Why Dubai Is Taking Over the Branded Residence Market

The world of branded residences is booming, and Knight Frank’s Residence Report 2025 offers a rare glimpse into just how fast the sector is growing. The report tracks nearly 80 luxury brands—from Four Seasons and Ritz-Carlton to newer entrants like Bentley and Aston Martin—across more than 1,000 projects in 83 countries, revealing a market that has expanded dramatically over the past decade and especially in the last few.

Since 2011, the number of branded developments around the world has jumped from 169 to 611, while units have grown from just over 27,000 to more than 162,000. “Momentum has accelerated since 2023, fueled by growing demand for branded living and developers’ appetite for premium positioning,” says Liam Bailey, Knight Frank’s global head of research. By 2030, the sector could surpass 1,000 projects, cementing branded residences as a mainstay of luxury real estate.

While the U.S. remains the cornerstone marketplace for branded living projects, its dominance is gradually easing. The Middle East, particularly Dubai and Saudi Arabia, is surging ahead, drawing both developers and buyers with a combination of ambitious new projects, panoplies of high-end amenities, and a willingness to experiment with lifestyle concepts. Asian-Pacific markets continue to grow as well, but the flow of capital and creativity is increasingly gravitating toward the Middle East.

While the U.S. remains the cornerstone marketplace for branded living projects, its dominance is gradually easing. The Middle East, particularly Dubai and Saudi Arabia, is surging ahead, drawing both developers and buyers with a combination of ambitious new projects, panoplies of high-end amenities, and a willingness to experiment with lifestyle concepts. Asian-Pacific markets continue to grow as well, but the flow of capital and creativity is increasingly gravitating eastward. In many ways, Dubai is starting to feel like the New York of the Middle East: a hub where ultra-wealthy buyers converge, bold architectural statements rise, and luxury brands push the boundaries of what a home can be.

RELATED: Twice as Nice? Why Luxury Condo Buyers Are Doubling Down on Their Favorite Brands

Hotel brands were the first to really adopt the model and continue to dominate the sector, accounting for roughly 83 percent of current developments. Yet the traditional model of pairing residences with operating hotels is evolving. In North America and the Middle East, nearly half of new hotel-branded residences are being planned as standalone properties, offering a high-end lifestyle without the presence of a full-service hotel—or the guests. At the same time, luxury brands that are not hotels—from automotive companies to fashion labels—are staking their claim, appealing to buyers seeking exclusivity and highly curated experiences.

Miami, long a hub for branded residences, continues to attract a wide variety of brand names, including Porsche, Bentley, and Diesel. Differentiation is key: many developments now feature exclusive amenities that might include partnerships with Michelin-starred chefs and resident-only experiences that go far beyond the standard pool and gym. “For Bentley, the brand is a differentiator in an otherwise generic landscape. It creates an emotional attachment to a property,” says Ben Whattam, marketing director at Bentley Motors, pointing to features like private car lifts that deliver vehicles directly to apartments. “Plus, a British identity in the U.S. still carries credibility and weight in a positive way.”

Even New York, which saw a post-pandemic slowdown, is experiencing renewed confidence. Buyers are gravitating toward projects they can see and touch, from 111 West 57th Street to One High Line and the Waldorf Astoria Residences. Ultra-prime offerings such as Aman New York and the Corinthia-branded residences tied to Casa Tua’s private club are commanding attention—and high prices—by combining service, lifestyle, and exclusivity.

RELATED: Branded Developments Are Increasingly Tailoring Perks to Foodies and Oenophiles

But it’s Dubai that has emerged as a particularly dynamic market and, in many ways, is starting to feel like the New York of the Middle East: a hub where ultra-wealthy buyers converge, bold architectural statements rise, and luxury brands push the boundaries of what a home can be. Annual residential sales there reached roughly $100 billion in 2024, with $73 billion transacted in the first half of 2025 alone. 

Developers such as Discovery Land Company are creating private golf and lifestyle communities like Discovery Dunes, filling a gap in the region’s luxury lifestyle offerings. “It’s hard to golf in Dubai right now,” says CEO Mike Meldman. “When we opened The Summit Club in Las Vegas, there were 100 courses for 2.5 million people, yet we sold out fast because there was no golf and lifestyle community, and it’s the same thing here—both in Dubai and the wider Middle East.”

While Dubai is setting the pace in this trend, the race is far from over. Premium lifestyle and hospitality brands are not only doubling down on the U.S. and betting big on the Middle East, but they’re also looking toward Asia, India, and even untapped corners of Europe.