{"id":39462,"date":"2024-10-07T10:00:49","date_gmt":"2024-10-07T03:00:49","guid":{"rendered":"https:\/\/www.asiapropertyawards.com\/?p=39462"},"modified":"2024-10-08T17:41:34","modified_gmt":"2024-10-08T10:41:34","slug":"growing-appetite-for-branded-real-estate-in-thailand-eclipses-usd5-7-billion-in-market-vlue","status":"publish","type":"post","link":"https:\/\/www.asiapropertyawards.com\/en\/growing-appetite-for-branded-real-estate-in-thailand-eclipses-usd5-7-billion-in-market-vlue\/","title":{"rendered":"Growing appetite for branded real estate in Thailand eclipses USD5.7 billion in market value"},"content":{"rendered":"

Entry of top-tier Porsche project supercharges the expanding brandscape as Thai developers look outward to foreign buyers as global migration doubles down<\/p>\n

\"\"
Porsche Design Tower Bangkok, an upcoming ultra-luxury tower, is set to grace the heart of the city<\/figcaption><\/figure>\n

Bangkok, Thailand\u2019s real estate developers are expanding beyond familiar hotel brands into the realms of iconic automotive, fashion, and wellness labels, as they seek identities that resonate with luxury property buyers. Listed property group Ananda made global headlines with their ultra-luxury offering, Porsche Design Tower Bangkok, with eye-catching prices reaching USD33,000 per square metre (THB1 million psqm). The absolute unit pricing of this offering ranges from USD15 to USD40 million (THB495 million to THB1.3 billion), marking a new high in the market.<\/p>\n

Thailand is now the leader in Asia for branded real estate, with THB106 billion in properties for sale or under development, according to a newly released report by hospitality consulting group C9 Hotelworks, titled Thailand Branded Residences Market Review 2024<\/em><\/a>.<\/p>\n

The Power behind the brand<\/strong><\/p>\n

Explaining the appeal of branded real estate, Ananda’s CEO, Chanond Ruangkritya, stated: \u201cThais understand how brands can drive premium pricing. We chose Porsche, a brand that ignites passion among our high-net-worth buyers, to differentiate ourselves in a competitive marketplace. For us, it’s about pushing prices and standing out from the crowd.\u201d<\/p>\n

C9\u2019s research highlights that in 2020, Aman Nai Lert Bangkok<\/em> set a new standard for ultra-luxury branded residences, establishing itself as the premier product in the market. The project was able to double median market prices at the time, attracting a solid base of foreign buyers.<\/p>\n

Explosive growth in the sector<\/strong><\/p>\n

\"\"<\/p>\n

 <\/p>\n

Since then, Thailand\u2019s branded residences market has surged.<\/p>\n

According to Bill Barnett, the Managing Director of C9 Hotelworks, the country now boasts 46 branded real estate projects, comprising 10,081 units. \u201cOf these, 67 percent are located in resort destinations, with Phuket leading the way at 41 percent, while 33 percent are in Bangkok. The median price in Bangkok is THB279,600 psm, significantly higher than in resort areas, reflecting the capital\u2019s land premium,\u201d Barnett commented.<\/p>\n

Changing tides: Targeting overseas buyers<\/strong><\/p>\n

As the branded real estate landscape evolves, more developers are seeking the right mix of brand and product to attract buyers, particularly in Bangkok. With tightening credit conditions for domestic buyers, a sluggish economy, and an oversupply of completed units from large real estate groups, developers are increasingly targeting overseas buyers.<\/p>\n

\"\"
Aerial view of the luxury green-inspired Gardens of Eden project in Phuket (Left), designed by award-winning architect Martin Palleros (right)<\/figcaption><\/figure>\n

This shift is fuelling the need for differentiation beyond hotel-branded properties. \u201cToday, we are seeing an expanded brandscape across Thailand\u2019s real estate market. New entries include the luxury lifestyle community Tri Vananda<\/em> in Phuket, which has partnered with global wellness brand La Prairie, and Gardens of Eden<\/em>, an integrated project that features award-winning architect Martin Palleros, all in an effort to gain a competitive edge and elevate pricing,\u201d Barnett explained.<\/p>\n

Looking ahead: Continued growth in Branded Real Estate<\/strong><\/p>\n

In the coming years, Thailand\u2019s popularity among wealthy property investors and those seeking full-time or second homes is expected to grow. Attractive advantages, such as foreign ownership allowances in condominiums, a wide array of long-term visas, and the continued global migration of high-net-worth individuals, provide a strong foundation for future growth.<\/p>\n

As more global players enter the arena, the battle of the brands in Thailand’s real estate sector is expected to intensify.<\/p>\n

For further insights, check out C9 Hotelworks\u2019 latest\u00a0Thailand Branded Residences Market Review 2024<\/a>.<\/p>\n

For more information, email:\u00a0propertyreport@propertyguru.com<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Top-tier Porsche project boosts brandscape as Thai developers target foreign buyers amid rising global migration<\/p>\n","protected":false},"author":9,"featured_media":39465,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[92],"tags":[134,4127,4128,133],"class_list":["post-39462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-bangkok","tag-branded","tag-residences","tag-thailand","news_country-thailand","news_author-property-report"],"acf":[],"yoast_head":"\nGrowing appetite for branded real estate in Thailand eclipses USD5.7 billion in market value | Asia Property Awards<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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