From S$281,000: Why Buyers From 24 Countries Are Buying Into This New Phuket Branded Residence

The branded residential market in Phuket has been growing at such a quick pace in recent years that new entrants need competitive and unique selling points in order to distinguish themselves.

The sales volume of private residential sales on the Thai island, including condominiums and branded residences, were seven times higher compared to the average before the Covid 19 pandemic, according to metrics by CBRE Thailand.

The consultancy adds that the surge in buying demand over the past few years stems from sustained international demand rather than a cyclical uptick. 

One of the newest branded residences to enter Phuket’s market is PEYLAA Phuket, which is set to become the first Autograph Collection Residences in the Asia Pacific region when it is completed by the end of 2027. The Autograph Collection is a portfolio of luxury residences by international hotel group Marriott International.

Developed by Bangkok-based Capstone Asset in collaboration with Marriott International, PEYLAA Phuket is a 408-unit project in the Bang Tao-Cherngtalay corridor. The project was officially launched to Singapore buyers on Jun 17.

Over 400 luxury homes in Bang Tao, half the density of competing projects

PEYLAA sits behind Laguna Golf Course on Phuket’s west coast, 600 metres from the Boat Avenue lifestyle hub and 1.9km from Bang Tao Bay. Capstone is funding a pedestrian walkway that will connect the project directly to Boat Avenue and the adjacent Boat Playground, creating a thoroughfare for future residents. 

The entire branded residence consists of seven-storey blocks, and the built up density is approximately 40 units per rai (roughly 17,222 sq ft), which the developer describes as approximately half that of competing projects in the area.

The residents, this means more communal spaces shared among relatively few people. Some of the amenities include three 25-metre lap pools, a fitness centre, yoga studio, sauna, ice bath, jogging track, co-working space, kids’ pool, kids’ club, and a games room.

Residents of PEYLAA will also have access to the new all-day dining venue at the neighbouring Marriott Autograph Collection hotel, which is expected to welcome its first guests in 2030.

The Bang Tao-Cherngtalay corridor in Phuket accounts for approximately 49% of the holiday island’s condominium supply in the west coast region, according to data compiled in 2H2025 by CBRE Thailand. Branded residences as a category represent roughly 10% of the island’s total residential stock, with 67% of those located along this western corridor.

Branded residential projects in the area that have been completed or are in the pipeline typically see a high take-up rate and strong sustained sales, usually over 65% and higher as the development gets closer to completion.

The unit mix at PEYLAA comprises 302 one-bedroom units of 484 sq ft, as well as 106 two-bedroom units of 893 to 926 sq ft with three layout variants available.

A three-bedroom configuration at 1,389 sq ft is available as a combined option, where a buyer purchases adjacent one- and two-bedroom units and removes the partition wall between the living areas. The development can accommodate about 30 of these amalgamated units.

Prices start from THB 7,213,180 (approximately S$281,000) for a one-bedroom unit. The three-bedroom combined configuration is priced at more than THB 23,986,970 (approximately S$935,000).

The name of the development draws on two references: pela, evoking timelessness in Thai, and perla, meaning pearl in Spanish and Italian, a nod to Phuket’s identity as the Pearl of the Andaman.

The luxury apartments and branded residences in Marriott’s Autograph Collection feature the local character of their locations, with each property intended to be individually designed rather than standardised. This is the framework on which PEYLAA’s architecture and design are anchored on.

A showcase of Marriott’s luxury hospitality, paired with an upcoming adjacent hotel

PEYLAA will be fully managed by Marriott International, which will be responsible for the development’s building operations, maintenance standards, and concierge services. This means that the new branded residences will reflect the same operational framework Marriott uses for its luxury hotel properties.

Residents are enrolled in ONVIA, a membership platform exclusive to Marriott-branded private residences owners. ONVIA provides elevated standing within Marriott Bonvoy, access to curated events and partner benefits, and an automatic Gold Elite membership upgrade. The Gold Elite tier covers room upgrades, late checkout, and bonus points across Marriott’s approximately 10,000 properties worldwide.

For the owners of PEYLAA, the added benefit of being a Gold Elite member in Marriott’s Bonvoy loyalty programme will resonate among those who travel frequently and already hold Bonvoy accounts.

“The Autograph Collection is built on the belief that every property should be ‘Exactly Like Nothing Else,’ and PEYLAA Phuket embodies that ethos as the first Autograph Collection Residences in Asia Pacific,” said Penny Trinh, Vice President of Mixed-Use Development at Marriott International, Asia Pacific (Excluding China).

Prospective buyers should take note that PEYLAA will be completed before the adjacent Autograph Collection hotel, which will house 126 rooms.

Capstone Asset has designed the residences to operate independently during this three year interim, with dedicated back-of-house facilities. Residents of PEYLAA who move in once the development is completed by the end of 2027 should consider if this arrangement suits them, at least until the fully integrated proposition with the hotel amenities are in place.

Residential units designed to feel like a resort: deep balconies, bathtubs, and hotel-grade acoustics

The one-bedroom units at 484 sq ft are compact, with two notable design choices for a unit of this size. The balcony depth runs 1.8 metres, wider than the setbacks typical in units of this scale, which gives enough room to function as an outdoor seating area.

The bathroom includes a bathtub, a unique resort-oriented feature not commonly seen in branded residences.

The two-bedroom layouts come in three distinct variants across the 893–926 sq ft range. The dumbbell plan separates the bedrooms at opposite ends of the unit with the living area between them, supporting privacy when the apartment is shared.

The layout variant that comes with a kitchen island will appeal to buyers who cook regularly and plan extended stays. Meanwhile, the three-bedroom option requires buyers to purchase two units and then amalgamate them.

“The option for a three-bedroom unit was very much demand-driven,” says Titiwat Kuvijitsuwan, Chief Executive Officer of Capstone Asset. “From our market research and conversations with buyers, we could see that many people were looking for more space — whether for family use, longer stays or multi-generational travel”.

The interior design for each unit incorporates wood textures that inspire a resort-style aesthetic. Other top-quality features include the acoustic specification runs to STC 55-plus, a hospitality-standard insulation rating. UV water purification systems and premium digital door lock systems are also standard.

Over 70 units worth S$28 million sold in four months, with more units yet to be released

The sales launch of PEYLAA started in January this year at its show gallery in Phuket, which saw a strong take-up rate and total sales worth THB 250 million (approximately S$9.8 million) shortly after sales began.

By the middle of this month, cumulative sales across the first two blocks released for sale had reached THB 720 million (approximately S$28.1 million), with approximately 70 units transacted.

So far, buyers from over 24 countries have purchased units. Local Thais, as well as Japanese and Russian buyers account for the top three groups of buyers, based on nationalities. Singaporean buyers are the fourth largest group.

The developer plans to progressively release units in the other blocks in the coming months.

“The common factor is confidence,” said Kuvijitsuwan. “Many buyers already understand Phuket and believe in its long-term fundamentals, but they were waiting for the right product. For PEYLAA, the combination of location, branded-residence credibility, larger unit layouts and the Marriott association has helped buyers make decisions more quickly”.

Most of the buyers see the new branded residence as more than a holiday home, but also as a long-term lifestyle asset backed by an internationally recognised and professional management.

What should prospective Singapore-based buyers consider?

According to Kuvijitsuwan, the buyer mix has thus far spanned three distinct profiles.

The first are retirees seeking a managed second home where building operations are handled by an established operator, followed by holiday-home buyers who want lifestyle infrastructure without remote property management, and finally yield-oriented investors.

Although there isn’t a formal rental programme available, we have been told that Marriott’s concierge framework can support short-term letting. The Marriott-managed juristic structure makes this more operationally viable than it would be under a standard strata committee, particularly for foreign owners not in a position to manage the property directly. 

For Singapore buyers, the one-bedroom entry price of approximately S$281,000 is a relatively accessible point for a Marriott-branded product.

Singapore investors looking to add to their residential property holdings also face a structural constraint at home: a second residential property in Singapore attracts an Additional Buyer’s Stamp Duty (ABSD) of 20% for citizens and 30% for permanent residents, making an overseas purchase a materially lower-cost path for those looking to deploy capital into property without that upfront cost.

The association with the Marriott brand would be another appealing consideration for this group of buyers.

“For foreign buyers, trust is extremely important,” Kuvijitsuwan said. “Many of them are buying from overseas or making a major lifestyle decision in a market they may not know in detail. The Marriott association gives them confidence in the standards, management and long-term operation of the residence, and that comfort is a very important part of the decision-making process,” he says.

The types of buyers that the project has attracted has even surprised the developer.

“What has been interesting is that many buyers are thinking long-term,” Kuvijitsuwan says, adding: “They are not only asking about rental potential, but also about quality of life, space, service, community and whether the destination will continue to mature. That tells us the market is becoming more sophisticated.”

Foreign buyers in Thailand can hold condominium units on a freehold title, subject to the statutory 49% foreign ownership ceiling per development. PEYLAA also offers a leasehold option for buyers who prefer that structure for registration purposes. To register freehold ownership, foreign buyers are required to demonstrate that purchase funds were remitted into Thailand from an overseas bank account. The developer can issue Foreign Exchange Transaction (FET) certificates through the Thai bank to document this. Singapore-based buyers can make enquiries through the project’s appointed Singapore representatives: CBRE, List Sotheby’s International Realty, and API Global.

What to weigh before committing

The Autograph Collection brand fits a low-density, locally characterised development in a segment where the supply of new branded residences that can deliver this level of hospitality and service in Phuket is relatively sparse.

Marriott provides the oversight and accountability that competing branded projects cannot quite match, which is a strong assurance for foreign buyers who will be managing ownership from a distance.

PEYLAA is Capstone Asset’s highest-profile international-standard project to date. The company was founded in 2019 and cites more than THB 20 billion in completed developments.

Surrounding infrastructure is a recurring concern in high-growth resort markets. Kuvijitsuwan has been direct in addressing this. “Phuket has seen very strong growth in luxury development, and infrastructure has not always moved at the same pace,” he says.

“As a developer, we believe we have a responsibility to contribute beyond our own site, which is why Capstone has invested directly in the public waterway connected to the site and a pedestrian walkway linking the project to the Boat Avenue area. Long-term value can only be created if the wider destination is supported as well.”

The most immediate unknown is the gap between the completion of PEYLAA in 2027, to the end of 2030 when the new hotel – and its full suite of hospitality amenities and services – is ready.

While Capstone says the branded residences have been designed to function without it in the interim, whether the standalone experience holds up to the fully integrated proposition is a question that remains to be seen.