Hotel branded residences in Asia are capturing the imagination of real estate investors and end users. Hospitality and property consulting firm C9 Hotelworks reports that buyers are attracted to the unique combination of brand pedigree, personality and a prestige associated with well-known hospitality brands such as Ritz-Carlton, Aman, St. Regis, Waldorf Astoria, Raffles, W and Hyatt. Exclusivity and attitude are two contributing factors pushing demand.
As C9 Hotel works’ Managing Director, I am quick to point out that the storyline is changing in space from the resort markets to urban real estate. Asia’s luxury hotel branded love affair began at the beach on Thailand’s resort island of Phuket. The birth of the tropical pool villa created a unique hotel experience for upscale travelers. An entirely newly defined luxury segment suddenly meant getting out of the box. Leading names associated with the phenomenon were Adrian Zecha of Aman resorts and KP Ho of Banyan Tree.
As Asia headlined the post global financial crisis, old and new wealth was increasingly attracted to real estate. The region’s booming capital cities such as Singapore, Bangkok, Kuala Lumpur, Jakarta and Manila are seeing a rise in urban hotel-branded residences.
Not only hospitality branded are playing the new name game, but celebrity faces such as Donald Trump and Philippe Starck are increasingly becoming familiar faces on the landscape.