CBRE Reveals Thailand's Branded Residence Market as a Rising Leader in Asia Pacific

CBRE Thailand, the leading international property consultant, reported strong growth in the country's branded residence market, with Phuket and Bangkok emerging as key cities to watch. Thailand now leads the Asia Pacific region by combining luxurious design, world-class services and rigorous quality standards that build buyer confidence.

Ms. Artitaya Kasemlawan, Head of Residential Sales - Project at CBRE Thailand, stated, "Despite economic challenges, the branded residence sector has shown steady growth and resilience, successfully weathering downturns across various cycles."

"Buyers recognize the value of these upscale properties, appreciating the consistent service and quality associated with established hotel brands," Ms. Artitaya continued. "While design and service are often emphasized, hotel operators also set standards across key dimensions such as unit layout, materials, common spaces, safety systems, hygiene protocols and environmental sustainability. Each brand applies its own benchmarks, but all deliver a predictable and high-quality experience. These standards, while potentially increasing development costs, guarantee a uniform quality and peace of mind for buyers. Importantly, they are foundational elements integrated into the design from the start, not simply 'plug-in' features added after construction. This careful approach adds long-term value, making branded residences highly desirable for both personal use and investment.

"These exclusive residences attract buyers worldwide who trust the brand's reputation and expect reliable product and service standards, along with exclusive benefits through the hotel's global network," she added.

Asia Pacific (APAC) is quickly becoming a key hub for these luxury properties, accounting for 24% of completed projects globally—just behind North America's 34%. When both completed and pipeline projects are considered, APAC's market share is projected to match North America's at 23%, underscoring the region's growth potential.

Thailand has established itself as a leader in the region, boasting the highest number of completed and ready-to-move-in projects in Asia Pacific. With more than 40 completed developments, Thailand ranks first in APAC and second only to Vietnam in projects under development. When combining completed and pipeline projects, Thailand is on track to become the top country in APAC and the fourth largest globally, following the United States, the United Arab Emirates and Mexico.

At the city level, Phuket and Bangkok stand out as global hotspots. Phuket ranks fifth worldwide for the number of branded residences, while Bangkok holds the seventh position.

According to CBRE data, branded residences in Phuket accounted for 10% of total condominium units in the first half of 2025, compared with just 1% in Downtown Bangkok. This highlights the exclusivity of this property type—defined by strict global standards and management under leading hotel brands. Typically located in prime areas, these "rare items" offer superior returns and steadily increasing value, making them ideal for investors seeking unique and stable assets.

Thailand's rapid growth in the branded residence sector is driven by rising demand for luxury living and an elevated lifestyle that prioritizes comfort and quality. The country's strong tourism sector, world-class infrastructure, globally recognized healthcare and education, exceptional hospitality, and favorable investment environment continue to attract international buyers. With property prices showing strong potential for capital appreciation, both Phuket and Bangkok have become major beneficiaries, hosting some of the highest concentration of branded residences in the world.

For investors, luxury condominiums—particularly those in prime city locations near public transportation, Grade A office buildings, and leading shopping malls—remain a top choice. Developments managed by world-class hospitality brands provide added value and confidence for both buyers and tenants.

Whether held for short-term or long-term investment, these freehold residences consistently deliver solid returns. Based on CBRE's transaction data, branded residences in the same location can generate 50%-80% higher rental gross yield than comparable non-branded projects, highlighting their true investment potential.

"These residences were created for those seeking an elevated lifestyle aligned with the standards of five-star hotels—consistent worldwide—while also offering the pride of true ownership." Ms. Artitaya concluded.

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