Phuket 2025: Market Trends and the Winners in Real Estate
June 10, 2025
The Phuket property market remains active, yet increasingly selective. As of Q1 2025, the island had approximately 40,600 units for sale across 343 active projects. Supply is high, and competition is intensifying. In this environment, investment success is no longer driven by general demand alone, but by how precisely a project meets the expectations of its specific target audience.
In this article, we’ll explore the key shifts every investor, developer, and buyer should keep in mind.
Market Composition & Developers
Condominiums continue to dominate the market, accounting for 33,704 units (almost 83% of the total) across 124 projects. Most of these are unbranded. Villas, townhomes, and semi-detached houses make up 6,896 units spread across 219 projects.
As interest in residential property on the island grows, leading Bangkok-based developers such as Sansiri and Ananda are expanding their presence in Phuket. RHOM Bho Property (developer of The Title projects) currently leads in total supply with 4,820 units across nine projects, followed by Origin Group, Supalai, and Laguna.
What Drives Project Success?
In today’s saturated market, buyers focus on specific attributes. The most successful developments offer compelling concepts, practical living formats, flexible rental options (from daily short-term rentals to yearly contracts), and clear competitive advantages — such as prime location, high-quality specifications, strong branding, premium services, and resort-style amenities.
Generic properties lacking distinctive features risk falling behind in sales performance — and in the long term, may underperform in rental yields and resale liquidity, especially as the market nears its next cycle.
Formats That Perform
1. Branded Residences
- Branded condominiums are priced 28% higher than standard units
- Branded villas command prices nearly 2.2 times higher than their non-branded counterparts
👉 SUNWAY says
The price premium of branded real estate reflects not just the value of the brand itself, but the fact that these properties are positioned in a higher class from the outset — both in terms of design standards and quality of execution.
Branding goes far beyond the use of a recognizable name. It involves collaboration with global experts who shape the project from the ground up — ensuring world-class standards from planning to execution.
Buyers benefit from enhanced service levels, professional property management, and reliable post-sale support — critical for those seeking stable returns and long-term capital growth.
2. Rental-Focused Properties
- One-bedroom condominiums remain the top choice for both short- and long-term rental
- Among villas, 3–4 bedroom homes with private pools in secure communities with gyms, playgrounds, and green spaces are in highest demand — ideal for families and groups
3. Properties Tailored to Specific Lifestyles
- Mixed-use developments are appealing to those seeking homes for both living and vacationing
- Properties with unique features — such as walking distance to key infrastructure or ocean views — offer strong lifestyle and investment appeal
Price Landscape: New Builds vs Resale
Price gaps between primary and secondary markets remain significant:
- New condominiums average THB 139,000/sqm, while resales go for THB 100,000/sqm
- Branded condos fetch up to THB 181,000/sqm, a 28% premium
- Villas show even greater disparity: up to THB 162,000/sqm for branded stock versus THB 73,000/sqm for standard offerings
The price difference is driven not only by the age of the properties but also by a fundamental shift in the market. In recent years, Phuket has undergone a transformation. Where once the landscape was dominated by local developers offering basic-level projects, today we are seeing an influx of large Bangkok-based developers launching modern residential complexes with well-thought-out architecture, high-quality finishes, enhanced infrastructure, and professional services. Phuket-based companies are also evolving, bringing increasingly competitive products to the market.
At the same time, the resale market still offers opportunities in prime locations. These properties may appeal to buyers willing to compromise on quality, design, and amenities in exchange for a more attractive location and a lower entry price.
A New Demand Trajectory
Phuket's market is evolving from a pure investment play to a lifestyle-driven destination. Increasingly, buyers — from Bangkok, Europe, and Russia — view the island not just as a way to preserve capital, but as a base for part-time living, remote work, or extended holidays.
This shift is reshaping buyer expectations. Today, lifestyle quality matters as much as property specs. Buyers assess neighborhood infrastructure, privacy, services, greenery, beach access, and walkability.
Locations like Bang Tao are especially sought-after — offering strong rental potential, everyday comfort, and pricing that’s still attractive compared to regional capitals like Bangkok or Singapore.
Developers are adapting too. Instead of isolated buildings, we’re seeing fully planned residential communities with shops, cafés, social spaces, and integrated infrastructure. Cherngtalay is a standout example of this new direction.
Phuket’s commercial offering is also expanding: 12 major malls are currently operating on the island, with seven more in the pipeline — including Siam Premium Outlet and an expanded Central Phuket.
Conclusion
Phuket is entering a more mature market phase. Competition is rising, and buyer expectations are becoming more defined. The winners? Projects with a clear concept, professional management, smart pricing, and long-term value — whether for lifestyle or rental income.
Our portfolio features properties that meet these standards — from branded residences to contemporary villas with strong rental potential. Contact us today, and we’ll help you find the perfect property — whether you're investing or looking for your dream home in Phuket.
Source: Phuket Property Market Report May 2025, C9 Hotelworks