Brands push beyond hotels and into homes 

Developers are betting that guests don’t just want to stay with particular hotel brands, they want to make them their home. 

Branded residences are not a new concept, but one that continues to gain steam, specifically in luxury living. From Ritz-Carlton to Four Seasons, developers are building residences that are powered and managed by luxury brands where the selling point is easy: You never have to check out.  

Investors are drawn to these projects since they typically provide a higher yield and are normally more liquid than other residential-type assets.  

For consumers, the value proposition is high when you consider all the hotel services available at their disposal, from F&B to spa and more.  

As a recent Savills report noted, “The incredibly resilient sector continues to add new players and increase its buyer base among the increasing numbers of high-net-worth individuals globally.” 

Kempinski Residences Nef Reserve Gölköy Bodrum

According to Savills data, the luxury segment dominates branded residences, accounting for more than half globally.  

It further noted the resiliency of branded residences as an asset class, especially during tumultuous times. “The sector has not only survived the disturbance but continues to thrive. Over the past 10 years, the sector has grown by over 150% and the pipeline of future branded residences remains strong.” 

Look no further than Geneva-based Kempinski, which currently has a slew of branded residences, from Vienna to Bangkok, Dubai to Malta and is developing more.  

In fact, it also has several in Turkey and is now adding to that number. The luxury hotel group has signed two management agreements for new luxury residential and hospitality projects in Bodrum and Sapanca to be developed by Turkish real estate firm Nef. The projects “promise ultra-luxury living with a hybrid residential and hospitality offering that provides bespoke homeowners with all the services of a luxury resort.” 

“These prestigious new projects reflect the increasing appetite from owners and investors for branded residences managed by well-established operators in the luxury space,” said Bernold Schroeder, CEO of Kempinski Group. 

According to Nef Chairman Erden Timur, the developer’s strategy continues to be to tie up with local brands on a global scale. “At this point, we continue our investments in cooperation with prestigious local brands in America, London, Dubai, Kazakhstan and Germany,” he said. 

Earlier this year, Nef announced a joint venture to invest in Miami, Austin, New York and Los Angeles in affordable housing.  

Once complete, with a slated date of 2026, Kempinski Residences Nef Reserve Gölköy Bodrum will have 106 private villas ranging from two to six bedrooms with gardens, pools, verandas and indoor-outdoor living spaces that will afford views of Demirbükü Bay. 

One of the benefits of living in a branded residence, beyond the real estate value, is access to hotel facilities and amenities.  

The project is being designed by Turkish architect Boran Ekinci.   

Meanwhile, an initial investment of $130 million is being used to develop the Kempinski Residences Sapanca, which is scheduled to also open in 2026. Sapanca is approximately 85 miles southeast from Istanbul.  

The project will include 110 hotel rooms and suites as well as 50 villas and 138 townhouse apartments.  

“Sapanca is one of the regions closest to Istanbul with the highest premium potential. The combination of natural setting, proximity to Istanbul, Nef architectural approach and Kempinski services bestow the project with incredible value,” said Timur.    

These branded projects target the rich and the affluent, typically those looking to move money into real estate investments typically outside where they normally live.  

“These projects reflect the evolving lifestyles of high-net-worth investors and growing demand for homes that provide access to outdoor spaces and natural environments as well as personalized luxury lifestyle services,” said Schroeder. “Like our other recently announced Residences in Çeşme, Istanbul and Dubai, we are targeting a new breed of discerning owners for whom quality of life and family time is paramount.”