The branded residences market in Asia is experiencing record-breaking growth, with a total supply value of USD 26.6 billion, according to the latest C9 Hotelworks Branded Residences Report. The Philippines has solidified its position as the second-largest branded residences market in Asia, capturing 17.3% of the regional market share, following Thailand’s 23.3% lead.
With 13,276 units across 46 properties, the country has emerged as a key destination for high-end real estate, drawing the attention of both global luxury brands and foreign investors.
These crucial insights were recently discussed at The C9 Sessions: The Growth of Branded Residences in the Philippines, where Bill Barnett, Managing Director of C9 Hotelworks, presented on the rise of branded residences and their growing impact on the real estate market. He emphasized the need for developers to diversify beyond the domestic market and attract global buyers, pointing to Thailand as a model for success.
“The influx of new global branded residences is helping the Philippine real estate market appeal to overseas buyers,” Barnett said. “Given the current domestic slump, more diversity is needed versus relying purely on the domestic and OFW markets. Learn from Thailand.”
Branded Residences: A Growing Force in the Philippine Real Estate Sector
Despite challenges in international tourism, Metro Manila remains the top location for branded residences in the Philippines, hosting 18 properties with 6,246 units. Other key areas such as Cebu, Boracay, Davao, Palawan, and Bohol are also seeing increased branded developments, expanding the market beyond the capital.
The branded residences sector, which was previously driven by domestic buyers and overseas Filipino workers (OFWs), is now attracting an elite international clientele, with prestigious hospitality brands entering the market for the first time.
“The value of luxury living is not priced by square meter. It’s the prestige lifestyle per square meter,” said Cyndy Tan Jarabata, President and CEO of Tajara Leisure & Hospitality Group.
Jarabata emphasized the importance of branded residences for developers, citing key benefits:
- Prestige & Global Recognition – A globally recognized brand enhances property credibility and buyer confidence.
- Premium Pricing & Investment Value – Branded residences achieve stronger sales absorption and long-term asset appreciation.
- Full-Service Living & Luxury Amenities – Concierge services, private lounges, fitness centers, and exclusive access to hotel/resort facilities elevate the residential experience.
- Stronger Market Demand – Buyers are willing to pay a premium for the assurance that comes with a reputable brand.
Why Tourism and Real Estate Must Work Together
Industry leaders stress the crucial link between real estate and tourism, citing the need for developers and investors to integrate hospitality elements into their residential projects.
“Tourism and real estate are sectors that essentially go together,” said Barnett. He pointed to Bangkok, Miami, and Dubai, where branded residences have thrived by attracting high-net-worth individuals seeking luxury, convenience, and investment security.
Barnett noted that Manila has the potential to follow this trajectory, given its strategic location, entertainment hubs, and growing luxury sector.
One standout example of how branding can elevate a city’s global real estate appeal is the Porsche Design Tower Bangkok, which launched in 2023 with prices reaching USD 30,000 per square meter. The Philippines could see similar ultra-luxury developments in the coming years as the market matures.
A Strategic Opportunity for Developers and Investors
With the Philippines securing the second spot in Asia’s branded residences market, experts urge developers to seize the opportunity by:
- Expanding beyond Metro Manila – Growth in Cebu, Davao, Boracay, and Palawan shows demand for branded properties in lifestyle-driven locations.
- Partnering with Global Luxury Brands – Aligning with reputable names increases value and buyer confidence.
- Incorporating Resort-Style Amenities – Luxury buyers seek wellness, convenience, and high-end services beyond traditional condominium offerings.
- Strengthening Tourism-Real Estate Synergy – As tourism rebounds, residential properties with hospitality elements will stand out in the market.
With demand continuing to rise and branded residences shaping the luxury real estate market, the Philippines is at a pivotal moment to attract global investors and redefine its urban and resort living experiences.
The Philippine real estate sector is witnessing a rapid expansion in branded residences, reinforcing its position as a regional leader in luxury living. The recent discussions at The C9 Sessions event emphasized how developers, investors, and global brands can collaborate to push the industry forward.
As Barnett puts it, “Manila has the potential to become a global playground city.” The key for developers? Embrace the branded residences boom, cater to international buyers, and create world-class destinations that elevate Philippine real estate on the global stage.
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