With its position among the global top 10 in terms of project numbers, combined with an attractive brand premium, investment in this segment is becoming a long-term strategy for many developers seeking to anticipate shifts in the buyer profile.

According to the Savills Branded Residences 2025–2026 report, branded real estate continues to maintain its position as one of the fastest-growing segments on the global luxury property map. As of 2025, the global average brand premium stands at 33%. This figure confirms that buyers are willing to pay significantly higher prices for projects backed by prestigious brands and international operational standards. Notably, the brand premium in urban markets has reached around 30%, compared with 39% in traditional resort markets.

In the Asia-Pacific region, Savills assesses branded residences as a segment that directly benefits from the rapid growth of high-net-worth individuals. Amid global economic uncertainties, such properties are increasingly viewed as safe-haven assets.

For emerging markets, branding is not only a tool to enhance product value but also a “seal of assurance” for construction quality, operational services, and long-term value.

From resort destination to urbanisation strategy

In Viet Nam, branded real estate is no longer a new concept. However, according to Savills Hotels, the current period marks an important transition as the segment expands its presence in major cities such as Ho Chi Minh City and Ha Noi through luxury branded projects, where there is demand for primary residences, long-term investment, and brand value converge.

Notably, Viet Nam has entered the top 10 countries globally in terms of the number of branded real estate projects, alongside long-established markets such as the US and the UAE. This demonstrates that Viet Nam is no longer a “follower” market but has become a strategic destination for international hotel brands and operators.

Commenting on this trend, Uyen Nguyen, Associate Director of Hotel Advisory for Southeast Asia at Savills Hotels, said: “The key factor driving the growth of the branded residence model in emerging markets such as Viet Nam lies not only in pricing, but also in trust. It is trust in the brand’s ability to guarantee project quality as well as its commitment to operational standards.”

Data from Savills also indicate that this model helps broaden the customer base, attracting not only investors seeking rental income or long-term capital appreciation, but also lifestyle-driven buyers who are willing to pay higher prices for elevated living standards, curated residential communities, and consistent management services.

Buyer profiles and challenges for developers

Compared with five to ten years ago, the profile of buyers in Viet Nam has become more diversified. In the early stages, the market mainly served foreign buyers seeking resort properties or investors looking for assets capable of generating strong rental yields. Over the past four to five years, the number of domestic buyers purchasing homes for personal use has increased significantly, particularly in major cities, with higher expectations for living standards.

This shift requires developers to approach the segment as a long-term product development strategy rather than simply as a tool to increase selling prices. According to Savills Hotels, selecting the right brand, positioning products appropriately for each target customer group and ensuring strong operational capabilities after sales will determine a project’s sustainability amid increasingly diverse supply and intensifying competition.

Today, the branded real estate segment is no longer limited to luxury developments in central areas of Ho Chi Minh City and Ha Noi but has begun expanding into other locations with lower-tier positioning.

In the coming period, the market may see the launch of various new types of luxury branded property products, helping diversify offerings and provide buyers with more options. However, this remains a complex model, and branding alone cannot guarantee a project’s success. Developers need to carefully plan, assess market conditions and identify potential customer groups before deciding whether to pursue this development model, Uyen Nguyen recommended.