Dubai Leads Global Surge In 'Branded Residences' As Wellness Takes Centre Stage

Branded residences are no longer a side story in the luxury real estate market‭. ‬Once a niche offering‭, ‬they have become a core strategy for developers‭, ‬a loyalty play for global brands‭, ‬and a serious investment for buyers‭. ‬These properties are shaping how luxury homes are designed‭, ‬marketed‭, ‬and bought‭.‬

Knight Frank's Residence Report 2025–2026‭ ‬highlights just how far this shift has gone‭. ‬Based on more than 1,000‭ ‬live and pipeline branded residential schemes across‭ ‬83‭ ‬countries‭, ‬the report shows a market that is expanding‭, ‬but with far more discipline‭. ‬From London to Singapore‭, ‬Miami to Tokyo‭, ‬buyers are willing to pay a premium‭, ‬but only when it is justified through quality‭, ‬service‭, ‬design‭, ‬and brand trust‭. ‬Flashy‭ ‬extras are losing appeal‭, ‬while longevity‭, ‬wellness‭, ‬and everyday liveability are becoming the real markers of value‭. ‬Developments are now built around health-led living‭, ‬with longevity clinics‭, ‬community wellness‭, ‬and sensory-focused design‭, ‬as seen at London's Surrenne and Dubai's‭ ‬
SHA Emirates‭, ‬where wellness is central to daily life‭.‬

This global lens makes Dubai's performance all the more striking‭. ‬The Middle East sits at the heart of this evolution‭, ‬accounting for roughly 27‭ ‬per cent of‭ ‬the global branded residence pipeline‭, ‬despite representing a smaller share of completed projects‭, ‬according to the report‭. ‬Knight Frank documented that Dubai racked up‭ $‬8.2‭ ‬billion in‭ $‬10‭ ‬million-plus home sales into June 2025-the highest total anywhere in the world-underscoring that branded living in the city is about enduring luxury‭, ‬not short-term spectacle‭. ‬When it comes to the Gulf‭, ‬Dubai ticks nearly every box‭. ‬A warm climate‭, ‬global accessibility‭, ‬and a growing population of wealthy individuals have made it a natural magnet for luxury living‭.‬

But Dubai is far from the only city experimenting with branded living‭. ‬Across the globe‭, ‬developers and luxury brands are trying‭ ‬new approaches to attract wealthy buyers‭, ‬and these innovations are reshaping what high-end homes look like‭. ‬The Knight Frank Residence Report‭, ‬released at the end of 2025‭, ‬highlights emerging trends that are set to continue shaping the market‭.‬

Luxury brands beyond hotels are making their mark‭. ‬ Fashion labels‭, ‬restaurants‭, ‬and wellness brands are all partnering with developers to bring their signature style and ethos into high-end homes-showing that it's not just hotel brands shaping the market‭. ‬In Dubai‭, ‬this shows up in projects like Bulgari Residences at Jumeirah Bay‭, ‬with its distinct Italian design flair‭, ‬and the forthcoming Bentley-branded towers aimed at ultra-prime buyers‭.‬

Standalone branded residences are gaining ground‭.‬ ‭ ‬Unlike properties connected to hotels‭, ‬these homes give residents complete privacy and their own dedicated amenities‭, ‬while still delivering the service and prestige of a major brand‭. ‬At‭ ‬
Bulgari Residences‭, ‬private pools and resident-only lounges create a fully self-contained experience‭, ‬while Raffles Residences on The Palm lets buyers enjoy the hotel's name and service without sharing spaces with hotel guests‭. ‬

Wellness is no longer an add-on‭.‬ ‭ ‬It is at the heart of luxury living‭. ‬New developments feature advanced clinics‭, ‬gyms‭, ‬meditation spaces‭, ‬therapy rooms‭, ‬and biophilic design seamlessly woven into the architecture‭. ‬SHA Emirates leads the way‭, ‬embedding wellness routines and longevity programs into daily life‭, ‬while Emaar's Vida Residences highlight holistic living with curated fitness and spa experiences‭.‬

Developers are going bigger and broader‭.‬ ‭ ‬Beyond individual towers‭, ‬master-planned branded communities are emerging‭. ‬Dubai Hills Estate and Sobha Hartland‭, ‬for example‭, ‬combine multiple branded residences with shared amenities like golf courses‭, ‬private clubs‭, ‬and cultural hubs‭. ‬These neighbourhoods create immersive ecosystems‭, ‬giving residents not just a home but a connected‭, ‬lifestyle-oriented community‭.‬

Tyler Brûlé‭, ‬founder of Monocle‭, ‬a global media brand‭, ‬told the Knight Frank Residence Report 2025–2026‭, ‬“Why limit yourself to branding a block‭? ‬Infuse the area and create an organic community that more people can benefit from‭, ‬not just those who can afford your apartments‭.‬”‭ ‬

His insight highlights a growing trend in luxury real estate‭: ‬developers are being challenged to think beyond isolated high-end‭ ‬towers and consider how their projects can contribute to vibrant‭, ‬inclusive neighbourhoods‭.‬

Exceptional service remains the baseline‭. ‬ Globally recognised names matter‭, ‬but its consistent five-star service‭, ‬from concierge and valet to housekeeping and in-room dining‭, ‬that sets Dubai's branded residences apart‭. ‬With projects like Four Seasons Private Residences and Address Residences Sky View‭, ‬the promise of luxury is reinforced every day‭, ‬making Dubai a city where global trends and local execution come together seamlessly‭.‬

These global trends aren't happening in a vacuum‭. ‬In Dubai‭, ‬the city's regulatory frameworks‭, ‬tax incentives‭, ‬and infrastructure have allowed it to translate these shifts in branded living into real market performance‭. ‬Branded residences here aren't just following the global playbook‭; ‬they're setting new benchmarks for what luxury can look like in a city that combines lifestyle‭, ‬investment appeal‭, ‬and international‭ ‬accessibility‭.‬

Andrew Cummings‭, ‬Head of Residential Agency at Savills Middle East‭, ‬sees these dynamics in action‭. ‬As the UAE heads into 2026‭, ‬he notes that Dubai is not just keeping pace with global luxury trends‭, ‬it's outperforming many established hubs‭. ‬

Unlike mature hubs such as London‭, ‬New York‭, ‬or Singapore‭, ‬which face higher borrowing costs and regulatory pressure‭, ‬the UAE provides a supportive environment for wealthy buyers‭, ‬Cummings said‭. ‬Tax policies and reliable infrastructure make Dubai a practical choice for relocating wealth‭. ‬This alignment with global buyer expectations has helped the city establish itself as a leading‭ ‬market for branded residences and prime real estate‭, ‬valued for both lifestyle and long-term investment‭. ‬

Will McKintosh‭, ‬Regional Partner and Head of Residential‭, ‬MENA at Knight Frank agrees with Cummings'‭ ‬general outlook‭. ‬In the new year‭, ‬the UAE‭ ‬“is positioned well as an outperformer within the global luxury residential landscape‭,‬”‭ ‬McKintosh said‭.‬

Cummings disclosed that Savills largely agrees with Knight Frank's positive outlook on Dubai's prime market‭. ‬He notes that most buyers in Dubai are end users or long-term investors rather than people looking for a quick flip‭. ‬

Setting the Stage for 2026

“I think 2025‭ ‬broke every record you can measure-from the number of transactions to total sales volume‭, ‬price per square foot‭, ‬and the highest individual transactions‭,‬”‭ ‬Cummings said‭. ‬2026‭ ‬is coming off the back of that strong performance‭, ‬so the momentum is expected to carry forward‭.‬

“‭[‬The UAE‭] ‬remains a market that's being driven by very high demand‭, ‬which is fueled by inward migration to the country‭.‬”‭ ‬This inward migration is stemming from a mixture of things‭, ‬he explained‭, ‬but more than anything‭, ‬lifestyle has become a major‭ ‬factor‭. ‬“That includes safety and security‭, ‬access to world-class schools and hospitals‭, ‬and the overall quality of life‭. ‬From restaurants and entertainment to everything else the city offers‭, ‬it's the lifestyle that's really drawing people in‭.‬”

Data from the report shows that the Middle East holds a smaller slice of the global‭ $‬10‭ ‬million-plus wealth market‭, ‬with 46,199‭ ‬ultra-high-net-worth individuals in 2023‭, ‬rising to 50,813‭ ‬by 2028‭. ‬While the region's numbers are modest compared with hubs like North America and Asia‭, ‬the steady growth reflects a resilient base of wealthy individuals in Dubai and across the Middle East‭, ‬driving demand for luxury real estate‭.‬

“I think we'll see continued high demand‭. ‬I think supply will struggle to catch up with the number of predicted developer units for next year‭. ‬It's all about how much we'll actually hand over‭,‬”‭ ‬Cummings said‭.‬

In the meantime‭. ‬as luxury supplies spread into new frontiers‭, ‬McKintosh says investors will become more selective‭. ‬He predicts‭ ‬that many will prioritise prime and super-prime assets that offer real differentiation‭, ‬whether through brand credibility‭, ‬design quality or genuine community creation‭. ‬In practice‭, ‬that means more investors will focus on projects that feel‭ ‬“built to last‭, ‬not just to launch‭.‬”

“I think what we will see is a more measured amount of growth‭,‬”‭ ‬Cummings added‭. ‬In other words‭, ‬steady wins the race‭, ‬even in the city of superlatives‭.‬

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