Branded Residences 2026: How Luxury Living Is Changing
– 1 min read
Branded residences 2026 are moving beyond hotel towers into coastal resorts, mountain destinations and homes carrying fashion, automotive and lifestyle names.
Branded residences 2026 are no longer defined only by a hotel attached to a residential tower. Knight Frank’s latest Global Branded Residence Survey covers nearly 1,800 live and pipeline schemes across 90 countries, showing how the category is expanding in both geography and brand identity.
Branded Residences 2026: How the Market Has Changed
The number of schemes has risen from 354 in 2015 to 903 at the end of 2025. Knight Frank expects the total to reach approximately 1,088 developments by the end of 2026. More than half of current schemes are now in coastal, island or mountain destinations, rather than traditional major-city locations.
For buyers, the change is practical. A branded home can combine private residential space with services associated with hospitality, including concierge, housekeeping and other resident services, depending on the project. The exact package varies and should be checked before purchase.
From Hotels to Fashion and Automotive Brands
Hotel operators still account for around 70% of operational schemes. Across the wider pipeline, however, their share falls to about 60%, reflecting the growing presence of non-hotel brands. Fashion, automotive and lifestyle names are increasingly entering the residential market.
This broadening also changes what branding means. For a hotel group, service and property management may be central. For a fashion or automotive brand, design language, architecture and identity can play a larger role.
Why Resort Locations Matter
The growth of coastal and mountain projects reflects a broader shift toward residences that function as second or multiple homes. For internationally mobile owners, location, privacy, managed services and access to hospitality facilities can matter as much as the apartment itself.
The result is a wider definition of branded homes: less a standard property format than a combination of residence, service, design and place.
