This was stated by Ryan Itani, founder of Global Branded Residences (GBR), a UK-based consultancy advising on branded residential projects worldwide, in an exclusive interview with InsiderPH.
From Metro Manila to Mactan
“Manila is already a relatively mature market, ranking fifth in Asia Pacific for completed projects with six developments,” Itani says. “This places it alongside active hubs like Phuket, Bangkok, Mumbai and Beijing.”
With eight major projects in the pipeline —a sign, he says, of sustained interest from both developers and brands —further opportunities in the Philippines lie in resort destinations.
Mactan Island now ranks among the region’s top 20 pipeline markets. It is home to Sheraton’s first branded residence in Asia Pacific, which opened in 2023 next to Marriott’s debut resort in the Philippines.
Notably, Itani further says, five of the country’s eight upcoming projects are resort-based, underscoring growing demand for lifestyle-driven, leisure-led living.
Asia Pacific leads global expansion
Across the wider region, demand for branded residences is booming, driven by Asia Pacific’s fast-growing population of high-net-worth individuals.
Thailand remains a leader with 42 completed projects and 29 in the pipeline. India, China, and Indonesia are expected to sustain strong growth, while Vietnam stands out with 15 completed and 51 more planned—particularly in Hoi An and Ha Long—making it one of the most dynamic emerging markets.
“Developers and investors are recognizing the brand premium and faster sales velocity that branded residences deliver,” Itani notes.
Expanding the market
Similarly, diversification is reshaping branded residences, with luxury at the fore. In the Asia Pacific region, 25 percent of branded residences fall into midscale to upscale categories—far higher than the global average of 14 percent.
“This broadens the buyer base, reaching lifestyle professionals and value-driven investors, not just the ultra-wealthy,” says Itani.
Product innovations
Branded residences are also evolving from luxury products into full lifestyle offerings. Beyond location and design, residents now seek integrated hospitality, wellness, and daily living solutions.
Innovations like curated wellness programs, seamless property management, and exclusive brand experiences are redefining existing models, transforming homes into platforms for better living.
Who’s buying
“Buyers are diverse, and so are their motivations,” according to Itani. Investors are drawn to performance, with branded residences commanding a 37-percent to 67-percent sales premium over non-branded projects.
Luxury downsizers, meanwhile, are attracted to simplified living with services like concierge, wellness, and dining at their doorstep.
“Ultimately, buyers aren’t just purchasing a home—they’re investing in a lifestyle defined by consistency, service, and elevated living,” says Itani.
The bottom line
With a strong foothold in Metro Manila and with rising momentum in leisure destinations, branded residences in the Philippines are poised to become a significant growth driver—for developers, investors and end-users.
Features Reporter
