Branded, resort-style residences on the rise

Branded real estate and resort-style residences are gaining momentum in the Philippine market. As buyer preferences evolve, more developers are collaborating with global hotel chains and building resort-themed projects to meet growing demand.

Cyndy Tan Jarabata, president of Tajara Leisure and Hospitality Group Inc. and chairperson of the Philippines Property Awards, explained that branded residences are highly sought after. She cited their strong growth potential and their appeal as prestigious investments. Jarabata noted that these properties are expanding beyond central business districts to resort destinations, attracting sophisticated investors.

She added that branded residences are expanding from the capital to underserved markets and hubs across the country. Jarabata also highlighted that the increasing affluence and disposable incomes in the Philippines have encouraged international brands to partner with local developers, drawing in high-net-worth foreign buyers who are collecting branded residences in the region.

Jarabata disclosed that homegrown developers are also expanding and establishing their own names in the branded residences sector, rather than solely relying on international chains. These local developers offer "international grade yet affordable" options, infused with Filipino culture.

Beyond branded properties, developers are increasingly building resort-style communities. This trend is supported by infrastructure improvements in growth areas outside Metro Manila, Metro Cebu, and Metro Davao.

While there's a clear and growing demand for open spaces, easy connectivity to urban areas, as well as the availability of utilities and basic facilities, remain a priority for property seekers.

The success of themed communities also relies on the progress of the local tourism industry.

Jarabata pointed out that despite international arrivals reaching almost 6 million, demand is thriving due to high numbers of domestic travelers, particularly affluent Filipinos. These travelers are interested in tourism-driven and resort-integrated projects, either as second homes or investment assets.

She added that this trend is clearly reflected in their awards, which have diversified over the years to recognize residential properties in prime locations, such as waterfront properties and those with amenities that support a leisurely, relaxed lifestyle.

Jarabata was referring to the PropertyGuru Philippines Property Awards, which recognizes real estate developers showcasing exceptional quality, design, and innovation. First launched in Thailand in 2005, the PropertyGuru Property Awards series is a widely respected and trusted platform that highlights the achievements and innovations of developers throughout the region.

The Philippine edition has been around since 2013. From nearly 20 categories that year, it now gives out accolades for over 80 categories, including awards for social impact, sustainable design, sustainable construction, and energy efficiency.

Jarabata explained that the awards influence the real estate industry by serving as trustworthy benchmarks of quality. She emphasized that these accolades motivate developers to avoid mediocrity, continuously innovate, and strive for excellence.

Striving for high quality benefits consumers

Every golden statuette a developer receives serves as a reminder to always strive for high quality. This, in turn, benefits consumers, investors, and agents who have more first-rate choices for living, working, playing, and investing.

Jarabata advised that to stand out in a competitive market, new developers and hospitality investors should concentrate on creating unique, sustainable and guest-centric experiences.