頂級飯店品牌打造奢華住宅新潮流 具有國際飯店品牌加持的住宅物業受歡迎程度持續上升，高端買家在購買第二、第三甚至第四套住宅時，傾向於選擇他們熟悉且信任的品牌。 品牌住宅的市場最初由國際飯店品牌開創，這些品牌至今仍在全球各地享有盛譽。在亞洲地區，日本京都四季酒店住宅 Four Seasons Hotel & Residences, Kyoto、北海道二世谷花園柏悅酒店 Park Hyatt Niseko Hanazono，以及曼谷四季酒店私人住宅 Four Seasons Private Residences Bangkok，其中以曼谷品牌住宅的頂層公寓，在銷售方面一直表現活躍。 根據 LIV 蘇富比國際房地產的布雷克所述，在美國科羅拉多州的 Ritz-Carlton Vail 麗思卡爾頓韋爾酒店自 2010 年開始銷售時，「因其品牌加值而顯現 15% 的溢價」。大約有 40% 的買家來自國際市場，「這些買家對品牌非常依賴且信任」。自 2016年最後一套住宅售出以後，價格已經翻了一番，每單位從 200 萬美元翻漲至 800 萬美元，現在的價格範圍是 400 萬美元 ~ 1,500 萬美元。 現在這個趨勢已擴展到包括時尚品牌和豪華汽車製造商在內的各個領域。 根據 WATG Strategy 房地產設計和顧問公司指出，全球已有超過 700 個品牌住宅開發項目，其中大約有 10 萬套住宅已經完工或處於規劃階段。 於 2023 年 6 月發布第五版的《品牌住宅：概述 Branded Residences：An Overview 》其作者克里斯．格雷厄姆表示，這是關於「品牌延伸」、「業主可以全天沉浸在他們喜愛的品牌中。」 克里斯．格雷厄姆是倫敦 Graham Associates 行銷公司的董事總經理，他指出在 2016 年發布該報告的第一版時，「品牌住宅還相對罕見」。如今，它已經成為主流模式，一種三贏的模式，因為它使買家、運營商和開發商都受益。 品牌住宅的吸引力之一在於，它們通常擁有度假村等級的設施，包括餐廳、酒吧、客房清潔和禮賓服務、抵達前的食品採購，以及兒童和寵物照顧服務，這些設施吸引可能不是長久居住者，但是希望能有人替他們處理雜事的買家。其他好處包括屋主不在當地時，房屋能受到良好的維護及管理，並可以將房屋出租，其租金用以彌補維護成本。 在美國，邁阿密一直是奢華品牌住宅市場的主要樞紐。在知名的陽光島海灘 Sunny Isles Beach ，品牌住宅包括保時捷設計大樓 Porsche Design Tower、亞曼尼卡薩精品豪邸 Residences by Armani Casa ，以及即將完工的賓利海濱豪宅 Bentley Residences。賓利品牌豪宅將擁有 62 層樓，外觀採用英國汽車製造商的標誌性菱形圖案。保時捷大廈於 2014 年動工、 2017 年開業，配置用於乘載整輛汽車的電梯，可讓司機和私人車輛直接到府等候的專屬獨家服務。在邁阿密市中心，擁有 391 個單位的奧斯頓．馬丁頂級奢華品牌豪宅 Aston Martin Residences 幾乎銷售一空。 「品牌住宅已成為主流模式，這種模式帶來了三贏局面，既使買家、運營商和開發商都受益。」 《 Branded Residences：An Overview 品牌住宅：概述》的作者克里斯．格雷厄姆。 文章節錄自 蘇富比國際房地產 Luxury Outlook           Branded Residences Go Beyond Hotels The popularity of branded residences continues, with high-end buyers looking to companies they know and trust when buying their second, third, and fourth homes. The sector got started with hotel brands, which remain popular all over the world. In Asia, sales have been brisk at Four Seasons Hotel & Residences, Kyoto; Park Hyatt Niseko Hanazono, and Four Seasons Private Residences Bangkok, including a penthouse at the latter property. In the U.S., the Ritz-Carlton Vail in Colorado, “ saw a 15% premium because of its brand name, ” since sales began in 2010, according to LIV Sotheby’s International Realty’s Blake. About 40% of buyers were international, he says, and “that demographic really relies on and trusts the brand.” Blake says prices have more than doubled since the last original residence sold in 2016—units that were for US$2 million to US$8 million are now from US$4 million to US$15 million. But now the trend has expanded to include everything from fashion houses to luxury carmakers. Worldwide there are more than 700 branded residential developments, with some 100,000 total homes either completed or in the planning stages, according to real estate design firm and consultancy WATG Strategy. It’s about “ brand extension, ” says Chris Graham, author of the “ Branded Residences: An Overview ” report, the fifth edition of which was released in June 2023. “ Owners can be immersed 24/7 in a brand they love. ” When he published the first edition of the report in 2016, “ branded residences were a bit of a rarity, ” says Graham, managing director of the London-based Graham Associates marketing firm. “ Now it has become a mainstream model, a model that’s a triple-win situation in that it benefits buyers, operators, and developers. ” As part of their appeal, branded residences tend to have resort-level amenities, including restaurants and bars, housekeeping and concierge services, pre-arrival food shopping, and child- and pet-care services — all amenities that appeal to those who may not live there full time and want errands handled for them. Other benefits include a lock-and-leave option, with the home maintained and serviced in the owner’s absence, and an option to put the home into the building’s rental pool to offset maintenance costs. In the U.S., Miami has been the primary hub for the luxury branded residences market. In Sunny Isles Beach, branded residences include a Porsche Design Tower, Residences by Armani Casa, and the forthcoming Bentley Residences, which will feature 62 floors and an exterior of recessed glass in the British automaker’s signature diamond-in-diamond quilted design. The Porsche tower, which broke ground in 2014 and opened in 2017, offers a car elevator that takes drivers and their cars right up to their homes. In downtown Miami, the 391-unit Aston Martin Residences nearly sold out. “ It has become a mainstream model, a model that’s a triple-win situation in that it benefits buyers, operators, and developers.” Chris Graham Author of “Branded Residences: An Overview” Source: Sotheby's International Realty.