Unprecedented Growth in Spain’s Branded Residences Market
Spain’s branded residences market is witnessing a surge like never before, with predictions indicating a steep rise over the next four years. Currently, Spain has less than 500 units, but this number is expected to increase significantly, as stated by Antonio Pan de Soraluce, the founding partner of Blasson Property Investments, at the recent Premium Real Estate Summit.
Sierra Blanca Paving the Way for Luxury Branded Properties
In this scenario, Sierra Blanca, a developer, has taken the lead by constructing the highest number of luxury branded properties. The company has introduced the first Fendi Casa residential project in Europe, the first Karl Lagerfeld Villas globally, and brought the first Dolce & Gabbana project to Spain, specifically to Marbella. Despite initial rejections from these brands, Sierra Blanca has proven that Spain was not only ready but is prepared for much more.
Colliers Forecasts Substantial Growth
Colliers, a consultancy firm, has recognized this potential and predicted significant growth. According to a report from Colliers, based on data up to the third quarter of 2023, exponential growth is expected over the next four years, with more than 1,200 units anticipated by 2027. The Costa del Sol is expected to remain the preferred destination for investors, precisely where Sierra Blanca’s properties are located.
Madrid: A Key Attraction for Branded Residences
Madrid is another significant attraction for branded residences. The capital is proud to have hosted one of the first properties of this type, by the renowned Four Seasons brand. These branded residences are also the only ones in Spain located within the same complex as the hotel. In Madrid, standalone projects (not integrated into the hotel) are more common, as explained by Pan de Soraluce at the luxury real estate event.
Collaboration Between Developers and Prestigious Brands
These developments rely on close collaboration between developers and prestigious brands, both hotel and non-hotel, to provide residents with personalized, high-end experiences. Hotel giants such as Four Seasons, Mandarin Oriental, Marriott, and Accor dominate the hospitality sector, while luxury, fashion, and motorsport brands like Fendi, Missoni, Dolce & Gabbana, Karl Lagerfeld, and Lamborghini have partnered with both Spanish and international developers to expand this concept of upscale residences.
Future of Branded Residences in Spain
According to the Colliers report, the future of branded residences in Spain looks exceptionally promising. The Costa del Sol and Marbella, in particular, are attracting significant attention from investors and developers, positioning itself as the epicenter of growth. By 2027, the province of Málaga could have nearly 900 branded residences, accounting for 93% of the future market supply in Spain.
Product Types of Branded Residences
There are two main types of branded residences: those associated with hotel chains and those linked to other luxury brands. The former are more common and are managed by hotel chains, offering five-star services such as security, on-site restaurants, spas, concierge, laundry, and room cleaning. Notable examples of such brands include Four Seasons, Hilton, Marriott, and Accor. The second type of branded residence partners with non-hotel luxury brands. Fashion labels such as Fendi, Dolce & Gabbana, Karl Lagerfeld, and Bvlgari have invested in such projects, while luxury car brands like Lamborghini, Porsche, and Bentley are also exploring this market.
Factors Driving Growth of Branded Residences in Spain
The rise of branded residences in Spain is driven by three key factors: Increased demand for luxury properties, rise in foreign investment, and a thriving tourism sector. In 2022, transactions involving luxury properties grew by 45% compared to the previous year, surpassing 1,000 transactions above €2 million. This figure is double that recorded in 2019, before the pandemic, highlighting the strong demand for exclusive real estate assets. Foreign investment in Spanish real estate surged by 59% in 2022 compared to 2019, reaching €12.17 billion. This growth underscores Spain’s appeal as a safe and profitable destination for international investors. Spain remains one of the world’s top tourist destinations, with positive growth projections. This robust tourism industry further fuels demand for luxury properties, as many investors seek homes that offer both exclusivity and access to first-class hotel services.
