Savills data shows branded residences account for 60% of Vietnam's future pipeline, up from 28% of existing supply. Uyen Nguyen on multi-generational demand.
HO CHI MINH CITY – Branded residences now account for 60% of Vietnam's future development pipeline, up from 28% of existing supply, according to Savills Hotels research presented at the Branded Residences & Ultra-Luxury Summit 2026. The data, shared by Savills Associate Director Uyen Nguyen, marks a structural shift in how developers and international operators are approaching the market.
Nguyen said luxury buyers are no longer driven solely by location or capital appreciation. Instead, they demand amenities, brand affiliation, and service standards that accommodate multi-generational living – children, young professionals, families, ageing parents, and long-stay guests within the same project. “For the first time, developers must design homes and communities that cater to all these groups,” she said.
The pipeline concentration is also shifting. New projects are clustered in major urban centers – Ho Chi Minh City, Hanoi, and Da Nang – rather than traditional resort destinations. That contrasts with the existing supply base, which is more resort-heavy. The country is expected to add 40 branded residence projects to its planning pipeline, Savills said.
Vietnam's ultra-high-net-worth population is growing, international tourism is recovering, and transport infrastructure investment continues. Those structural factors support the sector's long-term potential, even though the market remains at an earlier stage compared with Thailand, industry experts said at the summit.
Pricing within the segment increasingly reflects brand affiliation, professional management, and service standards. Gasparotti, a consultant quoted in the summit materials, said ultra-luxury real estate is now defined by its ability to preserve wealth, support global mobility, and deliver a curated lifestyle. “Meaningful wellness integration can support higher added value compared with comparable projects,” he said.
The branded residence market is also evolving beyond hospitality roots. Lifestyle brands – Versace Home, Bentley Home, Bugatti Home, Dolce & Gabbana Casa, Trussardi Casa, Fendi Casa, and Ralph Lauren Home – are partnering with developers on design direction, material selection, and resident services. These collaborations create differentiated offerings that resonate with affluent buyers seeking exclusivity, the summit speakers said.
Among the international operators active in the space, Marriott International and IHG were named as partners on several pipeline projects. Ralph Lauren Corp, through its Ralph Lauren Home line, is also involved in the lifestyle-brand push.
The Branded Residences & Ultra-Luxury Summit 2026 was co-hosted by Vietceramics and Savills Hotels, in partnership with Cairncross Martin, Thirdhome, and Huawei Digital Power Vietnam, among others.
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