C9 Hotelworks released its Asia Branded Residences Market Update which noted how Asia’s branded residences market is soaring thanks to overseas buyers seeking second homes in playground cities and tropical resort destinations.

Based on research, Singaporeans are leading the charge and boosting sectoral growth thanks to a domestic environment not conducive to investment in second or third homes given high taxation and stamp duty.

According to C9 Hotelworks managing director Bill Barnett:

“The value of the Singapore branded residence market is significant. But the headline here is the strong appetite of Singaporean buyers to buy in the region, buoyed by the confidence and service benefits international luxury brands bring to the table, and Thailand is the leading beneficiary.”

Image

Key findings for 2025

In a marketplace valued at US$26.6 billion for a supply of 68,001 units, Thailand commands 23.3% market share. Phuket has the highest number of units at 4,771 across 26 developments.

Following Thailand, the Philippines holds a 17.3% share and South Korea 11.6%. Singapore has a market value of US$2.78 billion, with a high per square meter value of US$23,026.

Brand-building for optimal growth

This significant growth is noted by regional developers, who are establishing their own brands, such as Hong Kong’s Lang Kwai Fong Group. They recently launched Sudara Residences in Phuket, following the success of their exclusive Andara villa development.

According to CBRE’s head Ananth Ramchandran:

“There’s a trust factor here. Singaporeans take a lot of comfort in investing with recognized developers.”

Sudara Residences’ Jason Thelen noted:

“Singapore has quickly become our top regional market for buyers looking for second homes, accounting for over 45% of regional purchases.”

Image

A new player enters the game

The Ascott Limited’s entry into the branded residences sector has attracted attention. Saowarin Chanprakaisi explained:

“Ascott has a long-standing reputation of operating serviced residences, hotels, and resorts. We look forward to partnering with developers to deliver distinctive brand experiences homeowners seek.”

Luxury brands outside the hospitality chains are also eyeing this sector.