The next chapter in luxury property

A rapidly expanding global property sector is creating one of New Zealand’s most significant opportunities for developers, investors, hotel operators and globally mobile capital, with branded residences emerging as the next frontier in luxury real estate.

Recognising the sector’s growing potential, Bayleys Real Estate has established a dedicated Branded Residences capability bringing together specialist expertise to advise developers, capital partners and buyers as international demand turns to New Zealand.

The announcement follows the release of new Bayleys research examining the opportunities branded residences present locally.

Bayleys General Manager - Residential Projects & Branded Residences, Gavin Lloyd, says that while branded residences have become the fastest-growing segment of luxury real estate globally, the concept remains relatively untapped in New Zealand.

“Traditionally centred around luxury hotels with attached private residences, the model has evolved considerably. Today it includes everything from resort communities and residential-led developments with hotel management through to luxury apartment schemes incorporating concierge services, wellness facilities and hospitality partnerships.”

That evolution reflects broader shifts in global wealth creation and residential demand.

Bayleys’ strategic partner, Knight Frank’s latest Wealth Report, shows private capital has become the dominant force in global real estate investment, with a rapidly expanding population of ultra-high-net-worth (UHNW) individuals driving demand for premium assets that support flexible, multi-jurisdiction lifestyles.

Lloyd says this coincides with geopolitical uncertainty, changing tax regimes and increasing capital mobility, encouraging many wealthy families to diversify where they live and invest.

“New Zealand’s political stability, transparent tax framework and refreshed Active Investor Plus (AIP) visa pathway, which has already attracted almost NZ$4bn of capital either invested or committed, are strengthening the country’s appeal among internationally mobile investors.”

Bayleys National Director - Residential Projects, Suzie Wigglesworth, says the opportunity extends well beyond luxury apartments.

“Branded residences sit at the intersection of hospitality, residential development and global private wealth. They create value for developers seeking product differentiation and pricing, hotel operators expanding their platforms, and buyers looking for security, service and long-term lifestyle flexibility.

“Internationally, branded residences consistently command a price premium because purchasers are buying far more than a home. They are investing in professionally managed communities, trusted brands, exceptional amenities and experiences that increasingly define luxury living.”

For developers, the model can unlock higher values, broaden funding opportunities, and strengthen project feasibility, particularly as mixed-use developments reconsider how hotel, residential, and lifestyle components interact.

Lloyd says Bayleys is already working alongside developers on early-stage concepts in Auckland and Queenstown, where branded residences are providing a compelling alternative for projects seeking greater market differentiation.

“Globally, this asset class is well-understood. In New Zealand, however, education remains just as important as the market develops.

“Buyers increasingly want professionally managed, turn-key homes offering concierge services, security, wellness facilities, and genuine lock-and-leave convenience. Many already own commercial and industrial property and increasingly are now seeking residential assets that combine lifestyle with operational simplicity.”

Supported by its international partnerships with Knight Frank and Australian partner McGrath, together with its national reach and specialist Projects expertise, Bayleys is positioning itself to connect global capital with local development opportunities.

The firm's capabilities are already extending beyond New Zealand, with the recent launch of a branded residence development in Fiji, in partnership with international real estate developer Kerzner, under its One&Only brand.

“Branded residences are becoming an increasingly important part of the global luxury property landscape,” says Lloyd. “New Zealand has the fundamentals to participate in that story, and our role is to help developers, investors and international partners capitalise on the opportunity.”