Stable, promising, and on the rise, the branded residences market continues to attract high-profile investors from around the world. In fact, this thriving sector will be one of the key topics at the International Property Show (IPS), taking place from 14–16 April, 2025, in Dubai. Now in its 21st edition, the event remains the leading show for real estate professionals and developers in the Middle East, a region that has firmly established itself as a leader in the branded residences sector.
To define the concept before launching into an exploration, a branded residence is a luxury home that offers premium hotel-style services. High-profile brands from industries including hospitality, design, fashion, and automotive are the main players in the market. For investors, the appeal lies in combining the world-class management of a five-star hotel with the exclusivity and privacy of a luxury property.
The typical business model allows owners to stay in their apartment or villa for part of the year, while the property is managed by a hotel operator during the remaining months, thereby providing them with a return on investment through guest rentals.
Leading the Way: The Middle East
With seven projects underway in the UAE and four in Saudi Arabia, the Middle East is at the forefront of the ultra-luxury market and is redefining branded residences on its own terms. Dubai, in particular, is set to increase its branded residence supply by 73% by 2027. Here are some of the most important developments currently in progress:
JW Marriott Al Marjan Island Resort
A collaboration between Wow Resorts and JW Marriott, this $1.3 billion project will open in 2026, featuring 524 residences ranging from one- to four-bedroom apartments to penthouses overlooking the Persian Gulf. Both owners and guests will enjoy a comprehensive luxury experience, including seven fine-dining restaurants, hanging gardens, a state-of-the-art JW Spa, a nightclub, multiple swimming pools, a gym, a movie theater, a wine cellar, and an artificial lagoon.
“This project embodies innovative luxury and quiet living. Our goal is to create a destination that exceeds the expectations of our distinguished clientele, offering an unparalleled paradise with exceptional comfort,” says Anwar Aman, Co-Founder and Co-CEO of WOW Resorts.
Masa Residence
Following a similar concept, Masa Residence by Durar Group on Al Marjan Island blends luxury with creative design. With an estimated sales value of $190 million, the development includes 396 units, ranging from studios and one- to two-bedroom apartments to eight opulent villas.
The project is overseen by renowned French industrial designer Philippe Starck, co-founder of YOO Inspired by Starck, known for creating exclusive spaces like Nani Nani for Rikugo in Tokyo, the Baccarat Museum in Paris, and the interiors of The Royalton in New York. Masa Residence is expected to be completed in Q2 2026.
Nobu Residences Abu Dhabi
Real estate giant Aldar Properties has unveiled Nobu Residences Abu Dhabi, located in Mamsha Al Saadiyat, near Saadiyat’s cultural district—home to the Louvre Abu Dhabi and the soon-to-be site of the new Guggenheim Museum.
The development will feature 88 apartments, including one- to three-bedroom units, two-bedroom lofts, and penthouses, along with villas and a 125-room Nobu Hotel.
Industry analysts agree that branded residences command price premiums of 10–20% compared to non-branded luxury properties. This highlights how much a prestigious name can impact value. When situated in prime locations within exclusive destinations such as Qatar or the UAE, these property values can rise even more, opening up new opportunities for the property developer and synergies with sectors like fine dining, entertainment, and sports.
