Sunday, June 15, 2025
At the 2025 Future Hospitality Summit, held in Riyadh, Saudi Arabia, Accor’s Daniel von Barloewen, the CEO of Luxury Brands & Residences, discussed the significant rise of branded residences in Saudi Arabia and global hospitality trends. With tourism and real estate development booming in Saudi Arabia, the summit provided a platform for industry leaders to explore the intersection of luxury hospitality and real estate development. As the Kingdom of Saudi Arabia positions itself as a leading tourism and business hub, the growth of branded residences is a testament to its ambition to attract high-end investors and travelers from around the globe.
Branded Residences: A Key Growth Area for Saudi Arabia
Branded residences have become one of the fastest-growing segments of the real estate market in Saudi Arabia. These luxury properties, which are typically developed in collaboration with well-known hotel brands, offer homeowners a range of services such as concierge, housekeeping, and exclusive amenities. According to Daniel von Barloewen, the branded residences market in Saudi Arabia is poised for further expansion, with Accor leading the charge.
At the Future Hospitality Summit, von Barloewen outlined Accor’s strategic plans for growth in Saudi Arabia, where the company has been rapidly expanding its portfolio. Accor is already a key player in the hospitality sector, operating several iconic hotel brands such as Sofitel, Fairmont, and Raffles. With the Kingdom’s Vision 2030, which seeks to diversify the economy and reduce its dependence on oil, Saudi Arabia has been investing heavily in the tourism and real estate sectors.
In his address, von Barloewen emphasized that branded residences in Saudi Arabia are particularly appealing to high-net-worth individuals who seek not only luxury living but also a seamless blend of hotel services and the privacy of homeownership. Branded residences offer a unique value proposition, combining the security and prestige of world-renowned brands with the comfort and convenience of private residences.
Saudi Arabia’s Vision 2030 and the Growth of Hospitality
Saudi Arabia’s Vision 2030 plan is a key driver behind the growth of branded residences in the country. As part of the Vision, the Kingdom aims to transform its tourism sector, with a goal to attract 100 million visitors annually by 2030. This ambitious target includes significant investments in infrastructure, culture, and hospitality. The development of branded residences is seen as a strategic move to enhance the appeal of the Kingdom to global investors and expatriates who are looking for high-end living options.
The government of Saudi Arabia has also been facilitating the growth of the hospitality sector by introducing new regulations and incentives. These include tax benefits for international investors, streamlined visa processes, and support for the development of mixed-use projects that integrate residential and commercial spaces. Cities such as Riyadh, Jeddah, and Neom are at the center of this growth, with luxury developments and branded residences emerging as major attractions for both local and international buyers.
Global Trends in Branded Residences
The rise of branded residences is not limited to Saudi Arabia. Across the globe, the trend is gaining momentum as affluent individuals seek out luxury homes that provide hotel-like services and amenities. From New York to Dubai, and London to Paris, branded residences are becoming synonymous with the pinnacle of luxury living.
Daniel von Barloewen shared insights into how this trend is reshaping the global real estate landscape. In many of the world’s leading cities, branded residences are often associated with iconic hotel brands such as Ritz-Carlton, Four Seasons, and Mandarin Oriental. These properties are designed to meet the needs of the ultra-wealthy, offering them unparalleled luxury, security, and exclusivity.
In markets such as Dubai, branded residences have been growing rapidly, with developers aligning themselves with some of the most recognized hospitality brands to offer exceptional living experiences. In the United States, cities like Miami and Los Angeles have seen a surge in branded residences, particularly in high-demand areas where there is a strong appetite for luxury living combined with top-tier services.
As von Barloewen pointed out, the success of branded residences globally is due to the increasing demand for luxury, security, and convenience. High-net-worth individuals are increasingly looking for residences that offer more than just a place to live—they want experiences that are tailored to their needs, with services that go beyond traditional residential offerings.
Accor’s Role in the Global Branded Residences Market
Accor, one of the world’s largest hotel groups, is positioning itself as a leader in the branded residences market. The company has been expanding its luxury and lifestyle portfolio, which includes brands like Raffles, Fairmont, and Sofitel, to cater to the growing demand for luxury living experiences.
Accor’s strategy is to integrate branded residences with its global hotel network, allowing for a seamless transition between hotel stays and long-term residence. This is particularly appealing to investors and affluent buyers who desire flexibility and the assurance of world-class service.
In his speech at the Future Hospitality Summit, von Barloewen revealed that Accor plans to increase its branded residences offering by leveraging its global network. This growth will be facilitated by strategic partnerships with real estate developers and local authorities in key markets, including Saudi Arabia, the UAE, and beyond. Accor is already seeing strong demand for its branded residences in the Middle East, where economic growth, rising tourism, and a shift toward luxury living are driving interest in high-end properties.
Future Prospects for the Branded Residences Market
As the global economy recovers and high-net-worth individuals continue to seek exclusive, hassle-free living options, the branded residences market is expected to continue its upward trajectory. The trend of combining luxury living with hotel services is likely to expand further, particularly in emerging markets such as Saudi Arabia, where rapid urbanization, infrastructure development, and Vision 2030 initiatives are creating a fertile environment for luxury real estate.
Accor’s expansion in branded residences is expected to be one of the key contributors to the growth of the global hospitality and real estate sectors in the coming years. With Saudi Arabia at the center of this expansion, the Kingdom is poised to become a global leader in luxury branded residences, attracting investors, tourists, and expatriates from all over the world.
Conclusion
The rise of branded residences in Saudi Arabia, as discussed by Accor’s Daniel von Barloewen at the Future Hospitality Summit 2025, is part of a larger global trend in luxury real estate. With the Kingdom’s Vision 2030 driving substantial growth in the tourism and hospitality sectors, branded residences are set to play a critical role in Saudi Arabia’s economic diversification strategy. As Accor and other global hospitality giants continue to expand their branded residences offerings, the future of luxury living looks brighter than ever, both in Saudi Arabia and around the world.
