Branded Homes Could Carry 38% Premium Through 2026
Buyers of branded residences should expect prices averaging 38 per cent above comparable homes, according to Savills.
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, with the contracted pipeline projected to pass 2,000 projects across more than 100 countries by 2040. The growth is expected to be strongest in the Middle East and Africa, a trend that matters most to buyers considering luxury developments in those markets.
Why it matters
Branded residences, homes tied to hotel-group names such as Ritz-Carlton or Four Seasons, carry a sizeable price premium, so growth in this segment affects how much buyers pay for comparable space. The forecast reflects rising developer interest in hospitality-linked luxury housing across regions where new supply is expanding quickly.
Savills projects 24 per cent year-on-year growth in global branded residences by the end of 2026, with the Middle East & Africa leading at 51 per cent. The average global premium for a branded residence is 38 per cent, up five per cent from 2025, and standalone projects make up 36 per cent of the pipeline, up from 33 per cent.
The players
Savills
A global real estate consultancy whose residential development research shapes how buyers and developers read market growth and pricing.
Marriott
A hotel group that leads the branded residence sector at parent-group level, with over 350 completed and pipeline schemes.
Accor
A hotel group ranked second at parent-group level for branded residence schemes.
The details
Branded residences are homes developed under a hotel or hospitality brand and typically priced at a premium over comparable non-branded properties. Savills reports that the average premium is 28 per cent in established cities but 61 per cent in newer ones, so buyers in emerging markets face a notably steeper markup. Growth in supply means more of these properties will enter the market, which can shape pricing and resale expectations for households considering them.
Timeline
End of 2026: Savills forecasts 24 per cent year-on-year growth in global branded residences.
2040: The contracted pipeline is forecast to exceed 2,000 projects across more than 100 countries.
Money Landscape
Branded residences have become a distinct luxury property category, with North America still holding over 30 per cent of completed global supply. Growth in newer markets signals that developers see hospitality-linked housing as a durable segment rather than a short-lived trend.
Buyers considering a branded residence should expect purchase prices that carry a premium of around 38 per cent on average globally, and up to 61 per cent in new cities. Anyone weighing this segment should compare that markup against comparable non-branded homes before committing.
The takeaway
The premium attached to branded residences is substantial, so comparing the markup against similar non-branded homes is a useful step before any purchase. Check whether the 2026 growth forecast still holds when Savills releases its next report, and speak with a qualified financial professional about how a property purchase fits your overall plans.
Further reading
For broader context on how luxury housing fits into the wider property market, explore Real Estate — General.
Source note: This article includes information reported by Boutique Hotel News.
