Living in luxury

In recent years, Dubai has seen rapid growth and development, becoming a coveted destination for business leaders. Featuring state-of-the-art technology across all sectors and incredible marvels of engineering that bring in tourism and business interests alike, the city has a well-known hospitality tilt. Beyond that, as more professionals make the city their home, the demand for permanent residences to accommodate leaders in their respective industries has increased. 

Perhaps best known for its strong commercial market, Dubai’s prime real estate market is actually luxury property. Led by high-rise branded residences and ultra-luxury villas, both types cater to a discerning, globally mobile clientele. These property types are often affiliated with prestigious hospitality brands and offer a seamless blend of private living and resort-style services.

One company leading the market in branded residences is Kerzner International. Globally recognized as a developer and operator of luxury destinations, Kerzner has been in business for more than 30 years. Their most popular resort and residence brands include One&Only, Atlantis, and, more recently, SIRO and Rare Finds. 

Each residential property is thoughtfully crafted to deliver immersive luxury living, seamlessly blending iconic design with elevated lifestyle experiences. From world-class culinary offerings—including Michelin-starred dining—to holistic wellness, bespoke concierge services, and curated lifestyle programming, each residence reflects Kerzner’s commitment to exceptional living.

One&Only Private Homes have also now evolved into standalone residential, offering the same service, attention to detail, and sense of place as their resort counterparts. These homes provide residents with enhanced privacy and independence while preserving the signature One&Only experience that defines ultra-luxury living.

What is a branded residence?

Branded residences, at their core, are luxury residential properties under a well-known brand umbrella. The Four Seasons and Ritz-Carlton are perhaps the most well-known in the United States. Beyond brand recognition, this type of property is most famous for its high-class amenities—including more standard residential services like security, hotel-like services like an on-site spa or valet, and customized services through a dedicated concierge service to assist with any task. In recent years, branded residences have become more desirable around the world, especially in Dubai. In December 2024, Savills published a report showing a 180% increase in branded residences over the past decade, with the majority of projects being in Dubai. As Dubai continues to see growth from major international companies, the high-quality luxury experiences often associated with the area are expected to increase as well.

Jonathan Tomlinson, CPM^®

Given its similarities to first-class hotels, professionals in this space typically come from backgrounds in hospitality, luxury real estate development, or international property and asset management. As Jonathan Tomlinson, CPM^®, senior vice president and global head of residential at Kerzner International, notes, “This reflects Dubai’s unique positioning as a service-driven city where lifestyle, design, and operational excellence are paramount. The result is a market that consistently delivers elevated living experiences, underpinned by global standards and a strong emphasis on hospitality-led residential management.” 

Leading the industry

Dubai has emerged as one of the most dynamic and competitive markets for branded residences globally, thanks to its unique combination of world-class hospitality infrastructure and first-class urban development that appeals to its globally oriented clientele. The city’s ability to deliver resort-style living in a residential context—with seamless access to concierge services, wellness, fine dining, and curated experiences—has set a new global benchmark for what branded living can be.

Kerzner is living proof, with the overwhelming success of its Atlantis The Royal Residences on Palm Jumeirah, a human-made archipelago off the coast of Dubai, and One&Only One Za’abeel, housed in the world-famous One Za’abeel skyscraper—both of which sold out ahead of completion. From their enviable locations to their bespoke services, it’s no wonder that they continue to be extremely successful. But their success further points to how Dubai isn’t just participating in the branded residence boom—it’s helping to define it.

Maintaining the highest of standards

With branded residences encompassing so many different areas of management, there are many challenges in maintaining high-quality service. According to Tomlinson, the most critical factors in managing branded residences are trust, consistency, and brand integrity. “These properties are not just high-value assets—they are lifestyle investments that reflect the promise of a globally recognized brand,” Tomlinson says. “Managing them successfully requires a deep understanding of both hospitality service standards, real estate homeownership, operations, and professional property management.”

As property managers, ensuring any branded residence is successful comes down to not just the physical amenities, but the service and delivery of every interaction. Tomlinson feels strongly that IREM helps provide the tools for property managers to meet these high expectations. “In the context of branded residences, where service, homeownership, and property management expectations are exceptionally high and assets are deeply tied to brand reputation, IREM’s training equips professionals with the tools to manage with both precision and integrity,” Tomlinson says. “It’s about more than managing a property—it’s about protecting the brand, enhancing the homeowner experience, and delivering long-term value.”

He adds, “With the launch of the IREM UAE Chapter, it’s exciting to see these global standards now accessible in our region. It’s a meaningful step forward for the industry and one that aligns perfectly with the standards we uphold at Kerzner.” 

A trend growing globally

While branded residences flourish the most in Dubai, the Savills survey showed South Florida taking second globally for the largest increase in branded residences. While there are certainly differences between the United Arab Emirates and the U.S., the fundamentals of success are remarkably similar. The branded residence model is growing rapidly in the U.S., with more than 700 developments globally and nearly as many in the pipeline from a variety of brands.

In Dubai, branded residences thrive because of the city’s strong hospitality focus. Buyers expect a fully integrated, service-rich lifestyle—concierge, wellness, fine dining, and resort-level amenities are not considered add-ons, but essentials. In the U.S., resort-level amenities for residences are increasing in popularity. While there may be a perception that privacy or design take precedence, the reality is that buyers in both markets are looking for a complete lifestyle experience—one that is seamless, elevated, and consistently delivered. 

Kerzner has had a strong presence for many years in North America with One&Only Palmilla in Los Cabos and, more recently, One&Only Mandarina on the Riviera Nayarit, both in Mexico. Their first U.S. property will be the One&Only Moonlight Basin in Montana, scheduled to launch in November 2025. “It’s a project that perfectly encapsulates our ethos: awe-inspiring natural surroundings, world-class design by Olson Kundig, and a seamless blend of resort and residential living,” explains Tomlinson. “We have also recently signed One&Only Hudson Valley [in New York] and are excited about this addition to our portfolio when it opens in a few years. Looking ahead, we have an ambitious pipeline of projects across the Americas and beyond.”

Continued expansion

In Tomlinson’s opinion, branded residences are gaining momentum because they offer something people genuinely value: certainty, trust, and confidence in the brand. “When someone buys into a branded residence, they’re not just purchasing a home—they’re investing in a lifestyle that’s been thoughtfully curated and consistently delivered. There’s often a strong emotional connection to the brand, and that trust becomes especially important during the buying process. It’s that sense of familiarity and reliability that gives buyers confidence—and confidence is what drives decisions.”

Beyond the power of branding, these homes are designed for how people live today—globally mobile, experience-driven, and utilizing cutting-edge conveniences through technology. The appeal of having hotel services, wellness amenities, and even rental management built in is increasingly alluring.