Property experts believe that branded residences will have a special place in the real estate industry because of their unique offerings as well as the attention to detail and quality service provided. These products appeal particularly to high-net-worth individuals (HNWIs) with discerning tastes and who are willing to pay a premium for a luxury lifestyle. From a transactional standpoint, property experts believe branded residences will continue to see steady demand despite the Covid-19 pandemic and ongoing economic challenges, especially those with strong brand names. “The traditional branded concept is a hotel-led development with integrated or linked residences. They naturally benefit from the hotel brand (quality), management (smooth running) and services (luxury). In essence, this gives the owner the comfort and permanence of a home but with the full benefits and luxury of a five-star hotel,” says Knight Frank Malaysia associate director of international project marketing Dominic Heaton-Watson.