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Building on Brand Appeal

By on Aug 01, 2017 in Residential

Branded residences offering hotel services and prestige are becoming part of the changing landscape of Bangkok

Branded residences have been gaining momentum in Thailand of the past several years. Originating in resort destinations, they are now rising in Bangkok.

In today’s market, there are two key types of branded – private residences and branded investment products with rental programmes. Examples of private residences that have been completed include The Residences at The St Regis Bangkok, The Sukhothai Residences, and The Ritz-Carlton Residences, Bangkok at MahaNakhon.

bangkok luxury condo sale

The Ritz-Carlton Residences, Bangkok at MahaNakhon

A branded residence involves combining a luxury residential development with a lifestyle element to deliver a product with superior design and specifications and value-added services, all combined to offer an enhanced quality of living.

To achieve these goals, branded residences are managed by well-known hotel operators and most are developed within a hotel compound, enabling resident owners to benefit from the use of the facility’s amenities and services. Some branded residences also offer rental management provided by the brand, providing a turnkey investment opportunity.

The key feature of branded residences across the board in a prime location, whether in the heart of the city of prime coastal resort locations.

According to the property services firm CBRE Thailand, the brand association also influences other aspects of the properties through iconic design concepts and distinctive interior decoration, sometimes with the involvement of celebrity architects, a high standard of furnishings and amenities, and premium specifications.

The wide range of value-added facilities and services can also include round-the-clock concierge services unmatched by conventional luxury residential developments. With this complete package, branded residences tend to command a price premium of at least 15-20% over conventional luxury residential developments in similar locations.

The business model that underpins the concept is simple – build a high-quality residential project in prime location, then integrate a branded hotel operator through a management agreement and add a hotel component to the development.

These hotel brands range from top-end international names such as Ritz-Carlton, Four Seasons and St Regis to local brands that are growing internationally, such as Amari, Centara and Dusit. Click to continue reading

Source: Bangkok Post – 31 July 2017

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