Greece emerges as a leading destination for branded residential developments

According to Savills’ latest international report, Branded Residences 2026/2027, Greece is identified alongside Turkey, Portugal and Spain as one of the markets underpinning the growth of Southern Europe, a region that has now established itself as one of the world’s leading destinations for the development of branded residential projects.

This development is particularly significant for the Greek real estate market, as the expansion of branded residences is closely linked to growing demand for high-end holiday homes, increased international tourism investment and the opportunity to combine hotel facilities with private residential properties.

Southern Europe Among the Leading Investment Destinations

According to Savills, Southern Europe currently has 89 completed branded residential developments, with a further 111 projects in the development pipeline. If all planned projects are completed, the region’s total supply will reach 200 developments, representing an increase of approximately 125% compared with current levels.

The market stands out from other regions worldwide because its growth is not dependent on a single country. Instead, it is supported by a broad network of Mediterranean destinations. According to Savills, this geographical diversification is one of the region’s key competitive advantages.

For Greece, this trend creates opportunities for both large-scale tourism developments and smaller luxury residential projects targeting international buyers.

A 40% Premium for Holiday Homes

One of the report’s key findings concerns the additional value generated by associating a residential property with an internationally recognised brand. Globally, branded residences command an average premium of 38% over comparable non-branded properties, up from 33% in 2025.

In resort developments, the corresponding premium reaches 40%, highlighting the commercial value added by professional property management, access to hotel services and affiliation with an internationally recognised brand.

Even more significant differences are observed in emerging markets, where fewer than three branded residential developments are currently operational. In these markets, the average premium reaches 61%, compared with 30% in emerging urban markets and 28% in mature markets. However, analysts point out that higher selling prices do not necessarily translate into higher profitability.

A Shift Towards Resorts and Second Homes

The market’s shift towards holiday destinations represents one of the most significant structural changes highlighted in the report. In 2018, urban developments accounted for 74% of the global branded residences market. Today, completed resort developments represent 49% of the market. This trend is expected to continue, with resort developments projected to outnumber urban projects globally by 2029.

In Europe and the Asia-Pacific region, more than 60% of new projects are already being planned in resort destinations.

European Market Set to Grow by 111% by 2040

Savills forecasts that the European branded residences market will expand by 111% by 2040, based on existing supply and projects currently in the development pipeline. In 2026, annual growth in Europe is projected to reach 25%, slightly exceeding the global average of 24%.

The strongest growth potential is expected in the Middle East and Africa, where the market is forecast to expand by 255% by 2040. In Asia-Pacific, growth is estimated at 125%, while the Caribbean and Latin America are expected to record increases of more than 200%. Globally, the market is moving towards more than 2,000 completed and pipeline developments across over 100 countries.

Major Hospitality Groups Strengthen Their Presence

Marriott remains the world’s largest operator in the sector, with more than 350 completed and planned projects by 2040, almost twice as many as Accor. Leading hotel brands in the sector include Ritz-Carlton, Four Seasons, St. Regis and Mandarin Oriental.

However, the market is expanding beyond traditional hospitality brands. Companies operating in fashion, design and automotive industries are establishing their own presence in the residential sector. Notable examples include Pininfarina, Fendi, Elie Saab and Tonino Lamborghini.

Currently, 78% of branded residential projects are affiliated with hotel brands, while the remaining 22% are associated with non-hospitality brands. At the same time, the European market is moving towards an even greater concentration in the luxury segment. Luxury projects account for 54% of existing supply, a share that rises to 63% in the development pipeline.

The Next Generation of Development Models

The report also identifies an emerging trend: the gradual decoupling of branded residences from the requirement to be integrated with a hotel. Currently, 36% of new projects worldwide comprise standalone residential developments, compared with 33% in the previous year.

In parallel, the development of branded residences dedicated exclusively to long-term rentals is being explored, following the evolution of the Build-to-Rent model.

Furthermore, more than half of all completed branded residential projects already offer rental programmes, highlighting the importance of income-generating potential as a key component of the product offering.

The next generation of developments is also incorporating wellness, preventive healthcare and longevity services, integrating amenities and facilities that, until recently, were primarily associated with specialised resorts.