Branded residences have become one of the most discussed topics in global property, where private homes are developed and serviced in collaboration with internationally recognized hospitality or lifestyle brands. These residences offer a high standard of quality and comfort that supports both everyday living and long-term ownership, combining private residential environments with professional property management.

In recent years, the growth in branded residences in Thailand has positioned the country among the leading destinations in the Asia Pacific.

A Rising Global Powerhouse in Branded Real Estate

According to CBRE Thailand, a leading international real estate consultancy known for its market research and advisory work, Thailand holds the highest number of completed branded residential projects in the Asia Pacific region. The country also ranks second after Vietnam for branded residences currently in development. When completed and in-progress projects are considered together, Thailand is forecast to become the number one branded residence market in the Asia Pacific and the fourth largest globally, following the United States, the United Arab Emirates, and Mexico.

This is a noteworthy position for a country often recognized for its accessible living and lifestyle appeal, rather than large-scale investment-driven developments alone.

For buyers and investors, this also reflects the country’s steady demand and property market with lasting appeal. Thailand is not simply responding to global patterns. It is strengthening its position within the branded residence landscape.

Why Thailand Has Become a Destination for Branded Residences

Thailand stands out for its balance of accessibility, lifestyle appeal, flexible foreign ownership structures, and investment stability. Below are several factors that contribute to the country’s growth in the branded residence market:

Affordability: Property prices in Thailand remain comparatively lower than those in major international luxury markets, allowing buyers to acquire high-quality residences at more accessible prices.
Clear Foreign Ownership Structures: Foreign buyers have the option to purchase freehold condominium units or enter into a renewable long-term leasehold agreement, providing foreign buyers with straightforward methods to property ownership.
Luxury Lifestyle and Investment Appeal: Many buyers look for residences that work well for both personal living and rental income. Branded residences in Thailand combine five-star hospitality service with private full-ownership living and a wide range of facilities, along with professional property management. This creates a comfortable residential environment and also makes it easier for buyers to rent out their residence without needing to personally oversee maintenance.
Developed Infrastructure and Quality Healthcare: Thailand has a well-developed infrastructure network, including international airports, international schools, modern road systems, and advanced medical facilities. These features support long-term residency in a way that is practical and comfortable for both individuals and families.
High Quality of Life: Thailand is known for its cultural warmth, ease of day-to-day living, and environments that accommodate different lifestyles. The cost of living is also considered lower when compared to the West, allowing residents to maintain a high standard of living with greater financial flexibility.
Long-Term Capital Appreciation: Branded residences often experience value growth over time. The presence of a reputable hospitality or lifestyle brand, along with ongoing professional maintenance and management, helps uphold the residence’s quality and desirability in the market. This makes branded residences appealing to buyers who plan to hold property with long-term value in mind.

Within Thailand, two destinations lead the branded residence market: Phuket and Bangkok. These destinations represent two different expressions of branded living—one rooted in coastal resort living, and the other centered on an urban city environment.

Phuket for Coastal Wellness and Resort Living

Phuket ranks 5th among the top branded residence cities globally, with branded residences accounting for 10% of all condominium units on the island. This reflects limited supply, as many branded residential projects in Phuket are associated with leading hospitality brands and located in highly sought-after coastal areas. The island has drawn interest for the following reasons:

A large expat community and international resident base
A diverse mix of coastal neighborhoods, with each offering its own atmosphere, from lively beachfront areas to secluded hillside settings
Residential environments that prioritize wellness, open space, and natural surroundings
Lifestyle infrastructure that includes international schools, advanced medical facilities, marinas, and beach clubs, with continued development adding further convenience
An international airport with direct connections to major cities across Asia, Europe, the Middle East, and other regions

Phuket tends to appeal to those seeking privacy, natural surroundings, a lifestyle centered on wellness, and easy access to international travel.

Example in Phuket: The Residences at InterContinental Phuket Resort

The Residences at InterContinental Phuket Resort, developed in collaboration with InterContinental Hotels & Resorts and Proud Real Estate PLC, is the latest example of branded living in a coastal market.

Situated within the grounds of the InterContinental Phuket Resort along Kamala Beach, the residences serve as a private living counterpart to the already established resort setting. The development provides a selection of multi-bedroom residences and penthouses suitable for both seasonal and year-round living.

Residents have access to facilities designed for daily comfort, including a 25-meter swimming pool, fitness center, and a rooftop yoga and meditation pavilion, along with shared spaces such as a library and game room. On-site property management oversees operations, and 24-hour concierge service is provided in line with InterContinental’s service standards. Residents also receive access to selected resort facilities and privileges, such as tennis court rentals, preferred accommodation rates for visiting guests, private yacht charters, and benefits across properties under InterContinental Hotels Group (IHG) worldwide.

Bangkok for Refined Urban Living

While Phuket offers an expression of coastal retreat, Bangkok presents a metropolitan alternative and ranks 7th among the top branded residence cities globally, with branded residences accounting for 1% of condominium units in the city center. As the country’s commercial and cultural hub, Bangkok has drawn interest for the following reasons:

A large expat community and international resident base
A strong employment and business network
A variety of neighborhoods that cater to different lifestyles, from central high-rise districts to quieter residential areas
Transportation and lifestyle infrastructure that includes the BTS Skytrain, MRT subway, international schools, advanced medical facilities, retail districts, and cultural venues
Two international airports, Suvarnabhumi Airport and Don Mueang International Airport, with direct connections to destinations worldwide

Bangkok appeals to those who prefer an urban setting with diverse living options, connectivity, and convenient access to everyday services.

Example in Bangkok: The Ritz-Carlton Residences

The Ritz-Carlton Residences in Bangkok is an example of branded living in a high-density urban environment. Located within the King Power Mahanakhon building between Silom and Sathorn roads in the central business district, the residences are managed under The Ritz-Carlton brand and occupy the upper levels of the tower. The development provides a selection of multi-bedroom residences suitable for both primary city living and extended stays, with private high-speed lift access and panoramic city views.

Facilities are structured for daily use and resident convenience, and include a swimming pool, fitness center, sauna and steam rooms, private cinema, lounge areas, children’s spaces, and resident-only club facilities. On-site property management oversees building operations and maintenance, and residents receive 24-hour concierge and residential services aligned with The Ritz-Carlton service standards.

The King Power Mahanakhon tower is also a mixed-use development that features a hotel, dining venues, a beauty and lifestyle store, and a rooftop bar, while residences maintain their own dedicated access and a private residential lounge. The BTS Chong Nongsi station is situated at the entrance of the tower, providing a direct connection to the wider city.

What This Means for Buyers and Investors in Thailand

For buyers, branded residences in Thailand offer a combination of comfort, convenience, and long-term livability. With professional management and maintenance services in place, the residence remains in good condition whether it is occupied full-time or used seasonally, without the need to oversee upkeep.

For investors, the branded residence market in Thailand offers a balance of accessible pricing, steady tourism-driven demand, and the growing presence of internationally recognized hospitality and lifestyle brands. These factors support capital appreciation and rental yield potential, while consistent professional service and management standards help maintain the property’s desirability in both resale and rental markets.

Thailand’s Branded Residences and the Pursuit of Quality Living

Thailand has become a leading market for branded residences due to its reputation for hospitality, lifestyle appeal, and stable property environment. Phuket and Bangkok rank among the most sought-after destinations globally for branded living, reflecting the country’s appeal to both lifestyle-focused buyers and long-term investors.

When considering a branded residence, the decision often centers on service consistency, management standards, and the quality of everyday living. These considerations remain relevant whether the residence is intended to be a full-time home, a seasonal retreat, or part of a broader investment strategy.

At Sunway Estates, we work with developments that place careful attention on the residential experience. We focus on homes that offer comfort, privacy, and well-thought-out design, supported by professional management structures that maintain both daily living quality and long-term value. Our approach recognizes that buyers value certainty in what they choose, especially when the residence is associated with an international hospitality or lifestyle brand.

If you are looking to purchase a branded residence in Thailand, we provide guidance based on market knowledge and thorough project evaluation. Whether your intention is lifestyle-focused living, portfolio expansion, or a combination of the two, contact Sunway Estates today for expert assistance in identifying residences that align with your goals and standards.

Thailand’s Rise as a Regional Leader in Branded Residences