Branded Residences: the segment redefining European luxury
Introduction
The latest Savills Global Residential Development Consultancy — Branded Residences: Portugal Snapshot 2025 study confirms what major investors have already realized: Portugal is the European country with the most branded residences projects in the pipeline for the next five years — and is at the center of a luxury real estate revolution.
As a consultant with over 35 years of experience in real estate and an Ando Living partner in Brazil, I closely follow this transformation. The Savills study brings data that confirms what we observe in practice: the sophisticated investor no longer wants just a property. They want a complete experience, with professional management, financial returns, and a hotel-standard lifestyle.
Key Numbers from the Savills Study
- By 2031, Portugal will have 1,200+ more units of Branded Residences across 15 new projects
- 33% average premium over non-branded properties in Europe
- Resorts represent 72% of the 11 developments already operating in the country
- 180% growth in branded residences projects expected in Europe by 2031
- Lisbon ranks 2nd in Europe in number of urban projects, behind only London
Europe: third most active market, with 180% growth
According to Savills, Europe was the third most active market for branded residences in 2024, after North America and Asia-Pacific, representing about 18% of the international network. But what is most impressive is the growth outlook: the sector is expected to see a 180% increase in projects by 2031.
Portugal stands as the European country with the most projects in the pipeline for the next five years, with a focus on the Algarve — which will have seven new projects and over 800 units — and Lisbon, with four new projects and 174 units. Comporta emerges as the next reference destination in the segment, according to Savills.
Portugal vs Spain: larger-scale projects
Neighboring Spain shows similar numbers to Portugal, both in completed and under-development projects. However, Savills highlights a crucial difference: out of a total of 25 projected schemes in each country by 2031, Portugal has larger-scale projects, with a total number of residential units of approximately 2,300, compared to Spain's 1,300.
The supply in Portugal is diverse, including golf resorts like the Viceroy at Ombria Algarve, and cosmopolitan urban projects like the Hyatt Regency Lisbon. A rising trend is "non-hotel" brands, currently representing 21% of the segment — with Karl Lagerfeld and YOO Studio projects both under development in Lisbon.
Why the 33% premium makes sense
Savills data shows that branded properties command an average premium of 33% over comparable non-branded properties. In resorts, this premium can reach 39%. What justifies this difference?
- Hotel-standard professional management integrated into the property
- Association with recognized global brands that guarantee quality and liquidity
- Services such as 24h concierge, spa, gym, high-end common areas
- Rental pool that generates income when the owner is not using the property
- Interior design by international studios (such as AvroKO, Ando Living's partner)
- Consistent appreciation above the non-branded market over time
"Branded residences in Portugal are not just an investment — they are an access pass to a European lifestyle, with professional management and appreciation above the conventional market."
— Alex Kühne · Your Broker Portugal
Ando Living: the brand positioning Portugal on the global map
In the European landscape, Ando Living — developed by Optylon Krea — has emerged as one of the most relevant players. With established presence in Lisbon (São Nicolau, Santa Justa, Douradores) and Porto, and planned expansion to Madrid and London, the brand combines operational excellence with genuine local identity.
The Ando Living group currently manages over 2,000 apartments in Europe, with revenue that grew 94% since 2022. With €67 million raised by the Prima Europe Fund and managed by Stag Asset Managers, the goal is to reach 6,000 units in seven countries by 2028.
Ando Living was founded in 2019 by Hakan Kodal, Charles Wanecq and William Tonnard — bringing together decades of experience in real estate development, private equity and hotel asset management. Each project is developed focusing on three pillars: benchmark architecture, boutique-standard operations and local cultural relevance.
The Brazilian investor and the European window
For Brazilian investors seeking international diversification, the European landscape of 2026 offers a rare combination: rapidly expanding market, asset with proven appreciation premium, income during non-use periods, and — in the case of Portugal — a cultural and linguistic bond that facilitates the entire journey.
In my role as Ando Living's partner in Brazil, I have been working with sophisticated investors who understand the value of this equation: assets in strong currency, professional management by a global brand, and liquidity above the average of the conventional European market.
As Paula Sequeira, Head of Consultancy & Valuation at Savills, highlights: "The outlook for this market in Portugal remains very optimistic, with an extraordinary growth rate forecast for the next five years, reflecting investor and user confidence."
The Savills study is not just a market report — it is a strategic map for those who want to be positioned in the segment that will define European luxury real estate in the next decade.
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Source: Forbes Portugal · Savills Global Residential Development Consultancy – Branded Residences: Portugal Snapshot 2025
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