A Market Influenced by Wealth Migration & Lifestyle Demand
Economic prosperity and an attractive business environment have been key drivers for the UAE being an attractive destination for high net worth individuals from across Europe and other continents. This has resulted in an increasing demand for luxury properties, especially properties associated with global brands.
Branded residences offer more than just luxury finishes. They combine hospitality-level services, strong management standards and consistent quality — factors that resonate with buyers relocating to the UAE or investing from abroad.
This market in branded real estate is also being driven, in addition to the UHNW, by mid-level global investors seeking branded property to enter the market with.
Dubai remains the regional leader
Dubai continues to dominate the branded residences landscape, supported by its global profile, tax advantages and lifestyle appeal. Branded homes in the city consistently command a notable premium compared to non-branded properties, reflecting strong buyer confidence and limited ready-unit availability.
While off-plan developments account for the majority of transactions, completed branded residences remain concentrated in established prime locations, helping maintain long-term value and rental appeal.
Looking ahead, Dubai’s development pipeline suggests that branded homes will remain a defining feature of new residential supply over the coming years.
Abu Dhabi gains momentum
Abu Dhabi is rapidly establishing itself as a serious competitor in the branded residences segment. With limited existing supply and growing interest in lifestyle-led developments, branded homes in the capital are achieving some of the highest premiums in the UAE.
Major projects on Saadiyat and Yas Islands are positioning Abu Dhabi as a destination for buyers seeking a quieter, culturally driven luxury lifestyle, supported by world-class infrastructure and long-term residency appeal.
Ras Al Khaimah’s rise as a luxury destination
Ras Al Khaimah is undergoing a clear transformation from a value-focused market into an emerging luxury hub. Large-scale tourism and resort developments have accelerated interest in branded residential projects, particularly those aligned with wellness, nature and experiential living.
This shift is attracting international investors looking for early entry into a market with long-term growth potential and comparatively lower price points than Dubai.
What this means for investors and buyers
Branded residences are no longer a niche offering in the UAE. They represent a growing segment driven by lifestyle migration, brand trust and demand for managed, high-quality living environments.
For investors, these properties often offer:
- Resale value an item
- Premium rental positioning
- More resilience in the face of market cycles
As the UAE’s residential market matures, branded developments are increasingly shaping the future of luxury living across the country.
