Written by: Dimitris Manikis, President, Europe, Middle East, Eurasia, and Africa (EMEA), Wyndham Hotels & Resorts.
Branded residences have exploded in popularity. Between 2014 and 2024, the sector expanded by over 180%, and there are more than 1,600 schemes forecast by 2030. This is according to Graham Associates' latest Branded Residences report, which attributes this growth to changing work patterns and lifestyle priorities that value flexibility, wellness and experiential living.
While luxury brands have traditionally dominated this space and still account for around two thirds (67%) of the market, a significant opportunity is emerging in the premium and upper midscale segments. These segments are projected to grow from 25% to 36% of the market by 2031, driven by consumers seeking quality experiences at more affordable price points without compromising on service excellence or brand reliability.
We recognised the shifting landscape early. Our strategy focuses on democratising luxury through an established portfolio of trusted brands in the premium economy and upper midscale markets. This positioning allows us to serve the growing segment of discerning buyers who want international quality standards and exceptional experiences, but at more accessible levels than ultra-luxury alternatives.
Indeed, we are leveraging our extensive global presence and proven franchise model to deliver what we call ‘accessible luxury’ – maintaining the high standards and reliability associated with global hospitality brands while providing leisure real estate developers and buyers with more flexible commercial terms and authentic local experiences.
Wyndham's model in action
An ever-expanding portfolio of established properties showcase how our different brands can create distinct lifestyle experiences which are tailored to specific markets and buyer preferences.
For instance, Wyndham Residences The Palm stands as our flagship beachfront success, offering luxury apartment-style living with private beach access on one of Dubai's most prestigious artificial islands. The property exemplifies our ability to deliver premium amenities, including spa services, fitness facilities and concierge services, while maintaining a personalised touch that defines the Wyndham experience.
Wyndham Residences Alvor Beach reflects our success in European leisure markets. This 149-room property combines the charm of traditional Portuguese coastal living with modern amenities and is situated a matter of steps from the Algarve's golden beaches.
In Tenerife, Wyndham Residences Costa Adeje offers families and long-term residents access to one of Europe's premier island destinations, with facilities designed for both relaxation and active lifestyles, from heated pools to kids' clubs and much more.
One our most distinctive operational successes may be Wyndham Residences Aqkol in Kazakhstan. This is an adults-only wellness resort set within a private forest and demonstrates our ability to create unique, experiential concepts that go beyond traditional hospitality to offer transformative lifestyle experiences.
Further afield in the United States, meanwhile, our presence has been built on successful partnerships that extend our Owner-First philosophy into residential development. Our partnership with Reside has introduced Wyndham Residences to key US markets, including downtown Seattle and Houston, with properties that offer contemporary residence-style accommodations for extended stays. This complements our broader extended-stay portfolio, including WaterWalk Extended Stay by Wyndham, which is all about serving guests who require flexible, longer-term accommodation solutions.
What does the development pipeline look like?
Looking ahead, there is a lot to be excited about in the residences space across EMEA.
Our growth in Europe continues apace as well. Wyndham Residences Piraeus Marina Zeas, scheduled to open in December 2025, represents a €25+ million waterfront project featuring 72 luxury serviced apartments with unobstructed sea views. Located next to Tourism Marina Zeas, the property positions residents at the gateway to Greece's islands and offers premium amenities as well as multipurpose event facilities.
Wyndham Grand La Cala Golf Residences, situated on Spain's Costa del Sol, is set to open April 2026. This development is comprised of 58 contemporary luxury townhouses that come fully furnished with bespoke packages and offer residents access to three championship golf courses, a wellness centre and concierge services that epitomise the Wyndham Grand experience.
Beyond a trend
The convergence of hospitality expertise with residential living marks a shift in how more and more people want to experience their homes.
Wyndham recognises how hotel expertise can enhance residential living through professional property management, concierge services, housekeeping, wellness facilities and the operational excellence that hospitality brands are built on. These services transform residences from simple accommodation into comprehensive lifestyle solutions.
Our Owner-First ethos, which has driven our success in hospitality franchising, translates directly to the residential sector. We provide developers with the tools, support and flexibility they need to succeed while ensuring residents receive consistent high-quality experiences.
As we look to 2026, we see continued expansion opportunities across EMEA as the branded residences market matures, and our diverse portfolio of 25 brands allows us to respond to varied market conditions and buyer preferences.
The key to our continued growth lies in understanding that branded residences represent the intersection of real estate investment and lifestyle aspiration. Success requires not just strong brands, but the operational expertise to deliver on brand promises long after developers have moved on to new projects.
As Europe's hospitality market is projected to grow to well over $130 billion by 2029, and with air passenger numbers rising by 5.5% year-on-year in 2025, the fundamentals supporting branded residences development remain robust. Our focus on the premium and upper midscale segments positions us to capture this growth by serving the evolving needs of modern residents who seek both accessibility and excellence.
The future belongs to brands that can successfully blend international standards with local relevance, operational excellence with personal touch, and investment value with lifestyle enhancement. At Wyndham, we're building that future across EMEA, one residence at a time.
For more information about Wyndham's branded residences opportunities, visit www.wyndhamresidencesemea.com.