The participation of international hotel brands, coupled with changing demand among high-net-worth buyers, is helping expand both the scale and visibility of this segment in the market.

While buyers previously focused primarily on location and potential capital appreciation, factors such as amenities, operator brands, living experience and service standards are now playing an increasingly important role in purchasing decisions.

This shift reflects the growing maturity of Viet Nam’s real estate market, while positioning the country as one of the destinations attracting international investor interest in the new development cycle of luxury real estate in the Asia-Pacific region.

Development trends in branded real estate

According to research by Savills Hotels, Viet Nam has recently seen the emergence of a growing number of projects branded and operated by international hotel groups such as Marriott International, IHG and Hyatt. The market is witnessing a clear shift of this property model from traditional coastal tourism destinations towards major cities such as Ho Chi Minh City, Ha Noi and Da Nang.

This trend is also consistent with developments in many international markets, where branded real estate continues to be regarded as a segment attracting considerable interest from both property developers and high-net-worth buyers.

Mauro Gasparotti, Senior Director of Savills Hotels Southeast Asia and founder of WeHub, said: “The global luxury real estate market is expanding rapidly. More than 220 new projects are currently under development worldwide, while Viet Nam is expected to see nearly 40 additional projects in the planning and development pipeline.”

Commenting further on the development of this trend in Viet Nam, Uyen Nguyen, Deputy Director of Savills Hotels, noted that demand for luxury real estate is being reshaped by the growing number of globally mobile buyers and the rise of multigenerational households. This is prompting developers to create products capable of meeting the needs of diverse resident groups within the same project, ranging from young people and families with children to older residents and long-stay guests.

According to Uyen Nguyen, services and amenities are also becoming central to product development strategies, supporting needs related to wellness, work, family life, security and community connectivity. Buyers in the high-end and luxury segments are also increasingly favouring larger residences, more flexible layouts and solutions suited to the living requirements of multiple generations within the same family.

Significant room for growth in Viet Nam

Compared with more developed markets such as Thailand, the supply of branded real estate in Viet Nam remains relatively limited. However, a number of positive market signals are creating favourable conditions for the segment to expand in the coming years.

According to experts, Viet Nam possesses several advantages that could support the development of this segment, including the growing population of wealthy and ultra-high-net-worth individuals, the strong recovery of international tourism, and continued improvements in transport infrastructure.

Looking ahead, the market is expected to see more projects developed in partnership with international brands, particularly in major urban centres and tourism destinations that have established a presence on the global map. Meanwhile, selling prices at some projects in this segment are increasingly reflecting brand value, operating standards and accompanying services. Compared with several regional destinations, Viet Nam’s market is still at an early stage, with the pricing structure for this segment continuing to take shape.

Experts note that in some markets, the comprehensive integration of various elements into design, operations and the resident experience has been shown to generate higher added value than comparable projects. This trend suggests that the next generation of luxury real estate will no longer focus on any single factor, but instead pursue a holistic combination of amenities, design, operational services, wellness features and the prestige of global brands to meet the increasingly sophisticated expectations of target customers.

Beyond international hotel brands, luxury names in fashion, automobiles and interior design are also helping shape the future of branded real estate. One notable trend in international markets is the growing involvement of luxury lifestyle brands in the high-end property sector.

While branded real estate was traditionally associated primarily with international hotel brands, in recent years a growing number of fashion, luxury automobile and interior design brands have expanded into the property sector by designing or licensing their names to high-end residential projects. These include Versace Home, Bentley Home, Bugatti Home, Dolce & Gabbana Casa, Trussardi Casa, Fendi Casa and Ralph Lauren Home.

Depending on the partnership model, these brands may contribute far beyond licensing the use of their names. They can also play a role in shaping design concepts, selecting materials, setting finishing standards and curating the resident experience, thereby creating a distinctive identity and value proposition for each project.