Why Singapore’s Branded Residences Focus on Luxury Brands

Singapore has the 11th-largest number of branded residential projects in Asia Pacific, according to Savills’ Branded Residences Asia Pacific 2026 report.

Unlike our wider APAC region, one difference is that Singapore’s market is heavily concentrated in the luxury segment. Luxury brands account for 68% of completed projects here; and up to 75% if you include upcoming projects. For APAC in general, the concentration of luxury brand projects is just under half (48%). 

The report also notes that across APAC as a whole, branded residences are expanding beyond their traditional luxury base. Buyers can now find residential projects carrying names such as MGallery, Pullman, Cassia and Ramada, rather than only luxury brands such as Aman or Four Seasons. 

In Bangkok, for example, units at the midscale Cassia Residences Rama 9 were launched from only around THB4.6 million, or roughly S$185,000. This allows developers to sell the hotel-managed lifestyle to a much wider group of buyers, rather than limiting it to the ultra-wealthy demographic. 

APAC is already the world’s second-largest branded-residence market, accounting for approximately 23% of completed projects globally. In addition, the average price premium* for a branded residence in Asia Pacific rose from 23% to 29% over the past year, compared with the global average of 33%. 

*I.e., Branded residences sell for an average of 29% more than comparable unbranded properties in the same market. 

Asia Pacific’s average brand premium has historically been lower because our region has a larger proportion of residences associated with mid-priced hotel brands. These generally command smaller premiums than ultra-luxury brands such as Aman or Four Seasons, bringing down the regional average.

Singapore’s market, however, is almost the opposite. We have relatively few branded residences, but most are firmly positioned at the luxury end. The number of projects is expected to grow by 29% by 2032, with brands such as St. Regis, Ritz-Carlton, W and Aman keeping our market concentrated in the ultra-luxury segment.

Otto Twist, Southeast Asia Director of International Residential Sales at Savills Singapore, notes that:

“Singapore may be a relatively small branded residences market, but its scarcity, concentration of globally recognised luxury brands and limited supply of high-quality branded schemes have reinforced its position at the ultra-prime end of the market”

Southeast Asia continues to be a growth market for branded residences 

Southeast Asia’s branded-residence market is expanding rapidly, particularly in resort destinations. Vietnam is leading this growth, with its number of projects expected to increase by 152% by 2032, while Thailand remains one of the region’s largest markets.

Much of this demand comes from affluent Asian buyers, looking for second homes that can serve as holiday retreats. Other purposes include rental properties and long-term investments. This ongoing demand continues to draw branded developments, to resort destinations such as Phuket and Bali.

As a result, resort locations account for half of APAC’s completed branded residential projects (or 65% if you include projects under development). 

Asian hospitality groups are also playing a significant role in this expansion. Five of the region’s 10 leading branded-residence operators originated in Asia, suggesting that international buyers do not necessarily favour Western names. Regional brands may benefit from being more familiar to Asian buyers and better attuned to their expectations.

Singapore-founded Banyan Group is one example. It operates several brands at different pricing levels, allowing it to participate in both luxury developments and more accessible residences.

With more than 20 branded residences in over 20 countries, Banyan Group anticipates launching up to US$1 billion in new luxury residential projects in Phuket, over the next two to three years.

In the meantime, non-hotel brands* are becoming a smaller part of APAC’s branded-residence market. They account for 23% of completed projects, but only 14% of upcoming projects. Hotel brands are currently taking a larger share of new development. 

*These refer to bands from industries such as fashion, automotive and design, which may place their brand name on properties. Examples include Porsche Design Tower Bangkok and Century Spire in Manila, which features interiors by Armani/Casa. 

Branded residences are becoming part of larger resort communities 

Branded residences are also increasingly being built alongside hotels, particularly in resort destinations. This arrangement allows residents and hotel guests to share facilities such as pools, spas, restaurants and gyms. 

On the developer’s side, this allows a single hospitality team to manage both parts of the project (resort and residence), rather than operate the residences separately.

Savills expects the next phase of growth to centre on three areas:

1. Larger resort communities combining branded homes with hotels, shops, restaurants and leisure facilities;
2. More facilities and services focused on health, wellness and ageing well; and
3. Expansion beyond established destinations such as Phuket and Bali into less-developed resort areas, where land is cheaper and branded projects may command a larger premium over ordinary local properties.

Overall, the branded-residence market in APAC is becoming both larger and more varied. Luxury names will remain important and are particularly anchored in Singapore; but much of the region’s growth will come from resort destinations and hospitality groups aimed at buyers just below the ultra-luxury tier.