(MENAFN- Khaleej Times)

Once a niche segment, branded residences in Dubai have evolved into a globally recognised asset class, now commanding a central role in the city's luxury real estate landscape. As of the first half of 2025, Dubai boasts 48,474 branded units across 144 developments, with 12 new projects adding over 5,500 units in just six months. The emirate leads the world in branded residential supply, outpacing traditional luxury hubs like Miami, London, and New York.

Despite a slight dip in transaction volume, the total value of branded residence sales surged by 37 per cent year-on-year, reflecting a shift toward ultra-prime properties and larger ticket size These homes command an average price premium of 40–60 per cent over non-branded units, with flagship developments like Bugatti Residences fetching up to 160 per cent more.

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This growth is driven by Dubai's appeal to high-net-worth individuals (HNWIs), its tax-free environment, and long-term residency incentives. More than 9,800 millionaires are expected to migrate to the UAE in 2025 alone, fueling demand for branded homes that blend five-star hospitality with residential comfort.

Against this backdrop, the launch of Hilton Residences Jumeirah Lakes Towers (JLT) by Emirates Developments and Hilton marks a new chapter in Dubai's branded living evolution. The 38-floor tower offers 396 units, including studios, apartments, and exclusive sky villas, all infused with Hilton's legendary service and lifestyle programming.

“Hilton has been at the forefront of global hospitality for over a century, and we are proud to bring that legacy into the heart of Dubai's thriving residential market,” said Johnathan Wingo, Global Head of Real Estate & Residential Programs at Hilton.“It combines our hallmark service with a vibrant community spirit, offering residents not only a home but a lifestyle experience on par with the world's finest destinations.”

Located in JLT's Cluster F, the development anchors residents at the crossroads of Dubai's cultural, financial, and leisure hubs. Its architecture, described as a“vertical sculpture of glass and light,” reflects the city's rhythm and elegance, while interiors draw inspiration from desert hues and evening calm.

“This project provides five-star branded residences for people who dream to live in hotels,” said Abduljbar Elnatour, Commercial Director at Emirates Developments.“They can feel the hotel lifestyle while living in their own homes. We make this dream real, and we bring it to the heart of Dubai city.”

The branded residence model is also evolving. According to Global Branded Residences (GBR), standalone branded residences-those not tethered to operating hotels-now account for one-third of completed projects in Dubai, with 80 per cent of the pipeline falling into this category[4]( This shift offers developers greater flexibility and buyers more privacy, while still delivering brand prestige and premium services.

Looking ahead, Hilton plans to expand its footprint across the UAE.“We have twelve brands active in the branded residence space, and I see Dubai as possibly the first city to host all of them,” Wingo said.

With strong investor appetite, rising premiums, and a robust pipeline of over 140 branded projects slated for delivery by 2031, Dubai's branded residences sector is not just growing-it's setting the global standard.

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