Purchasers of branded residences are a diverse group, yet some commonalities often characterize these buyers across different locations and market conditions. Based on a survey of our global network, buyers of branded residences display distinct demographic trends that set them apart from those opting for non-branded properties.

A notable trend among buyers of branded residences is their age; these purchasers tend to skew slightly older. Most respondents indicated that the majority of branded residence buyers are over the age of 40. This trend likely reflects the higher investment required and the lifestyle aspirations that branded residences fulfill, which align well with individuals who have established their careers and financial bases and are now looking to invest in a luxurious, service-rich living environment.

However, certain locations like Greece and Portugal—both popular resort markets—show a broader age range among buyers, including younger demographics. This variation suggests that while the overall trend skews older, the appeal in resort areas can attract younger buyers looking for vacation homes or lifestyle investments that promise both luxury and a potential rental income.

The international appeal of branded residences is strong, with the survey revealing that on average, 76% of buyers are international. This is particularly pronounced in traditional hubs for branded residences, where the integration of global brand recognition with high-end real estate attracts a worldwide clientele. The international nature of these purchases underscores the global appeal of luxury brands and their ability to draw affluent buyers from across the world.

However, recent shifts have occurred due to pandemic-related travel restrictions, increasing the number of domestic buyers, particularly in places like New York City and Australia. These locations have reported a higher proportion of local buyers, reflecting the constraints on international travel and a growing preference among domestic buyers to invest in luxury properties within their own countries.

When compared to buyers of non-branded properties, those opting for branded residences tend to be more international, regardless of the pandemic's impact. This distinction highlights the unique selling proposition of branded residences, which not only offer luxury real estate but also an enhanced lifestyle supported by a renowned brand's service and amenity offerings. The international profile of these buyers illustrates the broad appeal of branded residences as more than just homes, but as key components of a global lifestyle that resonates with affluent buyers around the world.

In summary, buyers of branded residences are typically older, more likely to be international, and are drawn by the superior amenities and services that these properties offer. While the pandemic has influenced buyer demographics, shifting some focus toward domestic markets, the overall global appeal of branded residences remains strong, driven by their association with luxury, convenience, and a high standard of living.