The Rise of Branded Residences in Phuket: Why the World’s Wealthiest Are Paying Attention
Why are branded residences becoming popular in Phuket? Where are branded residences located in Phuket? Are branded residences in Phuket a good investment?:
• Phuket holds USD 2.3B in branded residence value.
• The island leads APAC’s branded residence supply with 4,771 units across 26 projects.
• It ranks among the world’s top four markets for upcoming branded residence projects.
• Global brands like Etro, Banyan Tree, and Anantara are among the first to enter.
• Short-term rental potential and hotel licensing make branded villas investor-friendly.
What do you get when brands like Etro, Banyan Tree, and Anantara set up shop on a Thai island?
A new kind of tropical asset class.
Phuket is now one of Asia’s most active branded residence hubs, catching the attention of global developers, lifestyle investors, and UHNWIs looking for something more than just a second home.
With 4,771 branded units across 26 projects and a total branded residence supply value of over US$2.3 billion, Phuket leads the APAC branded living scene. It sails ahead of Bangkok, Manila, and Bali – and is still gaining ground.
Here’s why the island is turning into a lifestyle investment no one wants to miss.
Why Phuket Is Asia’s Resort Branded Residences Leader
Phuket holds 23.3% of branded residence supply across Asia-Pacific, making it the single largest market in the region. With 4,771 units already completed and more on the horizon, it outpaces Bangkok (3,250+) and Manila (3,100+).
The branded boom here reflects the broader region’s momentum: Asia now represents a US$26.6 billion share of the branded residence sector. And Phuket’s slice of that pie is only getting bigger.
Phuket’s Pipeline: Rapid Expansion Since 2020
Phuket saw a 179% jump in branded residence launches between 2018–2020 and 2021–2023, with annual supply expanding from 1,175 units to over 2,100.
The total value of branded developments across the island now tops THB 80 billion (US$2.3B), according to C9 Hotelworks.
Key branded clusters include:
• Bang Tao & Layan: home to Banyan Tree, Minor's Kiara Reserve, The Standard
• Kamala: an emerging hotspot for high-end hillside developments
• Cape Panwa & Ao Yon: future-facing enclaves with room for low-density projects
Landmark Developments Bring Brand DNA to Phuket
Branded residences in Phuket are the full expression of brand identity. From Italian fashion houses to heritage hospitality icons, global brands are translating their ethos into architecture, lifestyle, and service in ways that feel native to the island.
Banyan Tree Grand Residences, Laguna Phuket
One of the region’s earliest and most successful examples, featuring beachfront villas, lagoon-facing pools, private butlers, and access to the brand’s exclusive Sanctuary Club.
Anantara Avadina Hills
Ultra-private 4–10-bedroom hillside villas, each with panoramic sea views, private pools, and Anantara-branded wellness and rental services. Starting price: approx. US$7.5M.
Etro Residences
Southeast Asia’s first fashion-branded villas, co-developed with Botanica Luxury and launched as part of the Gardens of Eden master plan. Limited to 8 bespoke homes, each infused with Italian design signatures.
Kiara Reserve by Minor (Layan Bay)
Branded in collaboration with Avani and Anantara, these villas sit within the Minor Hotels ecosystem. Expect signature dining, full rental management, and wellness integration.
The Standard Residences, Bang Tao
Young, design-forward lifestyle brand with hotel-meets-home amenities like rooftop pools, social lounges, and a curated concierge.
Additional players include Wyndham, Sheraton, Sri Panwa, and Dusit Laguna, forming a rich and growing tapestry of resort-branded offerings.
Why Brands and Buyers Are Betting on Phuket
It starts with the obvious: the beaches, the views, the sun-soaked lifestyle. But Phuket’s appeal goes deeper.
The island blends tangible infrastructure like international schools, top-tier hospitals, yachting marinas, and direct global flights, with the kind of soft power that draws discerning buyers.
Global brands recognise the value of planting a flag here. For them, Phuket offers a concentrated market of affluent buyers, plus unmatched lifestyle and landscapes. A canvas for expressing brand identity through design and service.
For investors, the value proposition is equally compelling. Resort-branded villas often come with hotel licenses, unlocking short-term rental income in a way most condos can't. Homes priced between US$1.5M and US$8M hit the luxury sweet spot: high-end, but still accessible to a global elite.
Add limited land scarcity, foreign demand, and a lifestyle that doubles as ROI, and you have one of Asia’s smartest plays.
What It’s Like to Live in a Branded Residence in Phuket
In Bangkok, you’ll find the Porsche Design Tower, an urban statement that matches the city’s vertical energy. In Phuket, branded residences are attuned to the rhythm of island living.
Step inside one of Banyan Tree’s villas and the lagoon views might catch your eye, but it’s the seamless service (a stocked fridge, spa appointment confirmed, the day’s weather waiting on a hand-written note) that makes it feel like yours.
At Avadina Hills, the winding drive leads to a 10-bedroom retreat carved into the hillside. The entrance is framed by sculptural wood and light. A butler awaits. Wellness is woven into the layout, the light, the soundproofing.
Etro’s debut collection in Southeast Asia does what only fashion can: it makes a statement before you even speak. Finishes read like fabric. Stone with pattern, light with mood, proportions tailored with precision. A runway show in residence form.
These homes deliver what global buyers want. Hotel-grade consistency, everyday ease, and a property that reflects who they are. Architecture, service, and setting are all curated to do one thing: extend the brand experience into your daily life.
What’s Next for Phuket Branded Properties
Phuket isn’t slowing down. Upcoming projects like Gardens of Eden, along with expansion plans from hotel giants, point to a new chapter: one where brands untether from hotel anchors and build free-standing branded residences with no transient guests.
Privacy is rising in value. So is personalisation. Expect to see standalone branded villas that feel more like estates than resort rooms. Sustainable construction is moving from a value-add to the standard. And wellness goes beyond spa access – it’s in the airflow, the acoustics, the materials underfoot.
In every sense, the branded homes coming to Phuket are sharper, smarter, and more tailored than what came before.
Brand Atlas is the world’s leading branded residences platform and brand consultancy.
Offering the definitive collection of the finest luxury branded residences in the most coveted locations, we give buyers and brands a unique opportunity to connect in this highly desirable and fast-growing market.Darren Barlow, CEO of Brand Atlas, the project is a blueprint for where ultra-luxury living is headed:
We work exclusively with leading brands, recognising the loyal relationship they share with their international audiences - and the exciting extension of luxury lifestyles through exceptional properties.
Providing an unparalleled and unbiased global overview, we enable buyers to see where their favourite brands are developing residences and to enjoy exploring and experiencing these exceptional properties.
Brand Atlas showcases the world’s finest branded residences on one digital platform, allowing global UHNW buyers access to a definitive collection of properties through a prestige network and top-tier technology.
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