Despite a nationwide property slowdown and global uncertainty, Phuket is emerging as one of the world’s most exciting destinations for luxury branded residences. From high-profile hotel partnerships to design-led living experiences, these developments are reshaping how international buyers view Phuket’s real estate landscape.

But what exactly are branded residences—and why are they becoming the new benchmark for luxury property in Thailand? In this article, we explore the branded residence concept and the key drivers behind their rapid rise in Phuket.

What Are Branded Residences

Branded residences are high-end properties that are developed and managed by well-known real estate developers in partnership with renowned hotel chains and other prestigious brands. Their appeal lies in the promise of an unparalleled level of service, exceptional amenities, and exclusivity, giving residents a sense of prestige and belonging to an elite community.

Today’s affluent buyers are looking for more than design; they want an exclusive lifestyle experience and a living space that reflects their identity. Branded residences combine beautifully designed spaces with concierge-level services, exclusive amenities, and the comfort of hotel-style living in a private residence.

How Branded Residences Are Transforming Phuket’s Real Estate Market

Branded residences are reshaping Phuket’s property market by raising the bar for design, service, and investment appeal. These developments attract global buyers seeking prestige, lifestyle convenience, and professionally managed homes—often with strong rental returns.

As a result, Phuket is evolving from a second-home destination into a serious luxury real estate hub, competing with markets like Bali and Dubai. Branded residences are no longer a trend—they’re setting the new standard.

Why Phuket Is a Global Hotspot for Branded Residences

Phuket's branded residences market is booming, positioning the island as a global leader in this sector. The luxury real estate market in Phuket is poised for continued growth in the coming years. Leading developers are racing to cater to the demand for ultra-luxury living experiences as the island’s wealthy class expands.

These high-end projects, often associated with major hotel brands, have generated significant interest from affluent individuals, executives and business professionals, and investors, with units often selling out well in advance of completion.

What’s Fueling the Surge in Luxury Branded Residences

All roads leading to Phuket for the luxury real estate market these days are driven by the purchasing power of international buyers who have been pouring into Thailand in the wake of global travel’s resurgence.

According to a recent report by C9 Hotelworks, the total branded residences market in Asia has reached a value of USD 30.7 billion. Thailand holds 18% of the market share, leading the region, with Phuket highlighted as a prominent resort market.

This skyrocketing demand for luxury branded residences is fueled by a combination of factors, including; 

• Lifestyle Appeal
  
  Phuket's lifestyle appeal lies in its blend of natural beauty, vibrant culture, and modern amenities, including international schools, healthcare, and shopping, making it attractive to a diverse range of individuals, including second-home buyers, expats, retirees, digital nomads, and families. 
  
  The island also offers a relaxed pace of life with a relatively low cost of living compared to many Western cities, making it an appealing destination for those seeking a change of pace.
   
• Strong Tourism
  
  The Tourism Authority of Thailand (TAT) Phuket Office has reported a robust start to 2025, with tourism revenue reaching 149 billion baht in the first quarter. A total of 3.89 million visitors, both domestic and international, travelled to Phuket between January and March.
  
  Phuket's tourism industry is thriving due to a combination of factors, including its established reputation as a popular tourist destination, strategic geographic location, and sustained infrastructure improvements. 
  
  The island's ability to attract both leisure and investment-focused travelers has also contributed to its success. This creates a strong demand for rental properties and contributes to the appeal of branded residences as both lifestyle choices and investment opportunities. 
   
• Exceptional Price Growth and Rental Yields
  
  These residences offer a combination of luxury living and potential investment returns, often outperforming standard condominiums in terms of capital appreciation and rental yields, attracting buyers seeking both a high-quality lifestyle and a secure investment.
  
  Phuket's luxury real estate market is experiencing significant price appreciation, with some areas seeing annual increases of 10-15%. Branded residences are achieving rental yields of 7-10%, making them attractive for both capital growth and rental income. 
   
• Investor-Friendly Policies
  
  Thailand offers favorable visa options and ownership policies for foreigners, making it easier for international buyers to invest in Phuket real estate. 
  
  The Thai government's focus on infrastructure development, including the expansion of Phuket International Airport, the development of a light rail system, and the Kathu-Patong and Muang Mai-Koh Kaew-Kathu expressways, enhances connectivity and attractiveness for investors.
   
• Competitive Pricing
  
  Compared to other global luxury destinations, Phuket's luxury branded residences offer competitive pricing and exceptional value, attracting significant investment and buyers seeking luxury properties at a more accessible price point. 
  
  Phuket also offers high potential for rental yields compared to other luxury markets around the world, with the added benefit of no annual property taxes. 
   
• Growing Interest from Major Developers
  
  Major developers, both local and international, are investing in Phuket, further fueling the growth of the luxury real estate market and the development of branded residences.
  
  These leading developers are increasingly blending hospitality and real estate components to achieve premium sale prices through branding.
  
  This is particularly evident in desirable areas on the island like Bangtao, Cherng Talay, and Kamala, where new high-end projects are being launched and quickly snapped up by both local and international buyers.
   
• Shifting Buyer Demographics and Preferences
  
  The average age of buyers is trending younger, with professionals, entrepreneurs, and early retirees seeking flexible living and hybrid work options, further contributing to the demand for larger, multigenerational homes and properties with rental potential.
  
  The demand for luxury branded residences reflects a shift in buyer preferences towards exclusive amenities, personalized service, and the prestige associated with established luxury brands.
   
• Focus on Premium Amenities and Services
  
  Branded residences often come with a range of premium amenities and services, including concierge services, property management, and access to exclusive facilities, which appeal to buyers seeking a hassle-free and luxurious lifestyle.

Top Luxury Branded Residences in Phuket (2025 Edition)
 

• Banyan Tree Residences: These residences are part of the Laguna Phuket integrated resort and offer a mix of spacious villas and upscale condos.
   
• The Standard Residences: Located in the prime Bangtao area, these residences are developed by The Standard and Central Group.
   
• Twinpalms Residences MontAzure: Situated on Kamala Beach, these residences offer a Scandinavian-inspired design with thoughtful touches and a focus on functionality.
   
• MGallery Residences MontAzure Lakeside: A low-density development within the MontAzure master development, offering a picturesque hillside location with elegant water features.
   
• Cassia Residences by Banyan Tree: This brand targets savvy investors with cleverly configured spaces and personalized services.
   
• Laguna Bayside: This luxury development offers a collection of contemporary condominiums and penthouses with stunning views.
   
• Sri Panwa Lagoon: This project features a mix of residential villas, commercial space, and future hotel development, all designed with the essence of Sri Panwa.
   
• Etro Residences Phuket: Fashion-branded beachfront villas by Etro, Amal Development, and The One Atelier, located within the Gardens of Eden luxury beachfront complex.

Why Branded Residences in Phuket Are a Smart Move Now

Whether you’re a discerning lifestyle buyer or an investor seeking yield with prestige, branded residences in Phuket represent a convergence of opportunity and aspiration. As the market matures, those who act early are poised to benefit the most.

Interested in owning a luxury branded residence in Phuket? Contact us today to speak with a property advisor.