Branded residences have been gaining momentum in Thailand for the past few years, originally in resort destinations but now increasingly in Bangkok as well. Simply put, a branded residence involves combining a luxury residential development with a lifestyle element to deliver a product with superior design and specifications and value-added services, all combined to offer an enhanced lifestyle and quality of living.
To achieve these goals, branded residences are managed by well known hotel operators and most of them are developed within a hotel compound, enabling the resident owners to benefit from the use of the facility's amenities and services. Some branded residences also offer rental management by the brand, providing a turnkey investment opportunity.
The key features of branded residences include a prime location, whether in the heart of the city or prime coastal resort locations. The brand association also influences other aspects of the properties such as iconic design concepts and distinctive interior decorations, sometimes with the involvement of well known celebrity architects, a high standard of furnishing and equipment, and premium specifications. The wide range of value-added facilities and services can also include round the clock concierge services unmatched by conventional luxury residential developments. With this complete package, branded residences tend to command a price premium of at least 15-20% compared to conventional luxury residential developments in a similar location.
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