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Market watchers see value in branded residences in Singapore despite slow take-off

The rising number of high-net-worth individuals and their desire for elevated lifestyles bode well for the segment

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Samuel Oh

Samuel Oh

Published Wed, Dec 18, 2024 · 06:12 PM — Updated Wed, Dec 18, 2024 · 06:47 PM
    • Branded residences such as The Residences at W Sentosa Cove (above) are managed with support from the brand via audits and annual reviews.
    • Branded residences such as The Residences at W Sentosa Cove (above) are managed with support from the brand via audits and annual reviews. PHOTO: BT FILE

    AT THE luxury end of the private housing market, does providing hotel-like amenities and concierge services tied to a brand provide an edge?

    Such high-end residential properties are known as “branded residences”, and are generally considered among the “creme de la creme” property types in Singapore.

    What is a branded residence?

    Cho Kai Siang, JLL Hotels and Hospitality’s senior vice-president for advisory and asset management for the Asia-Pacific, said that these properties are developed and operated in partnership with a premium brand, typically from the hospitality, fashion or car sectors.

    Residential propertyluxury homes

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