BEST OF ALL WORLDS

Branded residences combining the conveniences of luxury hotels with the privacy of homeownership are proliferating around Asia

BY LIAM ARAN BARNES

BANGKOK’S OLD CUSTOMS HOUSE, SOON TO BE CONVERTED INTO A LUXURY HOTEL, EXEMPLIFIES A TREND FOR TRANSFORMING HISTORIC

Buildings

What makes a building stand out today? In Asia’s hospitality real estate market, it’s the ability to reflect evolving lifestyles. Developers are responding to a demand for properties that integrate luxury, culture, and sustainability—values that increasingly define how people choose to live, work, and relax.

This transformation stems from a broader post-pandemic shift in priorities. Health, meaningful connections, and purposeful design have taken centre stage, reshaping the hospitality real estate landscape across Asia.

One sector thriving amidst this evolution is branded residences. Combining the services of a luxury hotel with the privacy of homeownership, these developments have experienced a global supply surge of 180% over the past decade. In Asia, they now boast a record-breaking supply value of USD26.6 billion, comprising 68,001 units, according to a recent C9 Hotelworks report.

Thailand leads the region with a 23.3% market share, followed by the Philippines (17.3%) and South Korea (11.6%). Emerging markets like Malaysia, Vietnam, and India collectively account for 24.5%.

“Before 2020, branded residences in Asia were almost entirely tied to hotel developments,” says Bill Barnett, managing director of C9 Hotelworks. “But the game has changed. Over the past four years, standalone branded residences and mixed-use projects have grown dramatically, now accounting for 30% of new developments. This shift signals a clear appetite for more diverse and innovative concepts.”

The demand for meaningful spaces is also reshaping urban centres, where adaptive reuse is gaining momentum. In cities grappling with land shortages and rising construction costs, transforming historic buildings into vibrant, modern spaces has become a creative and sustainable solution.

A prime example is Bangkok’s Old Customs House, a 19thcentury landmark being converted into a luxury hotel by Langham Hospitality Group. The project balances colonialera architecture with contemporary design, demonstrating how heritage can be reimagined for today’s lifestyles.

“Adaptive reuse is about more than preservation—it’s about creating spaces that resonate with how people live and interact today,” explains Patrick Keane, founder of Enter Projects Asia. By repurposing structures, it’s possible to conserve resources, reduce waste, and address ESG priorities. Projects like these align cost efficiencies with environmental goals, demonstrating how history and modernity can coexist.

While adaptive reuse brings the past into the present, technology is driving the future of hospitality real estate. Across Asia, smart systems and AI tools are transforming how properties operate—personalising guest experiences, improving efficiencies, and supporting sustainability goals.

Beyond convenience, intelligent HVAC systems, real-time energy monitoring, and AI-driven analytics are enabling hotels to reduce energy consumption and operational costs. These innovations align profitability with ESG priorities, helping properties meet ambitious sustainability targets while appealing to eco-conscious travellers.

“The real challenge,” notes Justin Ong, APAC regional manager at HBX Group, “is ensuring that technology enhances meaningful human connections rather than replacing them.” It’s a reminder that innovation, no matter how advanced, must ultimately serve the people who use it.

This human-centred approach is equally evident in the growing emphasis on wellbeing in property design. According to the Global Wellness Institute, the wellness real estate market is projected to grow to USD 580 billion globally by 2025.

Designs prioritising physical and mental well-being are moving beyond traditional notions of luxury. Wellness-focused developments, incorporating features like biophilic design, eco-friendly materials, and mindfulness spaces, are becoming central to real estate planning.

“Spaces built with wellness at their core address deeper needs for balance and restoration, rather than serving as indulgent extras,” notes a recent CBRE report. However, rising construction costs and the need to ensure these features resonate with buyers remain key challenges.

None of this comes without its share of complications. The industry is grappling with rising construction expenses—up 10-15% across major Asian markets—and navigating increasingly stringent ESG (Environmental, Social, and Governance) compliance requirements.

But the rewards are clear. CBRE reports that properties with strong sustainability credentials command premiums of 8-10%, proving that buyers and investors alike are willing to pay more for homes aligned with their principles.

Looking ahead, these trends will continue to redefine Asia’s hospitality real estate market, challenging traditional concepts of living spaces. With innovation and sustainability at the forefront, these properties exemplify how the industry is embracing the evolving demands of modern living.