Where Hotels Meet Homes

Developers and hotel chains see opportunity in projects that blend hospitality standards with luxury living

- BY SMITA TRIPATHI

IN REAL ESTATE, what comes after luxury? Developers, investors, and affluent homebuyers, as if answering this very question, are shaping a new category in India—Branded Residences.

Here, hotel operators lend their names, management, and design ethos to high-end apartments. These are now popping up across India’s wealthiest cities and leisure destinations.

The ‘Landscape of Branded Residences Report 2024’ by hospitality focused research and advisory firm NOESIS Capital Advisors defines the segment as mixed-use developments where residential apartments are sold alongside a hotel with both jointly branded and managed. These residences are designed with hotel-like service standards, while still retaining layouts expected in a home—kitchens, multiple bathrooms, and living spaces adapted to Indian preferences. The promise? A blend of exclusivity and prestige, attributes that resonate with India’s expanding class of high-net-worth individuals (HNIs).

During the Covid-19 pandemic, India's wealthy sought larger homes, second residences, and premium amenities, as global travel was restricted. This demand surge lifted luxury property prices and emboldened developers to consider branded residences, often in partnership with established hotel chains. For investors, the segment combined two trusted asset classes: real estate and hospitality. The formula—properties backed by the credibility of a Taj, a Marriott, or a Radisson—made the product both aspirational and relatively secure.