Redefining Luxury: Branded Residences and the Future of Hospitality

This study examines the emerging phenomenon of Branded Residences, an innovative model combining luxury real estate and hospitality. The aim is to analyse their key characteristics, drivers, and challenges, as well as their implications for the future of luxury hospitality. The research is grounded in Yeoman and McMahon-Beattie’s (2018) “Super-Rich” framework, positioning branded residences within the concept of “Prestige Luxury” and exploring how they respond to the expectations of ultra-high-net-worth individuals seeking exclusivity, personalization, and unique experiences. A mixed-methods approach is adopted, integrating quantitative and qualitative data. The study includes a survey of industry professionals assessing awareness and perceptions of branded residences, a comparative analysis of current market offerings, and semi-structured interviews with experts to gain deeper insights into growth drivers and segment challenges. Expected findings identify key success factors and market dynamics shaping Branded Residences, particularly the increasing demand for highly personalized and exclusive experiences. The study also highlights opportunities and challenges, including implications for destination development, sustainability practices, and operational models in luxury hospitality. Overall, the research contributes to the limited academic literature on Branded Residences by providing a structured analysis within the “Prestige Luxury” framework and offering forward-looking insights into their role in the evolution of hospitality and strategic industry development.