Branded residences, one of the fastest growing sectors in the hospitality industry, will take centre stage at FHS World (30 September – 2 October) with a dedicated full-day conference led by one of the industry’s leading innovators Accor One Bedroom.
The Branded Residences Forum will make its debut at FHS World on October 2, with workshops and sessions exploring the rapid growth of the sector in the Middle East and around the world. The event will explore key topics related to the development and operation of branded residences, including value creation opportunities, the growing choice of brands available to developers, the emerging trend of independent branded communities, and the entry of non-traditional players such as luxury automotive and fashion brands into the industry. Sustainability strategies, legal structures, design and sales and marketing case studies are also high on the agenda, while industry-related topics will also be explored, including the co-working concept, the evolution of co-living and the rapid growth of private clubs as workplaces.
according to Savills Residential Development ConsultantsThe global branded residential sector has grown by 160% over the past decade. By the end of 2023, there will be approximately 1,300 projects worldwide, of which 82% will be hotel-branded residences.
Savills data also shows that the Middle East is rapidly emerging as a global hub for the industry, with 200 branded developments across 80 brands totaling 45,000 homes. With a staggering 500% growth in branded residences in Dubai over the past decade – from 10 in 2014 to 50 in 2023, with a further 50 in the pipeline – Dubai is the most active market in the world, now rivalling Miami, New York and London as a global leader in branded residential development. Saudi Arabia is also seeing significant growth, with the number of its branded developments set to surge 65% between 2022 and 2023.
Research Global Branded Residences (GBR)In the United States, where branded housing first emerged, branded housing projects account for 36% of existing projects, but only 18% of projects under construction, according to leading industry consultancies, highlighting the extent of global growth.
Currently, the Middle East and Africa account for 19% of the global branded residences network of existing and under construction projects; Europe accounts for 16%; Asia Pacific accounts for 22%; and the Americas account for 43%. According to GBR data, the main locations for global branded residences are Dubai, Miami, New York, London, Phuket, Sao Paulo, Los Cabos, Istanbul, Bangkok and Cairo.
Jonathan Worsley, Chair of The Bench and FHS Organizer, said: “We are delighted to add this new and exclusive conference to FHS World. As one of the many new highlights and additions to the 2024 event, Branded Housing Forum “The event will bring together a group of industry leaders and innovators to delve into the sector’s growth, evolution and seemingly endless investment opportunities. We are honored to be working with Accor One Living, a global leader in this space, to discuss the importance of branded residences to our industry today and how it will be a key driver of the future success of the hospitality industry locally, regionally and globally.”
Launched in 2023, Accor One Living brings together 25 years of branded residential expertise and is the industry's first 360-degree platform focused on the development, design and operation of mixed-use projects and branded owner communities. With projects in 34 countries around the world, it currently operates nearly 50 branded residential communities, serving more than 7,000 owners, with more than 110 new projects under development.
Jeff Tisdall, Chief Commercial Officer and Global Head of Mixed Use, Accor One Living“Accor One Living is proud to be a leader in branded residences at FHS World. The success of branded residences requires multidisciplinary expertise,” said. Branded Housing Forum by Accor One Living is a groundbreaking event that will bring together key players and decision-makers from across the industry, including residential developers with successful delivered projects, specialist lawyers, branding and communications firms, architects and leading interior designers.
“The history of branded living dates back more than two decades, with brands such as Fairmont and Raffles helping to pioneer the category, and today, Accor One Living is a key differentiator driving our growth. With demand for innovative branded residential solutions so strong, we believe we have only begun to tap into the potential to help our partners develop and operate branded residences and hotels as the anchor of mixed-use developments.
“Accor is proud to own and operate four of the seven global hotel brands with a history dating back more than 100 years: Orient Express, Raffles, Fairmont and Pullman. These time-tested, world-renowned brands continue to provide opportunities for us to expand our residential business in markets around the world. From a homebuyer's perspective, these brands have tremendous appeal, prestige and instill confidence. At the same time, our exciting lifestyle brands under the Ennismore Group allow us to reach new psychographics and demographics that may not have considered branded residences before. These challenger and innovator brands are appealing to a new generation of homeowners, providing us with the opportunity to bring forward a variety of compelling brand solutions that resonate with today's diverse homebuyer population. As our Group's branded residences portfolio continues to grow, there are also exciting opportunities for other Accor brands such as Sofitel, MGallery and Emblems.”
Rico Picenoni, Head of Global Residential Advisory, Savills explain: “FHS World is the premier gathering for hotel investors, so it was a natural step to host this exclusive event for those developing, operating or exploring branded residences. Branded Housing Forum This is a great opportunity for investors to delve deeper into issues and trends in leasing programs, legal structures, sales and marketing, and design.”
Riyan Itani, Founder, Global Branded Residencescommented: “The Branded Residences Forum hosted by Accor One Living is an important opportunity for industry players to gather and discuss this expanding sector. Interest is now truly global and independent brand development activity is accelerating, creating even more opportunities. At the same time, exciting new brands and partnerships are emerging. In short, there is a lot for investors to consider and share when it comes to branded residences.”
Branded Residences – Facts and Figures:
Source: Savills:
- The branded residential sector has grown by more than 160% over the past decade, evolving from pure hotel brands to a range of non-hotel brands today (primarily fashion, design and automotive)
- By the end of 2023, there will be approximately 1,300 branded residences projects worldwide, of which approximately 1,050 (82%) will be hotel-branded residences. In addition, there are more than 200 brands actively pursuing branded residence licenses.
- The top three hotel operators in the branded residences space – AccorHotels, Four Seasons and Marriott – together own 43% of all hotel branded residences worldwide. The average price premium for branded residences worldwide is 30%, with approximately 24% in mature global cities, 52% in emerging cities and 32% in resorts.
Over the past decade, Dubai has become the global capital of branded residences, with the number of branded residences in Dubai expected to grow from 10 in 2014 to more than 130 by 2030, an increase of more than 1,200%. Source: Global Branded Residences
- The United States was the first place where branded residences emerged, with existing projects accounting for 36%, but only 18% of branded residences are under construction, which shows the extent of global growth.
- The Middle East and Africa region accounts for 19% of the global branded residential network and projects under construction. Europe accounts for 16%; Asia Pacific accounts for 22%; and the Americas accounts for 43%.
- Top branded residences worldwide include Dubai, Miami, New York, London, Phuket, Sao Paulo, Los Cabos, Istanbul, Bangkok and Cairo
- Independent branded residential projects have grown rapidly in recent years and now account for more than 15% of all branded residences worldwide and 30% to 40% of the annual signings of the most active hotel operators in the industry.
Registration for the Branded Housing Forum is now open. Click here Purchase a pass.
For complete details and to register for FHS World, visit https://www.futurehospitality.com/ae
Posts Branded Residences Forum launched in conjunction with the Future of Hospitality 2024 Summit to address the rapidly growing industry First appeared in Hotels and Restaurants.
