By Marinel E. Peroy
The Philippines has cemented its position as a key player in Asia’s luxury real estate market, ranking second in branded residences supply value with a record-breaking $4.6 billion, according to a report unveiled by C9 Hotelworks at a conference in Ascott BGC, Taguig City.
“The influx of new global branded residences is helping the Philippine real estate market appeal to overseas buyers,” said Bill Barnett, Managing Director of C9 Hotelworks, a leading consultancy in tourism and branded residences.
Asia’s branded residences sector has surged to $26.6 billion, with 68,001 units across the region. Thailand leads with a 23.3% share, followed by the Philippines (17.3%) and South Korea (11.6%). Emerging markets such as Malaysia, Vietnam, and India collectively account for 24.5% of the total market.
At the same time, Barnett said the Philippine market need to diversify amid a domestic slowdown. “Given the current domestic slump, more diversity is needed versus relying purely on the domestic and OFW markets. Learn from Thailand,” he said.
During the forum, a panel of industry leaders discussed the evolving appeal of branded residences beyond luxury service and amenities. Participants included: Bill Barnett, Managing Director, C9 Hotelworks; Cyndy Tan Jarabata, President & CEO, TAJARA Leisure and Hospitality Group; Saowarin Chanprakaisi, Vice President – Business Development, The Ascott Limited; Venessa Koo, Vice President – Business Development, The Ascott Limited; Gianfranco Bianchi, General Manager – Asia Pacific, The One Atelier; Lee Lin, Regional Director – Asia Pacific, NOBU Hospitality; and David Johnson, CEO, Delivering Asia Communications.
“Investors seek more than just top-tier services. Prestige, exclusivity, and long-term value play a major role,” said one panelist.
The conversation also touched on the rise of “global playground cities”—metropolitan hubs where affluent buyers invest in luxury real estate, entertainment, and high-end retail.
“Bangkok, like Miami and Dubai, is a playground city for wealthy collectors of unique real estate products. There is no reason why Manila could not also become a global playground city given its regional access, entertainment, sports, gaming, and lifestyle,” Barnett said.
Barnett also underscored the “third place” concept in retail, referring to spaces that foster community beyond home and work. “Retail forms that third place (i.e., Starbucks), where people gather for social interactions,” he said, emphasizing the role of luxury retail in sustaining in-person consumer spending despite the rise of e-commerce.
The future of branded residences in the Philippines
The Ascott Limited, a pioneer in international branded residences in the Philippines, reaffirmed its commitment to the market.
“The core of our advantage is moving beyond traditional hotel services into branded residences,” said Saowarin Chanprakaisi, Vice President for Business Development.
She highlighted the importance of adaptability and co-locating resources for scalable growth. “We are fully committed to the Philippines in the long term. The strengths of our brands—led by Somerset, Citadines, and Oakwood—will provide the confidence and services required by buyers of internationally branded residences,” she said.
Among hotel groups, Wyndham Hotels & Resorts leads in total branded residences supply with 10,941 units, followed by: The Ascott Limited, Banyan Group, Marriott International, Shangri-La Hotels & Resorts.
With its growing supply of ultra-premium branded residences and strategic positioning as a regional business and leisure hub, the Philippines is poised to attract more high-net-worth investors, reinforcing its role as a rising luxury real estate market in Asia.
