Branded Residences in Asia climbs to a historic high of USD30.7 billion, with Thailand leading by market share, according to C9 Hotelworks new report. Of note, Vietnam is forecasted to lead Asia with one in four branded residence units, recorded as the region’s largest pipeline in data from the newly released Asia Hotel Branded Residences Market Review 2025.
The active pipeline of branded residences in Asia available for sale is valued at USD30.7 billion, comprising 38,893 units across 178 projects. Thailand holds 18% of the market share, leading the region, followed by the Philippines with 12% and South Korea at 11%. There are an additional 28,460 units across 105 projects of future supply that have yet to be released for sale, with Vietnam accounting for 41% of this total.
Over the past five years (2021-2025), the market has expanded at a compound annual growth rate of 10%. The majority of the active pipeline comprises co-located branded residences with a hotel, accounting for 57% of the supply. However, mixed-use developments and standalone branded residences are gaining traction, representing 24% and 19%, respectively. Geographically, the active pipeline is concentrated in urban destinations, which account for 53% of the market, with key cities including Bangkok, Kuala Lumpur, and Manila. Resort destinations such as Phuket, Pattaya, and Da Nang comprise the remaining 47%.
To download and read C9 Hotelworks Asia Branded Residences Market Review 2025 CLICK
Samui’s THB30.3 billion residential market is in transition as new condominiums emerge tops the latest C9 Hotelworks market report. As the property market expands, the supply of independent villa rentals recorded a 34% year-on-year increase as of January 2025.
Historically defined by small-scale luxury villa developments such as The Estates Samui and Samujana, Samui’s property market has gradually evolved as its appeal has broadened in recent years, supported by rising international arrivals and increased global exposure. This has led to the emergence of new types of residential development, with two large-scale condominium projects, Anava Samui (564 units) and Wing Samui (533 units), under development. These projects reflect an expansion of supply into larger-scale developments and a more diversified residential supply on the island.
Today, the primary market, composed of developer-owned units available for sale, comprises 2,882 units across 117 projects, representing a total market value of THB30.3 billion. The majority of the supply is located in Bo Phut, a central submarket encompassing key areas such as Chaweng Beach and the vicinity of Samui Airport, accounting for 2,030 units across 66 projects, or 70% of the supply by number of units. Other key submarkets include Maret (15%), Mae Nam (9%), and Ang Thong (3%).
Samui’s property market comprises a large proportion of secondary residences and investment properties, with the independent villa rental market recording a 34% increase in supply year-on-year as of January 2025. The increase in available inventory has heightened price competition, placing downward pressure on average nightly rental rates, which declined to THB13,012 in Q1 2025, an 11% decrease compared to the same period in 2024. Despite lower rates, occupancy rose by 5.7 percentage points to 71.5% over the same period.
A forward-looking view of Samui’s property market highlights an ongoing shift, with supply expanding through more high-density resort-style condominiums and growth extending outward from Bo Phut to neighboring submarkets such as Maret and Mae Nam. As the property market continues to grow, the impact of rising supply and increasingly diverse offerings on the short-term rental market will become more significant.
To download and read C9 Hotelworks Samui Property Market Review 2025 CLICK
Join us for the inaugural Branded Residences Forum Asia 2025, the first and largest event in Asia Pacific dedicated exclusively to the branded residences sector. Organized by Bench Events and C9 Hotelworks, this landmark forum will bring together top developers, hotel brands, investors, and industry leaders shaping the future of branded real estate.
Taking place on 25 June 2025 at The Athenee Hotel in Bangkok, this one-day event offers a dynamic program featuring keynote presentations, panel discussions, and curated networking opportunities.
The forum will address pressing topics such as:
-
The rapid growth of branded residences in Asia, with the market reaching a value of $26.6 billion and over 68,000 units under development
-
Insights from leaders of top hospitality brands, including Accor, IHG, Four Seasons, Marriott, Minor Hotels Group, and Rosewood, discussing their residential strategies.
-
Exploration of emerging markets like Japan and India as the next major destinations for branded residential projects. Analysis of financial and legal frameworks behind branded residences, including structuring agreements and optimizing sales and marketing strategies.
-
Whether you’re an established player or new to this fast-growing sector, the Branded Residences Forum 2025 is your essential gateway to Asia Pacific’s next wave of real estate innovation.
Join us for a dynamic 90-minute learning session about Koh Samui’s Tourism, Hotel, and Property Market. Gain valuable insights into the latest numbers, trends, and outlook in this fast-paced, in-depth session presented by C9 Hotelworks.
What to Expect:
- A comprehensive overview of the current market landscape and forward-looking outlook from C9 Hotelworks
- Key data on hotel performance presented by leading hospitality analytics group STR
- A focused feature on the luxury villa rental and management sector
- An essential discussion on Thailand’s leasehold property ownership challenges
- An exploration of Koh Samui’s evolving real estate market
- An introduction to the 2025 Thailand Property Awards
Organized by:
C9 Hotelworks in collaboration with Delivering Asia, Banyan Tree Samui, SKAL International Koh Samui, Hughes Krupica, and PropertyGuru Thailand Property Awards.
About the C9 Sessions:
An ongoing initiative by one of Asia’s leading hospitality and real estate advisory firms, C9 Hotelworks. The sessions aim to educate the industry, inspire innovation, and promote entrepreneurial thinking.
Who Should Attend:
This session is invaluable for professionals in the hotel and tourism industries, property developers, real estate sales and marketing specialists, and professional service providers.
Event Schedule
Date: Monday 9th June 2025
Venue: Banyan Tree Samui, Banyan Ballroom, Koh Samui
Registration: 3:00 pm onwards
Session: 4:00 to 5:30 pm
Program
Koh Samui Tourism, Hotel, and Property Market Update
Bill Barnett, Managing Director, C9 Hotelworks
Hotel Performance Insights and Trends – Koh Samui and Thailand
Karan Mahesh, Senior Sales Manager – South & Southeast Asia, STR/CoStar Group
Luxury Vacation Rentals and Management Perspective
Femke Beekers, Cluster Country Manager – Thailand & Japan, Elite Havens
David Johnson, CEO, Delivering Asia
A Deep Dive Inside Thailand’s Leasehold Property Ownership
Desmond Hughes, Senior Partner, Hughes Krupica
Introduction to the Thailand Property Awards – 20th Anniversary Edition
Jules Kay, Managing Director, PropertyGuru International (Thailand)
Emerging Greater Koh Samui Property Market
Kara Wang, Director of Sales Channels – Group Property Development, Banyan Group Residences
Attendance is complimentary. Advance registration is required, and a QR code from Eventbrite is required for entry. For more information and to register, go to the following link CLICK
Bali’s hospitality-managed real estate market has evolved significantly over the past few decades, transitioning from small-scale independent developments to a key hub for internationally branded residences. This year, the Bali branded residences market continues to attract new entrants, including Mandarin Oriental, Anantara, and Aman (Amankila), according to the new Bali Hotel and Branded Residences Report 2025 by C9 Hotelworks and Horwath HTL.
Branded residences first emerged in Bali in the 1990s, with Aman (Aman Villas at Nusa Dua) establishing a foothold. The early 2000s saw further growth, with Banyan Tree, Bvlgari, and Karma launching developments, particularly in Nusa Dua, Bukit Peninsula, and Jimbaran.
While branded residences account for 15% of the total supply, they remain a niche segment compared to non-branded developments. However, investor interest is rising as buyers prioritize structured, professionally managed properties, particularly in an environment of tightening regulatory oversight and increasing demand for credible, brand-backed investments.
As of March 2025, Bali’s hospitality-managed real estate market comprises 59 projects, totaling 3,643 units. The market has seen a notable rise in apartments and condominiums, which now make up 87% of the total supply, while villas represent just 13%. However, small-scale projects continue to dominate, with 41% of developments containing fewer than 30 units. Projects with 31–50 units account for 21%, while 14% fall within the 51–100 unit range. The segment consisting of 101–200-unit projects accounts for 19%, whereas only 5% exceed 200 units, highlighting the scarcity of large-scale residential developments in Bali’s fragmented hospitality-managed real estate market.
Canggu/Berawa, along with Pererenan and Umalas, remains the primary development hub, with 39% of projects consisting of fewer than 30 units. Development activity remains concentrated in Canggu, Uluwatu, and Nusa Dua, with Canggu/Berawa leading the market, accounting for 39% of the total supply. While Canggu benefits from strong rental demand and a vibrant commercial scene, infrastructure constraints and traffic congestion have increasingly become challenges for long-term growth. As a result, developers are shifting focus towards Uluwatu, which now represents 20% of the total supply, as the area sees increased investment in luxury resort-led projects. Other notable locations include Nusa Dua (7%), Tabanan (7%), and Seminyak (6%).
Built-up sales prices for condominiums range from IDR 50–65 million per square meter, while villa prices typically range from IDR 30–50 million per square meter. Branded residences command a 25–35% price premium over comparable non-branded projects, reflecting the added value of brand affiliation, professional management, and structured operational standards.
Branded residences are becoming an increasingly attractive segment within Bali’s hospitality-managed residential market, with opportunities still untapped in certain areas. One notable gap is the absence of hotel-branded condominiums targeting the domestic market. In Jakarta, branded residences have been widely adopted in luxury condominium developments, yet Bali has yet to see a similar trend.
Leasehold ownership has historically been a key limitation for foreign buyers, with tenures typically ranging from 25 to 35 years. This has made Bali less competitive compared to Phuket, where initial leasehold terms are 30 years with the option for two 30-year renewals. However, as land and villa prices in Phuket continue to rise, Bali is emerging as a viable alternative for luxury villa buyers.
Foreign ownership in Bali can be structured through PMA (Foreign Investment) Companies, which allow longer holding periods than Hak Pakai (Right to Use) titles. As regulatory oversight tightens and investors prioritize legal security and structured management, branded residences are expected to gain further traction.
Download and read C9 Hotelworks and Horwath HTL’s Bali Hotel and Branded Residences Report 2025 CLICK
Over the past two decades, Lombok’s real estate landscape has undergone significant change, driven by the growth of its tourism and hospitality sectors. In the newly released Lombok Hotel and Brand Residences Report 2025 from C9 Hotelworks and Horwath HTL , we dive into the revelation of Lombok’s hospitality-managed real estate market. The island’s real estate journey began when foreign developers began acquiring greenfield land, subdividing it into serviced land plots and marketing them as ready-to-build plots within master-planned estates. These plots primarily appealed to speculative land investors and individual buyers seeking to build private holiday villas at lower costs compared to more mature destinations like South Bali. This initial wave of development laid the foundation for Lombok’s emerging real estate market.
The opening of Lombok International Airport in 2011 in Central Lombok Regency, replacing the former Selaparang Airport in Mataram, was a key catalyst for tourism growth, enhancing accessibility to the island, which led to the emergence of standalone short-term rental villas and hospitality-managed residences such as Selong Selo and BASK Gili Meno. These hospitality-managed residences, typically characterized by unobstructed panoramic ocean views or prime beachfront locations, concentrated in key areas, including the Gili Islands, Senggigi, and Selong Belanak.
In recent years, growing interest from international investors—particularly from Singapore, Hong Kong, Europe, and Australia—has driven a surge in land values, with increases ranging from 50% to 200% in parts of South Lombok. As land prices escalated, the market began shifting from standalone serviced land plots to integrated hospitality-led residential communities and off-plan villa developments.
To date, Lombok’s hospitality-managed real estate market comprises 1,326 units across 18 developments, along with 798 independent holiday rental villas. These two segments now define Lombok’s hospitality-managed real estate sector.
Market Composition: Serviced Land Plots Continue to Dominate Supply
In Lombok, hospitality-managed residences are classified into three primary categories: serviced land plots, condominium units, and villas.
Serviced land plots remain the dominant component of Lombok’s hospitality-managed real estate market. There are currently 704 serviced plots spread across six developments, making up 53% of the total supply. Key large-scale projects in South Lombok include Samara Lombok and Tampah Hills.
Condominium units account for 28% of the market, all located in North Lombok—an area that saw the earliest concentration of hospitality-led real estate activity before 2015.
Hospitality-managed villa developments represent the remaining 19%, comprising 246 villas across 9 projects. These developments typically cater to lifestyle buyers and investors seeking secondary residences or income-generating assets in a managed rental environment.
Supply by Location: A Shift Towards South Lombok
South Lombok has emerged as the primary hub for hospitality-managed residential development, accounting for 61% of the total supply, with Kuta and Selong Belanak being the key development zones. This concentration is closely linked to major infrastructure and tourism-related investments, including the launch of Lombok International Airport, the creation of the Mandalika Special Economic Zone, and the steady rollout of supporting amenities. These include retail outlets, dining venues, healthcare services, and the Mandalika Intercultural School, which opened in Kuta in 2022. Senggigi follows accounting for 25% of the supply, and the Gili Islands at 8%.
Vacation Rental Performance: Operators Prioritize Occupancy Amid Rapid Supply Growth
In 2024, private villas rented as vacation homes on mainland Lombok recorded an average nightly rental rate of USD 189 and a year-round occupancy rate of 59%. While occupancy improved by 4 percentage points compared to 2023 (from 55%), the average nightly rental rate declined by 21% over the same period from USD 238. This decline can be attributed to the rapid growth in vacation rental supply across mainland Lombok, with the number of available villas listed on Airbnb and Vrbo increasing by 89% over the same period.
In contrast, vacation rental performance on the Gili Islands improved in 2024 despite a 28% increase in active vacation rental listings compared to 2023, with average nightly rates rising 3% to USD 178 and year-round occupancy increasing by 0.7 percentage points to 54%, indicating steady demand resilience amid expanding supply.
Guest behavior also differs between the two markets. On mainland Lombok, the average length of stay is 3.5 nights, compared to 2.8 nights in the Gili Islands, reflecting varying traveler preferences and experiences.
By configuration, one- and two-bedroom villas represent most of Lombok’s vacation rental supply, accounting for 47% and 28%, respectively.
Looking Forward
In contrast to Bali, Lombok has yet to see the entry of branded residences affiliated with international hotel operators. While Meliá Collections Lombok has been announced, there are currently no completed projects on the island. This gap presents a first-mover opportunity for developers to introduce professionally managed residences affiliated with a globally recognized hospitality brand, offering investors benefits such as rate premiums and brand-led quality assurance.
Looking ahead, the market is witnessing a shift toward off-plan, fixed-design villas that offer turnkey ownership solutions. This trend is being driven by buyers who value convenience and speed of delivery. In response, small-scale villa projects, typically priced between USD 150,000 and USD 350,000, have gained traction, especially in the Kuta and Selong Belanak areas.
Overall, the combination of positive investor sentiment, improving infrastructure, and evolving buyer preferences is driving momentum in Lombok’s real estate sector. As the market matures, opportunities remain for innovative, professionally managed residential products that align with global standards.
To download and read the Lombok Hotel and Branded Residences Report 2025 CLICK
Phuket’s residential property market in the first four months of 2025 reflects a shift toward product differentiation, rising development costs, and lifestyle-driven demand. C9 Hotelworks newly released Phuket Property Market Update May 2025 indicates condominiums continue to dominate overall supply, as branded residences and landed properties are gaining traction.
As of Q1 2025, there are 40,600 residential units for sale across 343 active projects in Phuket. Condominiums comprise 33,704 units, or 83% of the total, while villas and other landed properties account for 6,896 units. Non-branded residences dominate the market, though branded developments are seeing higher pricing power and buyer interest. Cherngtalay remains the island’s most active submarket, with 54% of total inventory supported by mixed-use projects such as Laguna Phuket.
Developers from Bangkok, including Sansiri and Ananda, have expanded into Phuket, while local leader Rhom Bho Property holds the largest share with 4,820 units across nine projects. Median condominium prices stand at THB144,000 per sq.m, with branded units averaging THB181,000. Villas and landed homes are priced at THB70,000 per sq.m on average, but branded properties can reach up to THB162,000. In premium zones like Bangtao, one-bedroom condominiums with aspects such as ocean views are listed for as much as THB19.4 million, while villas can exceed THB138 million.
A notable pricing gap exists between primary and secondary condominium markets, with new units averaging THB139,000 per sq.m compared to THB100,000 in the resale market. High land prices are pushing new developments inland or encouraging vertical building strategies.
Phuket’s rental market remains robust. One-bedroom condominiums are the most sought-after product, renting for an average of THB22,541/month for long-term leases and THB26,616/month for short-term stays. Larger units and 3–4 bedroom villas command higher rents, with short-term villa rentals averaging THB179,445/month. Popular rental areas include Cherngtalay, Rawai, and Patong. However, increasing enforcement against short-term condo rentals under 30 days is impacting investor behavior.
The market is further supported by new commercial developments, including Siam Premium Outlet and an expansion of Central Phuket. These projects aim to improve livability and support Phuket’s growing role as a second-home and investment-oriented destination.
In conclusion, success in this evolving market depends increasingly on how well developments align with specific buyer needs rather than broad mass-market appeal. At the same time, rental regulations and rising land prices are reshaping both investment strategies and development trends across the island.
To download and read C9 Hotelworks Phuket Property Update 2025 CLICK
Khao Lak’s iconic Memories surf beach is set to undergo a major transformation into a green-focused resort town named Matalay, which translates to “come to the sea.”
Global design firm Gensler has created a master plan that reimagines the area, integrating the existing Memories Beach and surf facilities into a vibrant surf village with sustainable bamboo architecture.
Matalay will feature a stunning 1.1-kilometer stretch of white sand beach and will include five oceanfront resorts. The development will incorporate a green belt and multiple lakes to enhance mobility throughout the site. It will also include a hospital, an international school, wellness centers, glamping options, a town center with commercial spaces, residential areas, and cultural attractions.
Thai creative leader Boonserm Premthada from Bangkok Project Studio has been tapped to design art installations and a park that will add to the area’s appeal.
The Boonsoong family fully owns the Matalay project, and the development advisory team is led by former JLL Hotels and Hospitality Group senior executive Mike Batchelor with his company, Hospitality Capital Advisors Group (HCA).
Construction is already underway, and HCA is currently in discussions with potential co-developers for the hotel sites.
