lifestyle.

 

“As many already own multiple properties, they’re seeking a lifestyle without the complexities of property management, and they trust our teams to take care of everything,” says Vladislav Doronin, owner, chairman and CEO of Aman Group. “There’s also a strong investment case. Our rental pool programme offers attractive returns, and we’ve seen consistent year-on-year capital appreciation across our properties.”

 

 

 

 

 

 

The locations themselves are also attractive and varied. While branded residences have historically played a role in transforming emerging destinations, factors such as new lifestyle habits have encouraged hoteliers to expand their global footprint. Established urban centres like New York, Dubai and Madrid are just as popular as off-the-beaten-track destinations such as Malaysia’s Desaru Coast (Anantara) and the canyonlands of Utah (Aman) as buyers look for a genuine connection to the place they’re investing in. Europe and the Middle East are also emerging hotspots.

 

While many projects were originally conceived to complement the brand’s existing hotel portfolio, stand-alone developments are also trending – as evidenced by Mandarin Oriental’s and Rosewood’s recent openings in Beverly Hills, California.

 

Source : Mansion Global “Asia’s Most Lavish New Developments Launching Sales This Fall”