Branded residences boost Philippine real estate industry  

The Philippines is emerging as a key player in the global branded residences market, attracting luxury brands and international investors despite a domestic real estate slowdown.

According to a recent report by C9 Hotelworks, the country recorded a supply value of $26.6 billion, making up 17.3% of the regional market with 68,001 branded residential units. Thailand leads the sector with a 23.3% share, while South Korea follows the Philippines at 11.6%.

“Branded residences are helping the Philippine real estate market appeal to overseas buyers. Given the current domestic slump, more diversity is needed rather than relying purely on the domestic and OFW markets. We should take cues from Thailand,” said Bill Barnett, managing director of C9 Hotelworks.

The report highlights Metro Manila as the country’s primary hub for branded residences, accounting for 18 properties and 6,246 units. Other emerging destinations include Cebu, Boracay, Davao, Palawan, and Bohol, reflecting the sector’s expansion into both urban and leisure markets.

In terms of market value, the Philippines ranks second in the region at $4.6 billion, following Thailand. The trend mirrors developments in Thailand, where high-end projects, such as Porsche Design Tower Bangkok, have brought new energy to the urban luxury real estate market, commanding prices of up to $30,000 per square meter.

“Bangkok, like Miami and Dubai, has become a playground city for wealthy collectors of unique real estate products. Manila has the potential to do the same, given its regional access, entertainment, sports, gaming, and lifestyle offerings,” Barnett added.

Luxury real estate brands are also strengthening their presence in the Philippines. The Ascott Limited, a pioneer in branded residences with over two decades in the country, remains optimistic about the sector’s long-term growth.

“We are fully committed to the Philippines and believe our brands—led by Somerset, Citadines, and now Oakwood—will provide the confidence and services needed by buyers of internationally branded residences,” said Saowarin Chanprakaisi, vice president for business development at The Ascott Limited.

With global investors showing increasing interest, experts predict that the rise of branded residences will help the Philippine real estate sector evolve, making it more competitive in the region.