Branded Residences in Dubai Selling at 40% Premium as Wealth Influx Grows
Branded residences in Dubai are commanding prices around 40% higher than comparable non-branded properties, as the emirate cements its position as one of the world’s top destinations for wealthy buyers.
According to research by Morgan’s International Realty, the average price per square foot for branded homes reached Dh3,779 in the first half of 2025. The surge comes amid an ongoing influx of high-net-worth individuals to the UAE, with Henley & Partners estimating that around 9,800 millionaires will relocate to the country this year.
The market for branded homes—properties developed or operated in collaboration with luxury hotel brands or designers—has expanded rapidly in recent years. Dubai now has 54 completed branded residential projects, comprising 18,100 units, while a further 90 projects are under construction. Once completed, these will add more than 30,000 units to the market.
The majority of existing branded homes are concentrated in key prime districts: Downtown Dubai leads with 21 projects, followed by Business Bay with 17 and Palm Jumeirah with 16. Market observers say these locations align with demand from global buyers seeking centrality, prestige, and waterfront access.
Morgan’s data shows that branded residences now account for 38% of the city’s luxury property segment, a share heavily driven by developments managed by international hotel operators. Buyers are drawn by the combination of privacy, bespoke interior design, and access to five-star services such as concierge, housekeeping, and wellness facilities.
“Dubai’s branded residences are no longer a niche-they’ve matured into a globally recognised asset class,” said Elias Hannoush, managing director of Morgan’s International Realty. “The influx of global wealth, rising demand for lifestyle-integrated living, and the long-term commitment of developers to design and service excellence have positioned Dubai as a benchmark for branded living worldwide.”
The first half of 2025 marked a record period for the sector, with 12 new branded projects launched, adding 5,510 units and lifting total branded inventory to 48,474 units.
The market’s highest transaction during the period was a Dh164 million apartment in Jumeirah Asora Bay. The most expensive on a per-square-foot basis was sold for Dh18,294, reflecting the upper limits of Dubai’s luxury bracket.
Branded developments in Dubai Marina recorded the sale of 1,320 units worth Dh3.3 billion, while Downtown saw 773 branded units change hands with a total sales value of Dh5.68 billion. These figures highlight the segment’s broad geographic spread and depth of demand.
Aman Hotels & Resorts made its long-awaited debut in the Dubai market during the period, introducing one of the most upscale branded residences in the city. With an average price per square foot of Dh13,195 ($3,593), the project positioned itself at the very top of the branded luxury tier.
Industry analysts say the UAE’s appeal for wealthy buyers is underpinned by factors beyond real estate. Long-term residency options, political stability, a low-tax environment, and major infrastructure investment all contribute to Dubai’s competitive edge. The emirate’s ability to blend high-quality property with lifestyle appeal—beaches, shopping, fine dining, and cultural events—has proven particularly effective in attracting global capital.
Developers are increasingly tailoring projects to meet the expectations of this expanding demographic. Many branded residences feature signature architecture, limited-unit releases, and exclusive membership privileges. The integration of resort-style amenities within residential towers is seen as a defining factor in sustaining premium pricing.
The branded model also offers financial advantages for buyers, with resale values tending to hold or appreciate faster than non-branded equivalents in similar locations. While entry costs can be significantly higher, the perceived security of investing in a recognised global brand appears to outweigh concerns over price differentials.
The pace of launches suggests that competition among developers is intensifying. As more high-profile brands enter the market, analysts expect design innovation, service differentiation, and sustainability features to become key selling points. Developers are also exploring partnerships with non-hotel luxury brands in fashion, automotive, and wellness sectors to diversify offerings.
However, some market observers caution that the rapid increase in supply could test absorption rates if economic conditions shift. Maintaining service quality and brand integrity will be critical to sustaining demand in the long term.
For now, momentum remains firmly on the side of growth. With international wealth inflows projected to remain strong, the outlook for Dubai’s branded residences segment is robust. The combination of scarcity in prime locations, rising global recognition, and ongoing lifestyle appeal appears set to keep the market buoyant well into 2026.
