What if home felt like a hush of fresh linens, the soft clink of glass on silver, and the scent of lemongrass drifting through quiet corridors? Across the world, hotel-branded residences are turning fleeting luxury into a way of life—where check-in becomes a homecoming, and every sunrise unfolds with the grace of five-star service. From the storied halls of London’s Whitehall to Vietnam’s windswept shores and Costa Rica’s wild coastlines, these sanctuaries are not just places to live, but to dwell deeply, deliberately, and beautifully.
Where Hospitality Becomes Home
In a world where experiences have become the new currency of luxury, the idea of living in a hotel no longer belongs to film scripts or far-off fantasies. Today, the suites once reserved for holidays or honeymoons are now being reimagined as permanent sanctuaries—crafted with the elegance of a five-star hotel and the intimacy of home.
This is the world of branded residences—a concept that blurs the line between residential living and luxury hospitality. These properties, developed in partnership with the world’s most revered hotel groups, offer a kind of living where daily life is elevated to art. Valets greet you by name. Michelin-starred meals can be ordered to your door. Your morning swim comes with a view and a cold-pressed juice on the side.
It is, quite simply, a new chapter in the story of how and where we choose to live.
The Marriott: Rooted in Service, Reaching Toward the Sky
Among the pioneers is Marriott International, a giant that has quietly built one of the most expansive branded residence portfolios in the world—with over 140 properties open and nearly as many on the horizon. While many of these are part of existing hotels, a growing number stand alone, untethered yet still wrapped in the warmth of hospitality.
Take The Ritz-Carlton Residences, Estero Bay in Florida—a lush enclave designed for peace, privacy, and connection to the natural world. Here, residents walk barefoot through curated gardens, while the rhythm of coastal life sets the tone for refined living.
Even more intimate is Nekajui, a Ritz-Carlton Reserve in Costa Rica. Tucked into the wild embrace of Peninsula Papagayo, its 36 homes are sanctuaries for those who value space, serenity, and sea air. “It’s not just a residence—it’s a retreat,” says Tina Edmundson, Marriott’s global brand officer. “A place where design, nature and emotion are deeply intertwined.”
Raffles: Echoes of Empire, Reimagined
If Marriott is the master of scale, then Raffles is the steward of soul. Long associated with colonial grandeur and quiet opulence, the brand has extended its legacy into residential living with characteristic grace. Raffles London at The OWO is its crown jewel—a residence nestled inside the historic Old War Office. With just 85 private homes, each designed by British studio 1508 London, the project merges Edwardian architecture with modern elegance. Ceilings soar to 14 feet. Light spills through heritage windows. Prices begin at £18.5 million, but for many, the value lies in the address itself: a building steeped in the secrets of statesmen, now softened by velvet and glass.
In Saudi Arabia, Raffles Residences Diriyah brings heritage into the desert. Inspired by Najdi design, the 90 homes are arranged around cooling courtyards and overlook the Wadi Hanifah valley. These are not simply luxury homes—they are architectural love letters to tradition.
Mandarin Oriental: A Whisper of Discretion
No brand does discreet elegance quite like Mandarin Oriental. The group’s foray into branded residences reflects its signature style: thoughtful, serene, impeccably curated.
In Madrid, its forthcoming property in the Salamanca district promises 30 residences—each with private balconies, access to indoor and outdoor pools, and gardens sculpted for reflection. Meanwhile, in Miami, two glistening towers rise on Brickell Key—one hotel, one residence—joined by an amenity podium that will redefine skyline living. Completion is expected in 2030, but the anticipation is already palpable.
In Vietnam, Mandarin Oriental will soon unveil 22 rare beachfront residences between Đà Nẵng and Hội An—a poetic stretch of coast where morning light glints off the sand, and every home opens to the horizon.
The Allure: Why the World is Buying In
At first glance, branded residences may seem like a luxury indulgence. But for those who invest, they offer something rare: peace of mind. Along with beautifully designed homes, owners receive 24-hour security, professional property management, rental programmes, and concierge services—whether they’re home or away.
In return, these properties command a premium. According to Savills, branded residences can cost 25–35% more than comparable unbranded homes, and up to 40% more in resort destinations. But buyers aren’t just paying for finishes or square footage—they’re investing in consistency, service, and belonging.
A Southeast Asian Sunrise
Nowhere is the rise more evident than in Asia, and particularly Vietnam, where branded residences are emerging along the coastline like a string of polished pearls. With luxury tourism booming and infrastructure accelerating, international brands are racing to secure space in Đà Nẵng, Nha Trang, and beyond.
Mandarin Oriental’s upcoming beachfront homes are just the beginning. Others are sure to follow, bringing with them not just real estate, but an entire lifestyle economy—complete with fine dining, wellness retreats, and cultural programming. It’s a vision of life where every detail is considered, every moment elevated.
Living the Brand
For some, branded residences are trophies. For others, they are homes designed for a future lived with intention. Either way, they represent a shift in how luxury is defined—not just by what we own, but how we live.
Because in the end, it’s not just about granite countertops or infinity pools. It’s about being greeted by name after a long flight. It’s about slipping into a warm bath drawn by someone who knows your preference. It’s about waking up to ocean air, wrapped in Egyptian cotton, and knowing that here, at last, the extraordinary is ordinary.