Redefining Luxury: Branded Residences and the Future of Hospitality

Abstract

Purpose:
This research examines the emerging phenomenon of branded residences, an innovative model combining luxury real estate and hospitality. It aims to analyse their key characteristics, drivers, and challenges, and to assess their implications for the future of luxury hospitality. Grounded in Yeoman and McMahon-Beattie’s (2018) “Super-Rich” framework, the study positions branded residences within the concept of “Prestige Luxury,” exploring how they respond to the evolving expectations of ultra-high-net-worth individuals seeking exclusivity, personalization, and unique experiences.

Design:
The study adopts a mixed-methods approach, integrating quantitative and qualitative data. A survey of industry professionals evaluates their awareness and perceptions of branded residences. This is complemented by a comparative analysis of current market offerings to understand existing models. Additionally, semi-structured interviews with industry experts provide deeper insights into the drivers of growth and the challenges facing this segment.

Findings:
The research is expected to identify key success factors and market dynamics shaping branded residences, including the growing demand for personalized and exclusive experiences. It will also highlight the main challenges and opportunities within this segment, offering insights into how branded residences may influence destination development, sustainability practices, and operational models in luxury hospitality.

Originality:
This study contributes to the limited academic literature on branded residences by offering a structured analysis of their role within “Prestige Luxury.” It provides forward-looking insights into their potential impact on the evolution of hospitality, supporting industry stakeholders in developing more targeted strategies aligned with the expectations of future ultra-wealthy consumers.