There are more than 400 branded projects worldwide, with buyers willing to pay premiums of up to 132% in Bangkok and 69% in Kuala Lumpur over non-branded dwellings, according to a report by property consultancy Knight Frank LLP.
In Thailand, almost 40% of all new developments are now branded, the report said.
Most of the most-coveted addresses are hotel-branded residences by JW Marriott, the Four Seasons, Versace and Aman Resorts. They offer service levels on a par with their best hotels, including private chefs, the ability to order off a room-service menu and 24-hour concierge services.
Dubai has the highest concentration of branded residences, attracting operators including The W, Jumeirah and Bvlgari.