BRANDED TO BELONG: HOW THE MIDDLE EAST IS SHAPING THE FUTURE OF BRANDED RESIDENCES

By Marloes Knippenberg, CEO Kerten Hospitality

The branded residences market has undergone exponential transformation over the last decade, growing by a staggering 180% globally. Forecasts suggest this momentum will continue, with more than 1,600 schemes expected to be operational by 2030. The Middle East accounts for around 12% of this global supply, with Dubai emerging as the world’s most active branded residence market. The city already hosts over 50 operational schemes and is projected to reach nearly 140 by 2030, positioning itself as a global benchmark for this fast-evolving sector. In Ras Al Khaimah, nearly 40% of all new residential supply by 2029 is expected to be branded, commanding price premiums of over 50% compared to unbranded alternatives.

Key growth drivers fuelling this rise include a surge in demand for secondary and tertiary homes among affluent buyers, the draw of a trusted brand, as well as a growing preference for fully serviced, turnkey properties with rental income potential during periods of non-use. Branded residences meet the evolving needs of a mobile, global clientele, offering flexibility for short‑ or long‑term stays, investment, rental, or resale. As such, branded residences are fast becoming the blueprint for modern, flexible living in the Middle East.

Branded residences lie at the intersection of real estate and hospitality. They represent far more than buildings bearing a brand; they have the potential to become genuine lifestyle destinations. Designed for modern living, they can offer curated experiences that enrich residents’ daily lives. By integrating elements such as food & beverage, retail, entertainment, art, and wellness directly into the development, branded residences can evolve into fully fledged ecosystems. Today’s buyers seek more than just a place to live, they want integrated, experience-rich environments that support how they live, work, connect, and socialise.

At Kerten Hospitality, we’ve always believed that the experience should go beyond the four walls of a hotel or home. This belief finds its strongest expression in our branded residences: bespoke spaces which unite the credibility of a trusted brand with the consistency of hospitality‑grade service and a human-centric purpose anchored in the local community.

The success of lifestyle destinations depends on concepts and experiences that are deeply attuned to the locality and the people who will inhabit them. Lifestyle destinations should be bespoke, community-driven, and operationally agile. When done well, these developments become catalysts for vibrant, self‑sustaining ecosystems with long-term investment value. Crucially, the model offers the flexibility to deliver bespoke solutions at scale, resisting any one‑size‑fits‑all formula and ensuring each project is aligned with local, cultural and consumer trends.

Forming the right partnerships in branded residence development is a precise exercise, demanding an understanding of brand identity, location character, and buyer expectations. Some of the most valuable opportunities now come from collaborations beyond traditional hospitality, bringing fresh perspectives that can shape every aspect of the experience, from design and art to food, fashion, and wellness. Platforms like Lumente illustrate how this can work in practice, linking luxury hotel brands with investors and developers to translate identity into physical spaces, curated lifestyles, and long‑term operational strategies, while enabling brands within fashion, sport, automotive, wellness and design to enter hospitality in an authentic and commercially sustainable way.

The Middle East isn’t following the branded residence trend. It’s defining it. In the years ahead, the projects that stand out will be those who build for place, people, and partnerships.