Singapore branded residences remain a luxury stronghold, even as Apac diversifies

The branded residences segment in Asia Pacific (Apac) is evolving. Following years of rapid expansion, the market is now entering a new phase of maturity, marked by a diversification beyond the luxury offerings that have traditionally monopolised the landscape.

However, while the region is seeing a growing pipeline of upscale and midscale brand developments, Singapore remains firmly dominated by ultra-prime and luxury brands, according to Savills.

In its Branded Residences Asia Pacific 2026 report published in August, the firm highlighted that luxury brands account for 75% of Singapore’s pipeline. This is significantly higher than the wider Apac market, where only 48% of pipeline projects are in the luxury segment.

Read also: Banyan Tree revenue grows 35% on residences segment, net profit falls 7%

“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,” said Otto Twist, Southeast Asia director for international residential sales at Savills Singapore.

Selective expansion

Singapore currently ranks as the 11th-largest market for branded residences in Apac, based on Savills’ estimates.

The city-state has seen only a handful of schemes delivered over the last nearly two decades since St Regis Residences Singapore — largely considered the city’s first branded residence — was completed in 2008. The 173-unit development on Tanglin Road, close to Orchard Road, is adjacent to The St Regis Singapore hotel.

Since then, branded residential developments that have been completed include the 58-unit The Ritz-Carlton Residences on Cairnhill Road in 2011; the 228-unit The Residences at W Sentosa Cove in 2011; and the 340-unit Pullman Residences Newton in 2024.

More projects have come to market over the past year. In October 2025, Malaysian developer IOI Properties Group kicked off the public launch of W Residences Marina View – Singapore, following earlier private previews. The 683-unit project is located in a 51-storey tower that will also house the 360-key W Singapore – Marina View hotel.

The developer released 100 units for sale as part of the first phase, with prices starting from $3,230 psf. Caveats lodged as of Aug 18 show 15 units have been taken up, with prices averaging $3,117 psf.

Read also: IOI Properties kicks off public launch of W Residences Marina View - Singapore with 100 units from $3,230 psf

Over on Shenton Way, The Skywaters, an integrated mixed-use development on the site of the former AXA Tower, features a limited collection of Aman-branded residences, located on the 28th to 30th floors, along with the 56th to 63rd floors.

Based on lodged caveats, three units at Aman Residences, Singapore have been sold. The units, located on the 30th and 57th floors, fetched prices ranging from $5,947 to $6,501 psf.

The positioning of the recent projects, led by globally recognised names, underscores the limited supply and exclusivity that define the Singapore branded residential market, said Savills.

Still, the firm expects the market to continue expanding, with Savills projecting a growth of 29% by 2032.

Apac growth led by Vietnam and Thailand

The broader Apac region is the second-most established branded residential market globally after North America, with around 23% of all completed schemes worldwide located here.

Rapid wealth creation and a growing pool of high-net-worth (HNW) and ultra-HNW individuals have led to accelerated expansion in recent years.

Read also: Southeast Asia to drive 180% growth in branded residences in Asia Pacific by 2031: Savills

However, while the region continues to show impressive momentum, the pace of growth falls short of other regions, particularly Mena (Middle East and Africa), where a surge of new projects in Dubai has propelled the market.

In its 2025-2026 Branded Residences Annual Report, published in December 2025, Savills data indicates the Mena region grew by 187% over the last five years — making it the fastest-growing region worldwide and putting it well ahead of Apac, which grew 55% over the same period.

Looking ahead, Savills said Apac is expected to deliver 187 new projects through to 2032, representing a 97% growth rate. While this is on a par with the Americas, it remains below Mena and Europe.

Nonetheless, select Apac markets continue to demonstrate strong activity, buoying momentum in the region. Vietnam leads the pack, with the second-highest number of completed projects in Apac, as well as the strongest pipeline. Savills projects the market to grow 152% by 2032.

Thailand also remains a key contributor, backed by demand in Bangkok and resort destinations such as Phuket. India has the third-largest branded residence market in Apac, supported by expanding metropolitan populations and a growing domestic appetite for internationally branded products.

Other top markets include China, Indonesia, Japan and Malaysia, with the Philippines, Australia and South Korea rounding out the top 10.

Broader mix of operators …

The region is seeing a marked diversification across its mix of branded residences, with the market moving beyond the global luxury operators that have dominated in the past.

This comes amid changing buyer demographics and development economics. Domestic wealth in Apac countries is expanding across a wider spectrum, prompting developers to broaden offerings to appeal to buyers at various price points.

As a result, the region now has one of the most diverse branded residential landscapes globally. While luxury projects make up about half of the pipeline, the remaining half comes from other segments ranging from midscale to upper upscale, said Louis Keighley, head of Savills Global Residential Development Consultancy.

At the same time, more players are entering the market. While luxury operators such as Four Seasons and Aman continue to top the list in terms of number of completed and pipeline projects, other global hospitality companies are doubling down in Apac, signifying the region’s importance as a source of growth.

Key movers include Wyndham and Radisson, which each have only one completed branded residence project in the region currently. However, both have amassed significant pipelines, at 15 and 13 projects, respectively.

Local hospitality brands are also closing in. According to Savills, five of the top 10 hotel brands in Apac’s branded residences market come from Asia, including Singapore’s Banyan Tree, which ranks as the third-largest hotel brand in the branded residential market.

Non-hotel brands are also making further inroads in the segment, albeit at a slower pace. Non-hotel branded developments in Apac account for 14% of Apac pipeline projects, lower than the 23% for completed projects.

Still, the region is seeing notable activity from fashion and F&B brands such as Fendi, Elie Saab and Nobu, which are all set to open their first projects in the region within the next six years.

… but brand premiums are increasing

Despite the diversification, brand premiums — referring to the extra price buyers are willing to pay for a branded residence over a non-branded residence — are rising.

“In many markets, greater brand diversification would be expected to dilute premiums. Instead, we are seeing the opposite,” says Keighley.

Over the last 12 months, the average brand premium in Apac has increased from 23% to 29%, Savills data shows. Though still below the global average of 33%, the rise reflects the region’s stronger pricing power as the market expands and matures.

Savills also attributes the increase to a growing proportion of resort and hospitality-led developments, which typically achieve strong premiums.

Growing demand for resort-led projects

Looking ahead, Savills expects resort-led developments to remain a significant contributor to the Apac market. While such properties account for 50% of completed schemes, the figure rises to 65% for pipeline projects.

The firm attributes the shift to growing demand, backed by rising regional travel and Apac’s established tourist destinations such as Bali and Phuket.

In addition, HNW buyers are increasingly seeking second homes in such locations for a growing number of reasons, whether as a vacation home, for retirement planning, or as a means to diversify their investment portfolio.

Against this backdrop, co-located projects, where branded residences are integrated with a resort or a hotel, are becoming more prevalent. “The integrated hotel and residential model is particularly well-suited to resort destinations, where the operational synergies, shared amenities and enhanced lifestyle offering create a stronger value proposition than standalone residential schemes,” the report added.

Ultimately, the structural shifts taking place in the Apac branded residential market encapsulate the region’s evolution into a more established market — one measured by the diversity of its offerings, rather than capital investment.

“Apac remains a key growth engine for branded residences, but its next chapter will be defined by the breadth of its markets, not the scale of its leading ones,” said Keighley.