The future of amenities in Branded Residences: a new era of luxury living

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The future of amenities in Branded...

Introduction

Branded residences have exploded in popularity in recent years, with brands from hospitality giants to fashion houses entering the sector. They are generally priced 30% higher than non-branded properties, depending on the area, combining luxury, exclusivity and the services of a five-star hotel with the privacy and comfort of an independent home. Spain has a potential for over 300% growth in the area (Idealista) in coming years, with bands such as St Regis, Mandarin Oriental and Missoni opening in years to come.

Today, amenities are the new battleground in branded residences, as developers compete to offer ultra-exclusive services and curated experiences that go beyond traditional luxury. But what is next for this evolving market? We dive into the future of amenities in branded residences and how they are shaping high-end living.

1. The shift towards hotel and resort-like services

One of the hallmarks of branded residences is their ability to offer seamless, hotel-like living experiences, transforming private residences into full-service luxury retreats.

Key amenities defining this trend:

24/7 concierge and butler service: Residents expect instant access to top-tier hospitality, from organizing private events to securing last-minute reservations at Michelin-starred restaurants
In-residence dining and Private chefs: Owners can enjoy curated menus prepared by chefs trained at the world's best restaurants
Housekeeping and maintenance: Daily cleaning, laundry services, and on-demand home repairs provide a truly worry-free lifestyle
Private marinas and yacht clubs for residents who enjoy a seamless waterfront lifestyle.

2. Wellness and longevity as a key selling point

Today’s ultra-luxury buyers are not just looking for a home; they are looking for a wellness-focused lifestyle. Developers are integrating advanced health, fitness, and longevity amenities to meet growing demand. Longevity has become a buzzword among UHNWI, as they look to not only increase their lifespan but also the quality of life that they will have in that life.

Some key trends:

Medical-grade Wellness Centres: Integrating longevity clinics, IV therapy, cryotherapy, and hyperbaric oxygen chambers into residential spaces. St Regis Residences Casares, Spain, feature a state-of-the-art wellness centre with personalised fitness coaching and spa retreats
Biohacking and AI health optimisation: Residences with AI-driven personalized health coaching, real-time biometric monitoring, and sleep enhancement systems
Holistic and mindfulness-focused amenities: Salt therapy rooms, infrared saunas, sound healing studios, and meditation gardens designed to enhance mental well-being. For example, The Aman Residences, Tokyo offer private mindfulness coaching to residents

The Global Wellness Institute, a leading industry voice, shared a report that the global wellness industry was valued at $6.32 trillion in 2023. This represents a 25% growth since 2019, making it larger than the sports and pharmaceutical industries combined.

3. Sustainability and Smart Living

As sustainability becomes an essential part of modern luxury, branded residences are adopting eco-friendly materials, energy-efficient designs, and AI-powered smart home technology.

Sustainability trends in Branded Residences:

Net-Zero & LEED-Certified Architecture: Buildings designed to reduce environmental impact through solar energy, water conservation, and sustainable materials. A key example of this would be The Mandarin Oriental Residences, Beverly Hills has been designed with 100% renewable energy.
AI-Integrated Smart Homes: Residences with voice-controlled automation, AI-driven energy optimization, and facial recognition security. The St. Regis Residences, Marbella incorporate AI- powered climate control to increase efficiency
Carbon-Neutral and Biophilic Design: Using natural materials, rooftop gardens, and sustainable landscaping to enhance well-being

A 2024 report by JLL found that 68% of affluent buyers are willing to pay a premium for homes with strong environmental credentials (JLL, 2024). This is only set to increase as the great wealth transfer grows, with Millenials and Gen Z having increasing spending power.

4. Exclusive social and networking spaces

In an increasingly digital world, where people are spread across the world thanks to remote working, the desire for genuine, real connection has increased exponentially. To meet this need, developments across the world are prioritising spaces for social connection and offering opportunities to connect over mutual interests as well as access to curated experiences, networking opportunities, and exclusive cultural events.

Key Trends:

Private members’ clubs and VIP lounges: Elite spaces where residents can socialize with like-minded individuals, attend curated events, and participate in exclusive networking opportunities. One&Only Private Homes, Dubai offers a members-only lifestyle club with private performances and curated travel experiences to residents
Cultural and experiential programming: Residences are integrating private art galleries, wine tastings, and chef-led dining experiences
Personal wine cellars and tasting rooms curated by world-renowned sommeliers
Immersive dining experiences, including chef-led culinary journeys and on-demand mixology services

A 2023 report by Wealth-X found that high-net-worth buyers increasingly value curated experiences and access to exclusive communities over material possessions (Wealth-X, 2023).

Conclusion: The Future of Ultra-Luxury Living

Branded residences are no longer just about prestige; they are about curated lifestyles, personalised services, and innovative amenities. As amenities continue to be a key focus of UHNWI buyers, expect more and more bespoke services available in branded residences to come.