27 Per Cent Increase in Branded Residence Hotel Operators Highlights Substantial Growth in the Sector
Second edition of whitepaper launched this week reveals branded residences industry benchmarks
The branded residences sector is one of the fastest growing in the real estate industry, attracting more hotel operators, developers, investors and buyers year-on-year. The highly-anticipated second edition of industry go-to report Branded Residences: An Overview, highlights trends in the market and new statistics on market growth, and explores the reasons for its continued success and why it is a popular investment choice.
The report’s author Chris Graham (founder of specialist real estate marketing agency Graham Associates), presented the latest findings to invited senior market practitioners at a launch event at Watson Farley and Williams’ London office. He was joined by Daniel von Barloewen (Director of Savills International Development Consultancy) and Julian Houchin (Commercial Director, iO Adria) who gave their expert perspectives on the whitepaper and discussed some of the key findings.
With exclusive insights and contributions from industry leaders around the globe, the updated report provides wide-ranging information about the branded residences market and highlights a number of interesting findings, including:
- A 27 per cent increase over the last two years in the number of hotel operators offering branded residences
- The average price premium on branded residences over comparable non-branded residences is between 20 and 30 per cent – although some experts believe that this will increasingly become squeezed, especially in developed markets
- An increased focus on investment, with more owners putting their properties into managed rental programmes
- A vast pipeline of new hotel branded developments in South East Asia, with the number of branded residences in the region expected to double in only four years.
Chris Graham comments: “It is clear that the branded residences sector remains extremely resilient and popular among buyers, investors, developers and brand operators. The significant price premium can be easily justified, with neither party requiring too much convincing of the many well-proven benefits, which has led to the remarkable success of this formula.”
About the Author
With a career spanning over 30 years in sales and strategic marketing, Chris Graham first gained his real estate experience as Group Marketing Director at leading estate agency Hamptons International. In 2008, he founded Graham Associates as a boutique branding, marketing and lead generation consultancy specialising in international luxury real estate developments and residential resorts.
In 2009, Graham Associates joined You Group, a central London agency with 38 full-time staff, with annual billings exceeding £40 million and an impressive client portfolio including many of the UK’s top real estate brands; the company also works with major international corporations such as Rolls-Royce plc, Lloyds Bank, Ansell, Lyons Coffee, Caterpillar, Trump Hotels, Turkish Tourist Board, Capital One, Harry Winston, Standard Bank, Air Canada, Gourmet Burger Kitchen and Chipotle.
Chris and the real estate team work closely with developers and resort clients around the world, for whom they develop bespoke marketing strategies, sales collateral and lead generation campaigns, winning several prestigious industry awards along the way.
Many projects undertaken over the past two decades have involved a branded residences component, highlighting first-hand the benefits and growth potential of this exciting sector of the market and inspiring Chris to compile this report.
Anna Brown, Senior Account Executive
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