The Rise of Branded Residences

The world for branded residences

The Rise of Branded Residences

The market around the world for branded residences has grown exponentially in the last decade, with more than 800 schemes (operational and pipeline) in over 180 locations across 64 countries. Last year saw established hotel brands enter the fray of branded residences, market diversification, and previous hotel-only stock converted. The ever-shifting tides of travel restrictions have meant longer stays in one place often embracing WFA (work from anywhere), with people increasingly looking for a tried and tested formula underpinned by trust and safety.

But what makes buying into the branded real estate model a shrewd investment?

According to both Savills and Knight Frank, buyers of branded real estate can expect to pay a premium of around 31% versus non-branded developments, but crucially data also shows these properties demonstrate more robust capital appreciation—as much as 25% in some cases.

Branded residences come with intrinsic value built into the proposition. Not only are they backed by internationally recognised brands, but come with a host of amenities, lifestyle benefits, quality service, and all of the management standards associated with the brand.

While post pandemic fundamentals of projected high re-sale value, strong rental yields, and professional operator management coupled with cutting edge design creds are key; other factors also come into play. Safety and privacy are crucial, buyers want assurance and peace of mind, that their property is safe and secure for home and away periods but they also want to see demonstrable protocols for wellness and cleanliness.

With the growth of urban branded residences, developers and operators have been early movers to not only prime locations but also nascent locales. Purchasing power at all tiers of the market is strongly influenced by best-in-class design; those demonstrating strong environmental credentials in both construction and operationally will hit the sweet spot for the more discerning buyers.

Limited supply also helps to protect prices, and with the guarantee of continued investment from the brand to maintain standards and product quality, Martinhal Residences represents one of the few branded residences buying opportunities in Lisbon. With over 80% of its offering already sold off-plan, it is seeing the results of this burgeoning interest firsthand.

The idea of creating a modern family-forward city apartment both comfortable and practical which still speaks to the design language of globally-minded buyers is something Martinhal is well versed on with 20 years of experience in Portugal and having sold over 300 homes to international buyers.

Open design for maximum living comfort

With the contemporary touch of world-class Portuguese architect, Eduardo Capinha Lopes, every apartment has been thoughtfully conceived and designed for the ultimate comfort of families. The design and aesthetic are understated and contemporary with high-quality finishes and materials throughout. The calm colour palette works in harmony with the light and expansive river Tagus and city views. Open plan living space allows for the ebb and flow of family life, entertaining, working, or downtime.

Access to high-speed fibre internet is as standard, on-site technical support, 24hr concierge, dedicated office spaces, proximity to transport links, and a 10-minute drive to the airport are balanced with wellness amenities, pools, childcare, a restaurant with a terrace garden and the wealth of cultural and sporting options close by.

Welcoming, vibrant and dynamic, Park of Nations is steadily becoming a magnet for new businesses and start-ups that enjoy access to a young and talented workforce, and proximity to the international airport and the city center.

The United Lisbon International School opened in 2020 in nearby Marvila also makes this the ideal place for families to thrive with stunning parks and green spaces and incredible attractions on their doorstep— a vibrant restaurant and foodies scene, theatres, and the landmark Oriente train station, by Santiago Calatrava anchoring the riverside neighbourhood’s design roots.

Professional management services are guaranteed by the brand and special access to booking holidays at other Martinhal Resorts and Hotels in the country. Purchase also comes with eligibility for the Portuguese Golden Visa Residence Program granting permanent free entry to Portugal and the other 25 Schengen area countries as a first step towards citizenship. This is one of the few developments in Lisbon where this is still possible due to the development’s “touristic” classification.

Many of the properties have already been snapped up by international buyers choosing this dynamic city as their home and wishing to capitalise on the fantastic reputation and equity of the Martinhal brand, the prime Park of Nations location, and all of the amenities and services that come with a Martinhal Residence. There is still a range of homes available starting from €880k for a 2 bedroom apartment to the ultimate multigenerational living luxurious seven-bedroom penthouse with incredible views of the River Tagus and the famous Vasco da Gama bridge (Price on Application).

Supported by a strong partnership with a reputable brand, there is little doubt that well-packaged and professionally presented residential developments will continue to attract globally minded potential buyers. Given the in-built value drivers, long-term price protection, and projected growth in the global branded residences market over the next five years and beyond, not only does Martinhal Residences offer an incredible lifestyle opportunity, but also a smart and sustainable investment.

Note from Martinhal Residences in October 2023:

The Golden Visa and NHR (Non-Habitual Residence) regimes have both changed in 2023, or are changing. While they both will still be in place, how one gets a Golden Visa (or Residence Permit) or an NHR status is changing completely. Please consult with EDGE International Lawyers, or another lawyer, to understand what has changed and how you can still avail of these regimes, or D2 or D7.

The Martinhal Team