Branded Residence Boom

New analysis has looked at the burgeoning branded residential scene in EMEA, as more big names tap into the trend, reports Abode2.

The region is proving a hotspot for branded residences, notes Savills, accounting for nearly a third of the world’s total supply.

The Middle East in particular is seeing huge growth, with 12% of global supply, and the strongest pipeline of anywhere (120% growth to 2030).

Across the region, there were more than 190 completed schemes as of mid-2023, with over 240 in the pipeline expected to be delivered by 2030. Over the past decade, branded schemes have increased by over 160% and expanded into all regions, said the report.

Leading the way amongst the hotel brands are Four Seasons and The Address, which both count more than ten operational schemes across Europe, the Middle East, and Africa. By the end of 2030, these two – and Fairmont – will each have over 20 projects up and running.

Amongst the non-hotels, YOO is the major player, with the top-two brands in terms of total completed schemes across EMEA (YOO Inspired by Starck and YOO Studio). Elie Saab is coming up fast, though, and projected to reach joint-second place with YOO Studio by 2030.

Marriott and Emaar are the largest parent companies by number of completed schemes, currently with 25 apiece across the EMEA region – but Accor is expected to steal the crown over the coming years, as it ramps up its presence by more than 350% and targets 62 completed schemes by 2030.