Beyond Luxury: Winning Deep Trust Through Heartfelt Appeal
Bangkok – October 16, 2025 – CBRE Thailand, a leading international real estate consultancy, reports robust growth in Thailand’s branded residence market, with Phuket and Bangkok emerging as key cities of focus. By blending luxury design, world-class service, and rigorous quality standards, Thailand has successfully earned buyer trust, positioning itself to lead the Asia-Pacific market.
“Despite economic challenges, the branded residence sector has shown steady growth and resilience, successfully weathering fluctuations across different market cycles,” said Ms. Artitaya Kasemlawan, Head of Residential Sales – Projects at CBRE Thailand.
“Buyers recognize the value of these premium properties and appreciate the consistent service and quality associated with renowned hotel brands,” Ms. Artitaya continued. “While design and service are often highlighted, hotel operators also set standards in key dimensions such as unit layout, materials, common areas, security systems, hygiene standards, and environmental sustainability. Each brand applies its own benchmarks, but all deliver a predictable, high-quality experience. These standards may increase development costs, but they guarantee consistent quality and peace of mind for buyers. Importantly, they are fundamental elements integrated from the design stage, not simply ‘add-ons’ after construction. This meticulous approach adds long-term value, making branded residences highly attractive for both personal use and investment.”
“These high-end homes attract global buyers who trust the brand’s reputation, expect reliable product and service standards, and value exclusive benefits through the hotel’s global network,” she added.
The Asia-Pacific region is rapidly becoming a key hub for such luxury properties, accounting for 24% of completed projects globally, second only to North America’s 34%. When combining both completed and planned projects, Asia-Pacific’s market share is expected to match North America at 23%, highlighting the region’s growth potential.
Thailand has established its leadership in the region, boasting the highest number of completed, move-in-ready branded residence projects in Asia-Pacific. With over 40 completed developments, Thailand ranks first in Asia-Pacific, and its number of projects under construction is second only to Vietnam. When combining completed and planned projects, Thailand is poised to become the top market in Asia-Pacific and rank fourth globally, behind the United States, the UAE, and Mexico.
At the city level, Phuket and Bangkok stand out as global hotspots. Phuket ranks fifth globally in the number of branded residences, while Bangkok ranks seventh.
According to CBRE data, in the first half of 2025, branded residences accounted for 10% of total condominium units in Phuket, compared to just 1% in central Bangkok. This highlights the scarcity of such properties—defined by strict global standards and managed by leading hotel brands. These “rare gems,” often located in prime areas, offer higher returns and stable value appreciation, making them ideal for investors seeking unique and stable assets.
The rapid growth of Thailand’s branded residence sector stems from rising demand for luxury living and a high-end lifestyle that prioritizes comfort and quality. Thailand’s strong tourism industry, world-class infrastructure, globally recognized healthcare and education resources, exceptional hospitality, and favorable investment environment continue to attract international buyers. As property prices show strong capital appreciation potential, Phuket and Bangkok have become major beneficiaries, hosting one of the highest densities of branded residence projects globally.
For investors, luxury condominiums—especially those in prime urban locations near public transport, Grade A offices, and leading shopping malls—remain the top choice. Developments managed by world-class hotel brands offer added value and confidence to both buyers and tenants.
Whether for short-term holding or long-term investment, these freehold properties consistently deliver solid returns. According to CBRE transaction data, branded residences in the same location generate gross rental yields 50% to 80% higher than non-branded projects, underscoring their true investment potential.
“These residences are designed for those who seek a high-end lifestyle aligned with global five-star hotel standards, while also enjoying genuine pride of ownership,” Ms. Artitaya concluded.
