Why Branded Residences Are Reshaping Dubai’s Luxury Property Market

A branded residence in Dubai was once a relatively niche concept, typically associated with hotel-operated residences and a small pool of ultra-luxury buyers. Today, branded residences have become one of the most significant segments of Dubai's luxury property market.

Dubai now has the highest concentration of branded residences anywhere in the world. According to Knight Frank, around 39,000 branded homes have already been delivered in the city, with more than 8,200 additional branded units expected over the next four years. The Branded Residence market is seeing year on year growth as total branded residences transaction value rose from AED57.3bn ($15.47bn) in 2024 to AED79.1bn ($21.36bn) in 2025.

So what is driving this growth, and why are more buyers choosing a branded residence over a traditional luxury property?

What Is a Branded Residence?

A branded residence is a private home developed in partnership with an established brand, traditionally a luxury hospitality group but increasingly including fashion, automotive, design and wellness brands.

The proposition goes beyond putting a recognised name on a building. Depending on the development and brand, residents can benefit from distinctive design, hospitality-inspired service, professionally managed amenities and experiences shaped by the brand's philosophy.

The model has also evolved.

While many of the earliest branded residences were connected to hotels, standalone branded residences, without an attached hotel, are becoming increasingly prominent. This allows the brand's identity, design principles and approach to service or wellbeing to become the foundation of the residential experience itself.

Why Are Branded Residences Growing So Fast in Dubai?

Dubai Has Become a Global Hub for Branded Living

Dubai has developed into the world's leading market for branded residences, supported by its international buyer base, luxury hospitality sector and continued demand for premium residential property.

The scale of the market is significant. Knight Frank estimates that Dubai has more than 39,000 branded homes already delivered, with a further 8,200-plus units in development.

The city's appeal to high-net-worth individuals is another important factor. International buyers are increasingly looking for property in locations that combine lifestyle, connectivity, infrastructure and a high standard of service.

Branded residences bring these elements together within a clearly defined residential proposition.

Buyers Are Willing to Pay for More Than a Property

The growth of branded residences also reflects changing expectations around luxury.

Today's buyers are increasingly looking beyond the size of a residence or the prestige of an address. Service, amenities, design, wellness, privacy and the wider living experience can all influence a property's appeal.

This is reflected in the pricing of branded homes. According to CBRE's 2025 UAE Branded Residences Report, branded units in Dubai achieved an average premium of 64% compared with non-branded properties.

That premium demonstrates the value buyers place on the combination of brand, service, design and lifestyle, although the exact premium varies considerably between developments and locations.

Beyond the Logo: Service, Design and Experience

The strongest branded residences are not defined by the name above the entrance.

Their value comes from how the brand influences the experience of living there.

This can include:

• Consistent service standards
• Distinctive architecture and interiors
• Carefully considered amenities
• Professional property management
• Wellness and fitness facilities
• Access to hospitality or lifestyle experiences
• A strong sense of identity and community

For buyers, the attraction is often the reassurance that the brand represents a particular standard and philosophy.

For developers, the challenge is ensuring that philosophy translates into the design, operation and long-term experience of the development.

Why Wellness Brands Are Leading the Next Wave

The evolution of branded living is increasingly moving towards wellness.

Where early branded residences were often centred around hospitality and service, today’s buyers are placing greater value on health, wellbeing and how their home supports their everyday lifestyle.

Wellness-led residences can incorporate everything from fitness and recovery facilities to sleep-focused design, mindfulness spaces, healthy dining and programming designed around longevity.

This represents a broader shift in luxury real estate.

The question is no longer simply:

What does the residence look like?

It is increasingly:

How does the residence make you feel, and how does it support the way you want to live?

Six Senses is among the brands helping to shape this evolution, with wellness and longevity at the heart of its residential philosophy.

In Dubai, that story is closely connected to Select Group.

Select Group and Six Senses: Redefining Branded Living in Dubai

Select Group's partnership with Six Senses has resulted in two distinctive branded residential developments, each representing an important milestone for the brand and the evolution of branded living in Dubai.

Six Senses Residences The Palm, Dubai: A UAE First

Located on the West Crescent of Palm Jumeirah, Six Senses Residences The Palm, Dubai was the first Six Senses branded residential development in the UAE.

The development comprises 162 residences across penthouses, Sky Villas and beachfront villas, alongside a 60-key Six Senses hotel.

At the heart of the development is Six Senses Place, a 60,000 sq. ft. wellness and lifestyle facility designed around fitness, wellbeing, dining and community.

The development demonstrates how branded living can extend beyond the residence itself, creating an environment where wellness, hospitality and community form an integral part of everyday life.

Six Senses Residences Dubai Marina: A World First

The partnership between Select Group and Six Senses continues with Six Senses Residences Dubai Marina, taking the concept of wellness-led branded living into a new vertical environment.

Rising 122 storeys above Dubai Marina, the development is set to become the world's tallest residential tower upon completion. Six Senses describes it as its first standalone residential development, with no attached hotel.

The development comprises 250 branded residences and integrates wellness throughout the building, rather than treating it as a collection of standalone amenities. Four dedicated wellness levels span 61,250 sq. ft., with spaces centred around connectivity, balance, longevity and the wider Six Senses approach to healthy living.

It represents a different interpretation of branded living: one where wellness is considered from the beginning of the design process and integrated into the way residents experience their home.

Explore Six Senses Residences Dubai Marina

Why Are Buyers Drawn to Branded Residences?

For many buyers, the appeal of a branded residence comes down to a combination of factors rather than one defining feature.

Brand Recognition

A globally recognised brand can provide familiarity and a clear sense of what the residential experience is intended to represent.

Service and Management

Professional management and established service standards can make everyday living more seamless, particularly for international buyers or owners who use their property as a second home.

Wellness and Amenities

Branded residences increasingly offer amenities designed around the wider lifestyle of their residents, from fitness and recovery to wellness and social spaces.

Design and Identity

A strong brand can give a residence a distinctive identity, creating a level of design consistency that extends from architecture through to interiors and amenities.

Location

The brand is only one part of the proposition. Prime locations remain fundamental to residential demand, particularly in a market such as Dubai where waterfront and established urban destinations continue to attract buyers.

Branded Residences as an Investment

The growing popularity of branded residences has naturally attracted investors as well as owner-occupiers.

The combination of a recognised brand, prime location, quality development and professional management can create a differentiated residential product.

However, branded does not automatically mean better investment performance.

As with any Dubai property purchase, investors should assess the fundamentals of the individual development, including:

• Developer track record
• Purchase price
• Payment plan
• Service charges
• Rental demand
• Property quality
• Brand and operator
• Resale potential
• The wider community and masterplan

Market data can provide useful context, but the performance of an individual property will ultimately depend on its specific characteristics and market conditions.

For buyers considering an off-plan branded residence, understanding the Sales and Purchase Agreement, payment schedule and applicable escrow arrangements should also form part of the due diligence process.

Why Dubai Is Well Positioned for the Future of Branded Living

Dubai's combination of luxury hospitality, international demand, prime waterfront destinations and a highly developed residential market gives branded residences a strong foundation.

But the market is also becoming more sophisticated.

As more brands enter Dubai, simply attaching a recognised name to a property is unlikely to be enough. Buyers will increasingly look at what the brand actually contributes to the residential experience.

The future of branded living will therefore be less about the logo and more about the experience behind it.

That means better design, more meaningful amenities, genuine service, wellness, community and a stronger connection between the brand and the way residents live.

The Select Group Approach to Branded Living

For Select Group, branded residences are not simply about putting a recognised name on a development.

The right partnership should bring a genuine philosophy into the way people live.

Our work with Six Senses demonstrates this approach, from the wellness-led environment of Six Senses Residences The Palm to the integrated approach to health, longevity and community at Six Senses Residences Dubai Marina.

It forms part of a broader Select Group philosophy: creating residential communities that go beyond the individual home to consider how people want to live, connect and experience their surroundings.

The Future of Branded Residences in Dubai

The continued growth of branded residences reflects a broader evolution in Dubai's property market.

Luxury is increasingly being defined not simply by size, materials or address, but by the quality of the experience that surrounds the home.

As the sector continues to mature, the strongest branded residences will be those where the brand brings something meaningful to the development, whether that is hospitality, wellness, design, service or community.

For Dubai, this represents another stage in the evolution of luxury residential living.

And for buyers, it creates more choice than ever before.

Frequently Asked Questions

What is a branded residence?

A branded residence is a private home developed in partnership with a recognised hospitality, lifestyle, fashion, automotive or wellness brand. Depending on the development, residents may benefit from brand-led design, services, amenities and experiences.

Why are branded residences popular in Dubai?

Dubai has become a global hub for branded residences due to its international buyer base, luxury hospitality sector, prime residential locations and strong demand for premium lifestyle experiences.

Are branded residences a good investment in Dubai?

Branded residences can offer a differentiated property proposition, but investment performance varies between developments. Buyers should consider location, developer, brand, pricing, service charges, rental demand and resale potential before making a decision.

What is the difference between a branded residence and a luxury residence?

A traditional luxury residence is primarily defined by its location, design, quality and amenities. A branded residence adds an established brand and its associated philosophy, services or lifestyle experience to the residential proposition.

What are the benefits of buying a branded residence?

Potential benefits include recognised design and service standards, professional management, extensive amenities, wellness facilities and a distinctive residential experience. The exact offering varies between brands and developments.

What is the difference between Six Senses Residences The Palm and Six Senses Residences Dubai Marina?

Six Senses Residences The Palm, Dubai was the first Six Senses branded residence in the UAE and forms part of a wider development alongside a Six Senses hotel. Six Senses Residences Dubai Marina is a standalone residential development without an attached hotel and is set to become the world's tallest residential tower upon completion.

When will Six Senses Residences Dubai Marina be completed?

Six Senses Residences Dubai Marina is scheduled for completion in 2029.