Asia Branded Residences Market Review 2026 Highlights Record Growth and Strategic Shifts

C9 Hotelworks has released its 2026 Asia Branded Residences Market Review, offering an independent assessment of the region’s hospitality-led real estate landscape across fourteen countries, including Thailand, Vietnam, South Korea, and Singapore. The report outlines key trends in supply dynamics, market valuation, operational models, and development pipelines.

According to the findings, Asia’s branded residences pipeline currently holds a total value of USD40 billion, encompassing 50,025 units available for sale. This represents a notable 30.3 percent year-on-year increase in market value. The broader inventory spans 64,581 units across 268 developments, with 14,556 units still unlaunched and 18,545 units scheduled for completion between 2026 and 2028.

Vietnam, Thailand, and South Korea are identified as the leading markets by value. Vietnam’s valuation approaches USD8 billion, contributing to a 2026 delivery peak of 7,818 units across 39 projects that signal a market recovery. Luxury properties command 56 percent of the total market value, with Thailand hosting 30 luxury developments, followed by Vietnam with 18 and South Korea with 13. Collectively, these three nations account for half of the region’s total market valuation.

Condominiums continue to dominate the asset class at 94 percent of supply, while resort-based locations make up 55 percent of the pipeline. The standalone development model is gaining traction, now representing 17 percent of supply and accounting for an approximate increase of 3,300 units. Within this segment, Phuket comprises 678 units across eight projects, reflecting a local preference for lower-density boutique resort configurations. Non-hospitality brands are also accelerating expansion, representing 19 percent of the segment and led by design (59 percent) and fashion (40 percent) labels.

Operational approaches are undergoing a notable transformation. Rental management programs have shifted from mandatory yield requirements to optional participation, allowing developers to prioritize long-term capital preservation and asset value over projected returns. Revenue distribution now operates through either rental pooling or individual allocation models. In Thailand, this transition grants owners greater lifestyle flexibility while introducing more complex operational frameworks for property managers.

For buyers considering Phuket, this means the local market is actively aligned with broader regional shifts toward standalone resort developments and flexible ownership structures. The confirmed presence of 678 units across eight projects in a lower-density format, combined with an optional rental management landscape, offers a more adaptable investment environment focused on long-term asset value rather than forced yields.

Source: C9 Hotelworks, Asia Branded Residences Market Review 2026

Source: C9 Hotelworks