{"id":45036,"date":"2026-07-07T17:03:54","date_gmt":"2026-07-07T10:03:54","guid":{"rendered":"https:\/\/www.asiapropertyawards.com\/?p=45036"},"modified":"2026-07-07T17:03:54","modified_gmt":"2026-07-07T10:03:54","slug":"vietnam-claims-asias-top-position-in-branded-residences-as-luxury-supply-surges","status":"publish","type":"post","link":"https:\/\/www.asiapropertyawards.com\/en\/vietnam-claims-asias-top-position-in-branded-residences-as-luxury-supply-surges\/","title":{"rendered":"Vietnam claims Asia’s top position in branded residences as luxury supply surges"},"content":{"rendered":"

C9 Hotelworks’ newly released Asia Branded Residences Market Review 2026 shows Vietnam leading Asia’s USD40-billion branded residence market with 20% of the region’s total value<\/p>\n

\"\"
The recently launched mixed-use development One Central Saigon includes Ritz Carlton Residences. Image supplied by C9 Hotelworks\/Delivering Asia<\/figcaption><\/figure>\n

Vietnam’s branded residence sector has soared over the past year, becoming the largest market in Asia’s USD40-billion branded residence industry by value, according to the recently released Asia Branded Residences Market Review 2026<\/a> by C9 Hotelworks.<\/p>\n

Many of the world’s leading hospitality and lifestyle brands are rapidly capitalising on a booming economy and thriving travel industry to introduce world-class projects across the country\u2014from dynamic gateway cities to emerging coastal regions\u2014including the launch of One Central Saigon in the second quarter of this year, which houses the Ritz-Carlton Residences.<\/p>\n

These are among the key findings from leading Asia branded residence specialists C9 Hotelworks, which reveals that Vietnam’s branded residence sector is now worth VND 211.2 trillion (approximately USD8 billion), representing 20% of the regional total. This exceeds Thailand (USD6.4 billion) and South Korea (USD5.8 billion), with these top three countries accounting for more than half of Asia’s overall value.<\/p>\n

“Vietnam’s rise as a regional hub for travel, hospitality and branded real estate has been remarkable,” says Bill Barnett, managing director of C9 Hotelworks. “The accelerated expansion and modernisation of the country’s infrastructure has been the catalyst for widespread investment and development, which has resulted in a huge supply of new residences in urban and resort destinations.”<\/p>\n

\"\"
Vietnam\u2019s branded residence sector is now worth VND211.2 trillion (USD8 billion). Image credit: C9 Hotelworks<\/figcaption><\/figure>\n

The fast pace of branded residence development in Vietnam is evidenced by the size of the country’s construction pipeline. In terms of launched projects, Thailand is the largest market in Asia with 13,124 units (compared to 12,592 in Vietnam). But when pipelines are taken into account, Vietnam leads the way with 15,762 units (launched and unlaunched) across 47 projects.<\/p>\n

The fact that Vietnam commands the highest overall market value also reflects that its supply is concentrated in the upscale and luxury tiers, which drives up average values. More than a third (38%) of total projects are in the luxury segment.<\/p>\n

Interestingly, 83% of Vietnam’s branded residences are co-located with a hotel, while a further 13% are in mixed-use developments and only 4% are standalone projects. This hotel-driven environment aligns with the fact that Vietnam has one of the world’s largest hotel pipelines, spurred on by record-breaking tourist arrivals. But non-hospitality brands are also starting to take notice; The Rivus by Elie Saab opened its doors in Ho Chi Minh City in 2025, becoming the country’s first residence from an international fashion house.<\/p>\n

Vietnam’s branded residence surge spreads across the country, from north to south. The key cities of Da Nang (3,034 units) and Ho Chi Minh City (2,903) lead the way, while the capital Ha Noi (1,817) is fourth. There are other notable growth zones, including Quang Tri (third place, 2,600), a resort destination on the north-central coast, and Lam Dong (fifth, 2,288) on the southeast coast, where large-scale developments by Wyndham and Accor are driving expansion. With a further 3,121 units across eight other markets, including Dong Nai, Phu Quoc, Khanh Hoa, Lao Cai and Hai Phong, Vietnam’s branded residence boom is a nationwide phenomenon.<\/p>\n

Related: Thailand\u2019s branded residences market tops THB205 billion<\/strong><\/a><\/p>\n

With a surge in stock, the question of sales and marketing is a key issue, one described by Bill Barnett as an “unresolved question” for many developers.<\/p>\n

“It’s a key issue and a process that is often misunderstood. Marketing and sales strategies for branded residences are fundamentally different from traditional real estate,” comments David Johnson, CEO of Delivering Asia, Asia Pacific’s leading marketing advisory for branded residential developments.<\/p>\n

“Developers need to focus on building a narrative architecture, market positioning, and an integrated communications programme to drive desirability, buyer engagement, and sales performance if projects are to be successful.”<\/p>\n

The surge of new branded residences is just one example of the broader development that is sweeping Vietnam. As the host of the APEC Economic Leaders’ Week in 2027, Vietnam is accelerating its preparations with significant infrastructure upgrades. From the soon-to-open Long Thanh International Airport to the planned high-speed railway between Ha Noi and Ho Chi Minh City, a network of new highways and state-of-the-art attractions, Vietnam is improving connectivity and establishing itself as a regional hub for leisure travel, business events, relocation and investment.<\/p>\n

Click here<\/a> to review the Asia Branded Residences Market Review 2026.<\/p>\n

About Bill Barnett<\/strong><\/p>\n

\"\"Bill Barnett \u2014\u00a0a globally recognised hospitality,\u00a0<\/span>tourism,<\/span>\u00a0and real estate advisor \u2014 is<\/span>\u00a0the founder and managing director of Asia-based C9 Hotelworks and esteemed member of the PropertyGuru Asia Property Awards (Greater Niseko) Judging Panel.<\/span><\/p>\n

In addition to being a leading consultant, he is a frequent speaker at industry events and conferences.<\/span>\u00a0<\/span>\u00a0With over 30 years\u2019 experience in the Asia Pacific region, he has an extensive background in hotel operations,\u00a0<\/span>development,<\/span>\u00a0and asset management. His past employment highlights include Senior Corporate roles at international hotel chains and\u00a0<\/span>publically<\/span>\u00a0listed companies. Bill\u00a0<\/span>is considered to be<\/span>\u00a0one of the foremost industry experts in the hotel residences sector.\u00a0<\/span>\u00a0To date, Bill is the author of four books on travel,\u00a0<\/span>property,<\/span> and hospitality under the titles of Slave to the Bean, Collective Swag, It Might Get Weird and Last Call.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

C9 Hotelworks reports that Vietnam accounts for 20% of Asia’s total branded residence market value, leading the region<\/p>\n","protected":false},"author":8,"featured_media":45041,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[92,94],"tags":[4074,135],"class_list":["post-45036","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-views","tag-c9-hotelworks","tag-vietnam","news_country-vietnam","news_author-bill-barnett"],"acf":[],"yoast_head":"\nVietnam claims Asia's top position in branded residences as luxury supply surges | 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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