Knight Frank Chartered (Thailand) Co Ltd

Knight Frank identifies Thailand as a rising branded residences market, reinforcing Asia’s position as the new hub for global luxury real estate

Bangkok – 2025 – Knight Frank Thailand has unveiled The Residence Report 2025, which highlights the continued growth of branded residences worldwide. The number of branded residence schemes has expanded from 169 in 2011 to 611 today, and is projected to reach 1,019 by 2030, equivalent to more than 162,000 units globally.

Centre of gravity shifting toward Asia and the Middle East

North America, particularly the United States, continues to dominate the sector but its share is gradually declining — from 32.7% of live schemes to 26.2% of pipeline projects. By contrast, the Middle East is showing the strongest growth momentum, with pipeline developments representing 26.7% compared with just 15.9% of existing projects, driven by rapid expansion in the UAE and Saudi Arabia.

Although Asia-Pacific’s overall share is expected to ease slightly, markets such as Thailand and India continue to demonstrate significant growth potential, underlining the region’s importance in shaping the future of branded residences. This trend reflects how the global centre of activity for branded developments has steadily shifted eastward and southward, away from US dominance in the 1990s, toward Asia and the Middle East today.

Thailand stands out with large-scale master-planned projects

Among Asian markets, Thailand has emerged as a standout player, with ambitious master-planned branded residence communities that combine residential living with services, amenities, and lifestyle offerings. Together with Malaysia and the UAE, Thailand is shaping the next phase of branded residential development in Asia.

These projects cater to rising demand from buyers who seek not only luxury homes but also holistic living environments that integrate hospitality, wellness, and community-driven experiences.

Shifting trends: from amenities to community and wellness

The report also emphasizes that the success of branded residences is increasingly tied to the strength of their communities, rather than amenities alone. Facilities such as clubhouses, lifestyle programming, and curated social activities are becoming core features of long-term value.

Additionally, wellness and longevity are evolving from secondary add-ons into fundamental design and development principles. This shift is evident across global markets, including Thailand, where new projects are integrating health, sustainability, and lifestyle-driven design into their DNA.

Comment from Knight Frank Thailand

Nattha Kahapana, Managing Director, Knight Frank Thailand, commented:

“Thailand is one of the most attractive branded residence markets in Asia, drawing strong interest from developers and investors alike. With its prime locations, lifestyle appeal, and expanding population of high-net-worth individuals, branded residences are set to raise the benchmark for luxury living while reinforcing Thailand’s place on the global real estate stage.”

Conclusion

The Residence Report 2025 confirms that branded residences are no longer a niche or passing trend, but a structural transformation in the global luxury property sector. Thailand remains firmly on the radar of international developers and investors as one of the region’s most promising and dynamic markets.