Citing Savills’ Branded Residences 2025-2026 report, the magazine said Vietnam has more than 50 branded residence projects associated with 34 international brands, ranking fourth globally by project count, behind the US, Saudi Arabia and Mexico. This is seen as a notable step, reinforcing Vietnam’s position in the global high-end property segment.

Within Southeast Asia, Vietnam holds a clear lead. Data from hospitality consultancy C9 Hotelworks show the country accounts for 41% of branded residence projects under construction in Asia, the highest share in the region. This growth comes more than two decades after early developments such as Four Seasons Nam Hai in Quang Nam province and Hyatt Regency Da Nang in Da Nang city laid the foundation for the segment.

Previously concentrated in resort destinations, the trend has expanded into major urban areas. In Ho Chi Minh City, large-scale projects include Grand Marina Saigon, developed by Masterise Homes in partnership with Marriott International and JW Marriott, and The Rivus, comprising 121 ultra-luxury villas under the Elie Saab brand.

In Hanoi, international brands are increasingly visible, including The Ritz-Carlton Residences, Hanoi at The Grand, marking further development of the segment in the high-end urban market.

Coastal tourism destinations continue to attract major projects such as InterContinental Residences Ha Long in Quang Ninh province, Regent Phu Quoc and Park Hyatt Phu Quoc in Kien Giang province. According to Savills, three major groups, Marriott International, IHG Hotels & Resorts and Accor, account for around 40% of Vietnam’s branded residence market.

A notable trend is the rapid rise in domestic demand. According to property consultancy Knight Frank, buyers were mainly foreign investors in the past, but domestic middle- and upper-income groups are now becoming a key customer base, particularly in major cities.

Experts say branded residences in Vietnam are no longer limited to investment or rental purposes, but are becoming a lifestyle choice. Buyers are placing greater emphasis on brand, service quality, safety and long-term value, criteria commonly seen in developed markets such as Singapore, Bangkok and Dubai.

In the near term, the market is expected to expand further with around 30 new projects, concentrated in Ho Chi Minh City, Hanoi and key tourism areas such as Phu Quoc, Cam Ranh and Ha Long. These factors are expected to further strengthen Vietnam’s position in the global high-end property market.

Vietnam is one of potential markets for branded residences

Vietnam is among the four markets with potential growth in branded residences segment, according to a global Savills report.