{"id":21339,"date":"2019-03-10T00:00:00","date_gmt":"2019-03-09T20:00:00","guid":{"rendered":"https:\/\/dev.spinvestment.com\/why-dubai-will-overtake-new-york-when-it-comes-to-branded-residences-sp-investment\/"},"modified":"2022-03-01T14:07:03","modified_gmt":"2022-03-01T10:07:03","slug":"why-dubai-will-overtake-new-york-when-it-comes-to-branded-residences-sp-investment","status":"publish","type":"post","link":"https:\/\/www.spinvestment.com\/es\/why-dubai-will-overtake-new-york-when-it-comes-to-branded-residences-sp-investment\/","title":{"rendered":"Why Dubai will overtake New York when it comes to branded residences | SP Investment"},"content":{"rendered":"

\"emaar-elie-saab-1\"<\/a><\/h2>\n

Branded residences are soaring in popularity in Dubai and beyond – owing to their security, convenience and luxury factors<\/h2>\n

Dubai is set to become the global branded residences capital by the end of 2019, said a recent report.<\/p>\n

The number of branded schemes worldwide has grown by 195 percent in the last decade and there are more than 430 branded schemes globally, said the ‘Branded Residences Report’ from property company Savills.<\/p>\n

At a city level, coinciding with Expo 2020, Dubai is set to overtake New York as the global branded residences capital with a pipeline of just over 20 schemes.<\/p>\n

\u2018Sweet spot\u2019<\/strong><\/p>\n

According to Ayesha Rashid, managing director at Dubai-based Ogilvy Consulting, branded residences are an emerging living option that hits a \u2018sweet spot\u2019 of quality accommodation, great service, with the credentials of a high-end, recognisable brand name.<\/p>\n

\u201cMany of us, especially in Dubai and, in fact, in any buzzing metropolis, are living busy and complex lives \u2013 so we seek hyper-convenience.<\/p>\n

\u201cBranded residences tend to offer more value-add over traditional living spaces with more facilities and amenities on-site,\u201d Rashid told Arabian Business.<\/p>\n

The Ogilvy managing director said branded residences offer a new type of reassurance and service-orientation, which is exciting and refreshing for buyers and renters.<\/p>\n

\u201cIt feels safer for investors and offers a sense of security; it also exudes indulgence for renters and offers a sense of luxury,\u201d she said.<\/p>\n

Rashid speaks from personal experience having chosen to base her own home life within a Dubai branded residence.<\/p>\n

\u201cIt is currently the perfect lifestyle choice for me,\u201d she said.<\/p>\n

\u201cBranded residences feel synonymous to a serviced apartment option but with more frills, more flexibility and for the same price. The brand experience lives true to what they are known for.<\/p>\n

\u201cI travel a lot and having a full concierge service is super helpful. It\u2019s convenient and hassle-free with all bills, maintenance services included,\u201d Rashid added.<\/p>\n

Brand comforts<\/strong><\/p>\n

Jordan Bishop, partner at branding agency Storied, told Arabian Business that branded residences cater to an audience that moves frequently \u2013 so knowing what to expect from the brand as they move around the world comforts them.<\/p>\n

\u201cFor example, they know that the Four Seasons Residence in Manhattan will offer the same amenities and service quality that it does in Shanghai, and that predictability is a big selling point,\u201d Bishop said.<\/p>\n

However, Bishop warned branded residence managers and developers to be mindful of the impact of Airbnb renters.<\/p>\n

\u201cWith lower prices, the guest profile changes drastically. If one of your residents rents out their Four Seasons Residence for $150\/night on Airbnb, that\u2019s going to attract a very different type of guest than the guest paying $500\/night for the exact same room.<\/p>\n

\u201cOver time, it diminishes the brand significantly, and is something developers and the brands themselves need to be aware of from day one.\u201d<\/p>\n

Dubai is set to become the global branded residences capital by the end of 2019, said a recent report.<\/p>\n

The number of branded schemes worldwide has grown by 195 percent in the last decade and there are more than 430 branded schemes globally, said the ‘Branded Residences Report’ from property company Savills.<\/p>\n

At a city level, coinciding with Expo 2020, Dubai is set to overtake New York as the global branded residences capital with a pipeline of just over 20 schemes.<\/p>\n

\u2018Sweet spot\u2019\u00a0<\/strong><\/h3>\n

According to Ayesha Rashid, managing director at Dubai-based Ogilvy Consulting, branded residences are an emerging living option that hits a \u2018sweet spot\u2019 of quality accommodation,\u00a0great service, with the credentials of a high-end, recognisable brand name.<\/p>\n

\u201cMany of us, especially in Dubai and, in fact, in any buzzing metropolis, are living busy and complex lives \u2013 so we seek hyper-convenience.<\/p>\n

\u201cBranded residences tend to offer more value-add over traditional living spaces with more facilities and amenities on-site,\u201d Rashid told Arabian Business<\/em>.<\/p>\n

The Ogilvy managing director said branded residences offer a new type of reassurance and service-orientation, which is exciting and refreshing for buyers and renters.<\/p>\n

\u201cIt feels safer for investors and offers a sense of security; it also exudes indulgence for renters and offers a sense of luxury,\u201d she said.<\/p>\n

Rashid speaks from personal experience having chosen to base her own home life within a Dubai branded residence.<\/p>\n

\u201cIt is currently the perfect lifestyle choice for me,\u201d she said.<\/p>\n

\u201cBranded residences feel synonymous to a serviced apartment option but with more frills, more flexibility and for the same price. The brand experience lives true to what they are known for.<\/p>\n

\u201cI travel a lot and having a full concierge service is super helpful. It\u2019s convenient and hassle-free with all bills, maintenance services included,\u201d Rashid added.<\/p>\n

Brand comforts<\/strong><\/h3>\n

Jordan Bishop, partner at branding agency Storied, told Arabian Business that branded residences cater to an audience that moves frequently \u2013 so knowing what to expect from the brand as they move around the world comforts them.<\/p>\n

\u201cFor example, they know that the Four Seasons Residence in Manhattan will offer the same amenities and service quality that it does in Shanghai, and that predictability is a big selling point,\u201d Bishop said.<\/p>\n

However, Bishop warned branded residence managers and developers to be mindful of the impact of Airbnb renters.<\/p>\n

\u201cWith lower prices, the guest profile changes drastically. If one of your residents rents out their Four Seasons Residence for $150\/night on Airbnb, that\u2019s going to attract a very different type of guest than the guest paying $500\/night for the exact same room.<\/p>\n

\u201cOver time, it diminishes the brand significantly, and is something developers and the brands themselves need to be aware of from day one.\u201d<\/p>\n

Beware the pitfalls<\/strong><\/h3>\n

Abdul Samee Qureshi, managing director at Dubai-based The Adroit Agency, said attention to details is paramount when managing branded residences.<\/p>\n

\u201cTop quality services and amenities can be a strong plus point,\u201d he said.<\/p>\n

\u201cAnd having a renowned brand behind the residences project gives both the end user and the investor the comfort and assurance of top quality development,\u201d the travel branding expert said.<\/p>\n

Qureshi said there are several pitfalls to be aware of when developing branded residences.<\/p>\n

\u201cMake sure that you don\u2019t just bring a brand\u2019s name to your development, but also bring that brand\u2019s complete experience to your project, its values and proposition,\u201d he said.<\/p>\n

\u201cFocus on discovering the differentiating factors that make your branded residences worth the investment, especially when compared to standard residences,\u201d Qureshi added.<\/p>\n

Plugging a market gap<\/strong><\/h3>\n

Ogilvy\u2019s Rashid noted that branded residences in Dubai tend to be in premium locations.<\/p>\n

\u201cSo from a lifestyle perspective you can be in the heart of things \u2013 often connected to the same brand hotel,\u201d she said.<\/p>\n

Rashid added that branded residences resolve a market tension.<\/p>\n

\u201cIn my opinion, in an age of relatively quick deterioration of property and the ubiquitous service challenges we may face with utilities, along with our human desire for value and convenience \u2013 branded residences resolve friction in the market,\u201d she said.<\/p>\n

\u201cPlus it\u2019s great fun, you meet lots of interesting people. It can also be as quiet and discreet as you want it to be.<\/p>\n

“Contrary to general perception, branded residences are great for a variety of life-stages and family groups. It\u2019s not just about the prestige at all.\u201d<\/p>\n

Abdul Samee Qureshi, managing director at Dubai-based The Adroit Agency, said attention to details is paramount when managing branded residences.<\/p>\n

\u201cTop quality services and amenities can be a strong plus point,\u201d he said.<\/p>\n

\u201cAnd having a renowned brand behind the residences project gives both the end user and the investor the comfort and assurance of top quality development,\u201d the travel branding expert said.<\/p>\n

Qureshi said there are several pitfalls to be aware of when developing branded residences.<\/p>\n

\u201cMake sure that you don\u2019t just bring a brand\u2019s name to your development, but also bring that brand\u2019s complete experience to your project, its values and proposition,\u201d he said.<\/p>\n

\u201cFocus on discovering the differentiating factors that make your branded residences worth the investment, especially when compared to standard residences,\u201d Qureshi added.<\/p>\n

Plugging a market gap<\/strong><\/p>\n

Ogilvy\u2019s Rashid noted that branded residences in Dubai tend to be in premium locations.<\/p>\n

\u201cSo from a lifestyle perspective you can be in the heart of things \u2013 often connected to the same brand hotel,\u201d she said.<\/p>\n

Rashid added that branded residences resolve a market tension.<\/p>\n

\u201cIn my opinion, in an age of relatively quick deterioration of property and the ubiquitous service challenges we may face with utilities, along with our human desire for value and convenience \u2013 branded residences resolve friction in the market,\u201d she said.<\/p>\n

\u201cPlus it\u2019s great fun, you meet lots of interesting people. It can also be as quiet and discreet as you want it to be.<\/p>\n

“Contrary to general perception, branded residences are great for a variety of life-stages and family groups. It\u2019s not just about the prestige at all.\u201d<\/p>\n

 <\/p>\n

Source<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Branded residences are soaring in popularity in Dubai and beyond – owing to their security, convenience and luxury factors Dubai is set to become the global branded residences capital by the end of 2019, said a recent report. The number of branded schemes worldwide has grown by 195 percent in the last decade and there are more than 430 branded schemes globally, said the …<\/p>","protected":false},"author":1,"featured_media":21338,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[58],"tags":[],"class_list":["post-21339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-real-estate"],"yoast_head":"\nWhy Dubai will overtake New York when it comes to branded residences | SP Investment - SP Real Estate Investment<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spinvestment.com\/es\/why-dubai-will-overtake-new-york-when-it-comes-to-branded-residences-sp-investment\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Dubai will overtake New York when it comes to branded residences | SP Investment - SP Real Estate Investment\" \/>\n<meta property=\"og:description\" content=\"Branded residences are soaring in popularity in Dubai and beyond – owing to their security, convenience and luxury factors Dubai is set to become the global branded residences capital by the end of 2019, said a recent report. 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