# Why Singapore’s Branded Residences Focus on Luxury Brands

- **Source:** Stacked Homes
- **Published:** 2026-08-18T05:40:46.000Z
- **Author:** Sihan Chia
- **Original:** https://stackedhomes.com/185k-branded-homes-bangkok-to-aman-singapore-branded-residences-changing-across-asia/
- **Topics:** New Launches, Regional Markets

## Featured rationale

This concentration and limited supply reinforce Singapore’s ultra-prime positioning, potentially sustaining stronger premiums while restricting branded-residence access mainly to affluent buyers.

## AI summary

Luxury brands represent 68% of Singapore’s completed branded residences and 75% including upcoming projects, versus 48% across Asia Pacific.

## Original article

Singapore has the 11th-largest number of branded residential projects in Asia Pacific, according to Savills’ Branded Residences Asia Pacific 2026 report.

Unlike our wider APAC region, one difference is that Singapore’s market is heavily concentrated in the luxury segment. Luxury brands account for 68% of completed projects here; and up to 75% if you include upcoming projects. For APAC in general, the concentration of luxury brand projects is just under half (48%).

The report also notes that across APAC as a whole, branded residences are expanding beyond their traditional luxury base. Buyers can now find residential projects carrying names such as MGallery, Pullman, Cassia and Ramada, rather than only luxury brands such as Aman or Four Seasons.

In Bangkok, for example, units at the midscale Cassia Residences Rama 9 were launched from only around THB4.6 million, or roughly S$185,000. This allows developers to sell the hotel-managed lifestyle to a much wider group of buyers, rather than limiting it to the ultra-wealthy demographic.

APAC is already the world’s second-largest branded-residence market, accounting for approximately 23% of completed projects globally. In addition, the average price premium* for a branded residence in Asia Pacific rose from 23% to 29% over the past year, compared with the global average of 33%.

*I.e., Branded residences sell for an average of 29% more than comparable unbranded properties in the same market.

Mandarin Oriental Residences, Bali, Indonesia (Photo: Savills)

Asia Pacific’s average brand premium has historically been lower because our region has a larger proportion of residences associated with mid-priced hotel brands. These generally command smaller premiums than ultra-luxury brands such as Aman or Four Seasons, bringing down the regional average.

Singapore’s market, however, is almost the opposite. We have relatively few branded residences, but most are firmly positioned at the luxury end. The number of projects is expected to grow by 29% by 2032, with brands such as St. Regis, Ritz-Carlton, W and Aman keeping our market concentrated in the ultra-luxury segment.

Otto Twist, Southeast Asia Director of International Residential Sales at Savills Singapore, notes that:

“Singapore may be a relatively small branded residences market, but its scarcity, concentration of globally recognised luxury brands and limited supply of high-quality branded schemes have reinforced its position at the ultra-prime end of the market”

Southeast Asia continues to be a growth market for branded residences

Southeast Asia’s branded-residence market is expanding rapidly, particularly in resort destinations. Vietnam is leading this growth, with its number of projects expected to increase by 152% by 2032, while Thailand remains one of the region’s largest markets.

Much of this demand comes from affluent Asian buyers, looking for second homes that can serve as holiday retreats. Other purposes include rental properties and long-term investments. This ongoing demand continues to draw branded developments, to resort destinations such as Phuket and Bali.

SLS Residences Phuket, Thailand (Photo: Savills)

As a result, resort locations account for half of APAC’s completed branded residential projects (or 65% if you include projects under development).

Asian hospitality groups are also playing a significant role in this expansion. Five of the region’s 10 leading branded-residence operators originated in Asia, suggesting that international buyers do not necessarily favour Western names. Regional brands may benefit from being more familiar to Asian buyers and better attuned to their expectations.

Singapore-founded Banyan Group is one example. It operates several brands at different pricing levels, allowing it to participate in both luxury developments and more accessible residences.

With more than 20 branded residences in over 20 countries, Banyan Group anticipates launching up to US$1 billion in new luxury residential projects in Phuket, over the next two to three years.

In the meantime, non-hotel brands* are becoming a smaller part of APAC’s branded-residence market. They account for 23% of completed projects, but only 14% of upcoming projects. Hotel brands are currently taking a larger share of new development.

*These refer to bands from industries such as fashion, automotive and design, which may place their brand name on properties. Examples include Porsche Design Tower Bangkok and Century Spire in Manila, which features interiors by Armani/Casa.

Branded residences are becoming part of larger resort communities

Banyan Tree Beach Residences Oceanus, Thailand (Photo: Savills)

Branded residences are also increasingly being built alongside hotels, particularly in resort destinations. This arrangement allows residents and hotel guests to share facilities such as pools, spas, restaurants and gyms.

On the developer’s side, this allows a single hospitality team to manage both parts of the project (resort and residence), rather than operate the residences separately.

Savills expects the next phase of growth to centre on three areas:

Larger resort communities combining branded homes with hotels, shops, restaurants and leisure facilities;

More facilities and services focused on health, wellness and ageing well; and

Expansion beyond established destinations such as Phuket and Bali into less-developed resort areas, where land is cheaper and branded projects may command a larger premium over ordinary local properties.

Overall, the branded-residence market in APAC is becoming both larger and more varied. Luxury names will remain important and are particularly anchored in Singapore; but much of the region’s growth will come from resort destinations and hospitality groups aimed at buyers just below the ultra-luxury tier.

## Chinese translation

> Translation model: openai_codex_cli

### 为什么新加坡的品牌住宅聚焦奢侈品牌

根据 Savills《Branded Residences Asia Pacific 2026》报告，奢侈品牌占新加坡即将推出的品牌住宅供应管线的 75%，因为市场仍集中在超豪华细分领域。

根据 Savills《Branded Residences Asia Pacific 2026》报告，新加坡在亚太地区拥有第 11 多的品牌住宅项目数量。

与更广泛的亚太地区不同，新加坡市场的一个差异是高度集中在奢华细分领域。奢侈品牌占本地已完工项目的 68%；如果包括即将推出的项目，则高达 75%。就整个亚太地区而言，奢侈品牌项目的集中度仅略低于一半（48%）。

该报告还指出，从整个亚太地区来看，品牌住宅正在超越其传统的奢华基础。买家现在可以找到冠以 MGallery、Pullman、Cassia 和 Ramada 等名称的住宅项目，而不只是 Aman 或 Four Seasons 等奢侈品牌。

例如在 Bangkok，中端 Cassia Residences Rama 9 的单位推出价仅约 THB4.6 million，或约新币 185,000 元。这使开发商能够把酒店管理式生活方式出售给范围更广的买家群体，而不是仅限于超富裕客群。

亚太地区已是全球第二大品牌住宅市场，约占全球已完工项目的 23%。此外，过去一年，亚太地区品牌住宅的平均价格溢价*从 23% 上升至 29%，而全球平均水平为 33%。

*即，品牌住宅的平均售价比同一市场内可比的非品牌物业高出 29%。

Mandarin Oriental Residences, Bali, Indonesia（照片：Savills）

亚太地区的平均品牌溢价历来较低，因为我们区域内与中等价位酒店品牌相关的住宅比例较高。这些项目通常比 Aman 或 Four Seasons 等超豪华品牌获得更小的溢价，从而拉低了区域平均水平。

然而，新加坡市场几乎相反。我们的品牌住宅相对较少，但大多数都明确定位在奢华端。到 2032 年，项目数量预计将增长 29%，St. Regis、Ritz-Carlton、W 和 Aman 等品牌将使我们的市场继续集中在超豪华细分领域。

Savills Singapore 国际住宅销售东南亚董事 Otto Twist 指出：

“新加坡或许是一个相对较小的品牌住宅市场，但其稀缺性、全球公认奢侈品牌的集中度，以及高质量品牌项目的有限供应，巩固了其在市场超优质端的地位”

东南亚继续成为品牌住宅的增长市场

东南亚的品牌住宅市场正在快速扩张，尤其是在度假目的地。越南引领这一增长，其项目数量预计到 2032 年将增加 152%，而泰国仍是该地区最大的市场之一。

这类需求很大一部分来自富裕的亚洲买家，他们寻找可作为度假居所的第二住宅。其他用途包括出租物业和长期投资。这种持续需求继续把品牌发展项目吸引到 Phuket 和 Bali 等度假目的地。

SLS Residences Phuket, Thailand（照片：Savills）

因此，度假地点占亚太地区已完工品牌住宅项目的一半（如果包括在建项目，则为 65%）。

亚洲酒店集团也在这一扩张中发挥重要作用。该地区 10 大领先品牌住宅运营商中有 5 家源自亚洲，这表明国际买家并不一定偏好西方品牌。区域品牌可能因更为亚洲买家熟悉，并更能契合他们的期待而受益。

新加坡创立的 Banyan Group 是一个例子。它在不同价格层级运营多个品牌，使其能够同时参与奢华发展项目和更易负担的住宅项目。

Banyan Group 在 20 多个国家拥有超过 20 个品牌住宅，并预计未来两到三年将在 Phuket 推出最高达 10 亿美元的新奢华住宅项目。

与此同时，非酒店品牌*正在成为亚太品牌住宅市场中较小的一部分。它们占已完工项目的 23%，但仅占即将推出项目的 14%。酒店品牌目前在新发展项目中占据更大份额。

*这些指来自时尚、汽车和设计等行业的品牌，它们可能将其品牌名称用于物业。例子包括 Porsche Design Tower Bangkok 和 Manila 的 Century Spire，后者采用 Armani/Casa 室内设计。

品牌住宅正在成为更大型度假社区的一部分

Banyan Tree Beach Residences Oceanus, Thailand（照片：Savills）

品牌住宅也越来越多地与酒店一同建设，尤其是在度假目的地。这种安排让住户和酒店宾客可以共享泳池、水疗中心、餐厅和健身房等设施。

从开发商角度看，这使单一酒店服务团队能够管理项目的两个部分（度假村和住宅），而不是单独运营住宅部分。

Savills 预计，下一阶段增长将集中在三个领域：

将品牌住宅与酒店、商店、餐厅和休闲设施结合起来的更大型度假社区；

更多聚焦健康、养生和优雅老去的设施与服务；以及

从 Phuket 和 Bali 等成熟目的地扩展到开发程度较低的度假区域，在这些地区土地更便宜，品牌项目相较普通本地物业可能获得更高溢价。

总体而言，亚太地区的品牌住宅市场正变得更大也更多样化。奢侈品牌名称仍将重要，并且在新加坡尤其根基稳固；但该地区的大部分增长将来自度假目的地，以及面向略低于超豪华层级买家的酒店集团。