Photo courtesy of VN Express Vietnam has emerged as a significant player in the global branded residences market, ranking fourth worldwide, with only the U.S., Saudi Arabia, and Mexico ahead. The Branded Residences 2025-2026 report by Savills highlights over 50 projects in Vietnam developed by 34 international brands. This trend reflects a growing demand for high-end, brand-affiliated properties offering luxurious services and amenities. Get today's headlines by email Historically, Vietnam's branded residences focused on coastal resorts, such as Four Seasons The Nam Hai and Hyatt Regency Danang. However, the concept has expanded to urban centers like Ho Chi Minh City (HCMC) and Hanoi, catering to both residential and long-term investment needs. With a 55% growth in branded residence projects in the Asia Pacific over five years, Vietnam now accounts for 41% of the market under development in the region. Notable developments in Vietnam include Grand Marina Saigon, featuring Marriott and JW Marriott, and The Ritz-Carlton Residences Hanoi. These projects illustrate the shift from resort-based products to city-centric ones. Major international hotel brands like Marriott, IHG, and Accor are key influencers, contributing to 40% of Vietnam’s branded residence pipeline. The demand for branded residences is driven by both foreign investors and an increasing number of local buyers, particularly in major cities. Knight Frank research indicates a significant increase in branded residence projects globally, from 169 in 2011 to over 600 today, with expectations of exceeding 1,000 by 2030. This growth parallels the rise of Vietnam’s upper-middle class, who are transitioning from "home ownership" to "lifestyle ownership." Experts like Uyen Nguyen of Savills emphasize the importance of brand trust, citing quality and operational standards as key factors. The Vietnamese market is expected to continue its rapid expansion, with approximately 30 new projects anticipated. Future developments are slated for major urban centers and coastal hotspots like Phu Quoc and Cam Ranh, reported VN Express. Join the discussion? Adapted by ASEAN Now · VN Express · 16 Mar 2026
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