The so-called branded residences—residential developments created in partnership with internationally recognized hotel and lifestyle brands—have emerged as one of the most influential trends in global real estate in recent years. These properties combine the services and amenities of a five-star hotel—such as concierge assistance, fine dining, spa facilities, and professional property management—with the privacy and comfort of an exclusive home environment.
In such projects, buyers are not merely acquiring a residence; they are investing in a complete living ecosystem that encompasses wellness centers, retail spaces, entertainment venues, educational facilities, green areas, and premium lifestyle services. Developers are responding to this demand by creating fully integrated, master-planned communities that operate as self-contained, high-end neighborhoods.
Whether tailored to families, wellness enthusiasts, or remote professionals, these communities deliver a highly personalized lifestyle experience designed to meet the expectations of modern luxury living.
Branded residences consistently achieve higher resale values and stronger rental yields, benefiting from the prestige, trust, and operational excellence associated with the parent brand. From Dubai and Phuket to Batumi, such collaborations are establishing a new global “gold standard” in the luxury real estate sector.
According to research conducted by Savills, the “brand premium”—the price uplift attributed to brand association—averaged approximately +29% across Europe in 2024 compared with equivalent non-branded residences.
Greece is now entering this international market for branded luxury homes in a dynamic way, strengthening its appeal to global investors. Branded residences in the country are projected to represent around 18% of all ultra-luxury property transactions by 2027, up from just 4% in 2022.
Currently, more than 1,000 high-end residences—villas and apartments alike—are either under construction or have recently broken ground across several prime Greek destinations, including Pylos, Glyfada, Ellinikon, Elounda, Kea, and others. These developments are scheduled for delivery within the next three to six years, signaling a new era for the Greek luxury real estate landscape.
