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A new report released by Savills reinforces a trend that has been gaining momentum in recent years: Miami is now officially one of the most important global markets for branded residences. The city ranks second worldwide, behind only Dubai, highlighting how this real estate model has evolved from a niche segment into a major force among luxury buyers.
According to the report, Dubai leads the sector with 64 completed projects and another 87 under development. Miami follows closely with 48 completed developments and 55 in the pipeline, placing the city ahead of traditional markets such as New York, São Paulo and Cairo. The study notes that the branded residence sector, once heavily concentrated in the U.S., is now expanding rapidly across multiple regions, driven by rising global wealth and a growing appetite for exclusive, trustworthy real estate products. Click here to download the report
Another study published in September by Knight Frank confirms this expansion. It found that the Middle East accounts for almost 16% of the world’s active branded residences and almost 27% of all pipeline projects. North American markets combined represent 32.7 % of the branded developments already operating and 26.2 % of those planned.
The phenomenon is easy to understand: in 2015, there were only 323 branded residences worldwide. Today, that number has climbed to 910, nearly three times as many. This surge reflects rising global affluence, the premium placed on exclusivity, and the strong post-pandemic real estate boom.
Why branded residences attract buyers
As branded residences continue to expand across major global markets, one question naturally emerges: why are buyers increasingly willing to pay a premium for a home associated with a well-known brand? The answer lies in a powerful blend of prestige, trust, quality assurance and an elevated lifestyle experience. For many buyers, owning a branded residence is not just a real estate purchase — it is an investment in identity, comfort and long-term value.
Here are the key reasons fueling this demand:
- Credibility and instant trust: A globally recognized brand immediately signals quality, reducing uncertainty and giving buyers — especially international ones — confidence in what they are purchasing.
- Premium lifestyle experience: Branded residences typically offer hotel-level services, curated amenities and seamless property management that elevate daily living.
- Consistency in design and standards: Buyers know exactly what to expect in terms of architecture, finishes, maintenance and service, regardless of the location.
- Status and exclusivity: A home associated with a luxury hotel, fashion house, automotive brand or designer carries aspirational value, reinforcing a sense of prestige and uniqueness.
- Stronger resale value and liquidity: Properties linked to respected brands tend to maintain value better over time and can attract a larger pool of qualified buyers when resold.
- Operational expertise from hospitality groups: Hotel-affiliated brands bring decades of know-how in maintenance, customer service and experience, ensuring a superior living environment.
- Investment appeal: Savills reports that branded residences command an average global premium of 33% compared to similar non-branded properties — a clear incentive for investors.
Hospitality Groups Leading the Branded Residences Sector
The report also highlights the hospitality groups leading the sector. Marriott dominates with more than 300 branded residential projects worldwide, supported by names such as Ritz-Carlton, St. Regis, W Hotels and Edition—all strongly represented in South Florida. Following Marriott are Accor, Hilton, Banyan Group and Hyatt. At the same time, a fast-growing wave of non-hotel brands is entering the space. The market now includes fashion houses like Dolce & Gabbana, automotive brands such as Pagani and Bentley, and even major dining groups like Major Food Group, best known for Carbone.
A true standout in Miami’s branded residence landscape is the much-anticipated Bentley Residences, in Sunny Isles Beach, the first-ever residential tower by Bentley Motors. Rising 61 stories with 216 ultra-luxury homes that feel like “houses in the sky,” the project follows the legacy of its sibling, the Porsche Design Tower, which helped establish Miami as a global hub for branded living. Just like the Porsche tower, Bentley Residences will feature the high-tech Dezervator, a patented automobile elevator that allows owners to park their cars inside their private sky garages. The project recently made headlines after completing a record-setting foundation pour: more than 2,000 concrete trucks operated continuously for 36 hours, marking the largest residential concrete pour in Florida’s history and the second-largest in the entire United States.
The reality is that Miami now occupies a strategic position in the global branded residence landscape. The combination of international capital flow, a business-friendly environment, strong foreign-buyer demand and a wave of iconic new developments has turned the city into a worldwide reference for this type of product.
The global expansion of branded living: Europe steps into the spotlight
In the global ranking, following Dubai and Miami are New York, with 32 completed developments and four in the pipeline; São Paulo, with 15 delivered and 15 upcoming; and Cairo, with two completed projects and an impressive 26 under development. The numbers show that the trend is no longer limited to the expected markets but is spreading across major cities in emerging economies.
Beyond the Americas and the Middle East, branded residences are gaining remarkable traction across Europe, where the lifestyle-driven luxury model is evolving quickly. Marbella, on Spain’s southern coast, has emerged as a major hotspot for high-net-worth buyers seeking resort-style living paired with world-class services.
Portugal is also joining the front line of this movement, with Lisbon solidifying itself as one of Europe’s most desirable destinations for branded real estate. The city recently welcomed the Karl Lagerfeld Villas Lisbon, an ultra-luxury development on Rua Braamcamp, near Avenida da Liberdade and Rua Castilho, bringing the late designer’s signature aesthetic and European sophistication into the realm of branded living.
About AMG International Realty
AMG International Realty is a global real estate brokerage specializing in Florida’s luxury market, with strong expertise in branded residences. We operate throughout South Florida as well as the Orlando area, assisting clients interested in the region’s most exclusive developments. To learn more about branded residences in Miami or to request personalized guidance, contact us via WhatsApp: +1 305 761 2655 (Heloisa Arazi).