Branded real estate: Strong attraction to the super-rich from 2022

The high-end utilities and privileged services that branded real estate products bring are meeting the increasing demand for the lifestyle of the wealthy.

In recent years, the Vietnamese market has witnessed the diversification of real estate products.

If in the past, luxury and super-luxury real estate accounted for a large share of the high-end real estate segment, now branded real estate products have entered the market. These products have received the attention of domestic and international investors, especially the super-rich and the elite in society.

Although it appeared in the Vietnamese market many years ago, the brand name real estate was developed under the cooperation of a reputable real estate developer with a newly created global brand name. imprint and attract the attention of investors from the beginning of 2021.

According to the survey, branded real estate has been present in some major cities of Vietnam such as Ho Chi Minh City, Da Nang, Nha Trang, Hanoi, Ha Long... and has a high price difference depending on the location. Prominent as Grand Marina Saigon project and The Grand Ha Noi, co-operated by Masterise Homes with Marriott International, attached with major hotel brands like JW Marriott and the Ritz-Carlton.

Grand Marina Saigon

Grand Marina Saigon

In Ha Long, the world's top international hotel management brands have also appeared. One of the reasons is Ha Long World Heritage Bay, which attracts a large number of international tourists to visit each year, leading to an interest in real estate. Prominent as InterContinental Hotels Group (IHG) is the operator of the InterContinental Halong Bay hotel and villa complex project invested by BIM Group. Recently, the famous hotel management group Accor also shook hands with Thuan Phat Investment and Service Joint Stock Company to bring MGallery-branded apartments to Ha Long market.

To have the participation of famous brands in the world, investors had to meet strict standards in construction, design and financial capacity. Therefore, the branded real estates that cooperate with these brands are always appreciated for their quality, considered as a promising investment channel for real estate investors and have a long-term vision.

“The big brands give buyers a certain amount of reassurance in terms of design and quality of management. Therefore, in the coming time, these big brands will be known more, the market will have positive reactions to this type of product,” said Matthew Powell, Director of Savills Hanoi.

Investment advantage

As one of the types of real estate that is considered to have sustainable profit potential, branded real estate products are considered the first choice of investors.

The great advantage of this product type is that it can exploit potential customers thanks to the brand's global network of connections. In addition to the brand criteria, the criteria of location, utility services, investment value ..., are also priorities in choosing luxury real estate of the super rich.

According to experts, real estate with international brands has received great attention from customers, becoming a new trend of the real estate market even though the epidemic has had a significant impact on the economy.

“The difference of the branded real estate line from other products is that the legality is guaranteed and the owner can enjoy 5-star international-class service at his home. Besides, the recovery potential of the Vietnamese market is great, and I and Accor believe that the market will recover quickly and thrive again in 2023”, said Mr. Nguyen Quy Tuan - Development Director. development of Accor Group in Vietnam said.

The strict standards of international brands are also a guarantee of the quality, legality, progress, design and planning of branded real estate products. This also ensures the value and of the product is not lost but also increases over time.

The participation of international brands also contributes to the advantage of the real estate market, helping to attract buyers and increase competition. In addition, the value of luxury real estate is also determined by service quality standards associated with brand reputation. A branded real estate project comes with quality management and professional operation to ensure the value and positioning of the product.

Research shows that the number of rich and super-rich people in Vietnam is increasing, leading to the need to enjoy and improve the quality of life with more luxury and high-end products. This is considered an opportunity for the development of high-end real estate products, especially the luxury real estate market in Vietnam in the future.

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