Luxury real estate boom: Dubai outshines London, Miami, Phuket

Dubai: Dubai has officially cemented its position as the world’s branded residence capital, leading a global shift in luxury real estate where lifestyle, prestige, and brand power now rival square footage and skyline views.

According to a new report by Betterhomes, Branded Residences: Dubai vs The World, the emirate is experiencing a meteoric rise in branded residential developments, with over 140 branded projects set for delivery by 2031—more than any other city on the planet. That marks a 160% growth in the segment over the last decade.

The numbers behind the trend are staggering. In 2024 alone, Dubai sold over 13,000 branded homes, generating Dh60 billion in transaction value—a 43% year-on-year increase. Buyers are paying 40% to 60% premiums on branded units compared to standard luxury homes, drawn in by the promise of concierge living, long-term capital appreciation, and the halo effect of globally recognized names.

“High-net-worth buyers are no longer just looking for property. They’re investing in lifestyle, brand value, and long-term growth,” said Christopher Cina, Director of Sales at Betterhomes. “Dubai offers all three, and that’s why it’s outperforming legacy markets like London and Miami.”

Dubai's rise isn’t just about quantity—it's about strategic positioning. While cities like Miami boast ultra-luxury residences (like the Aston Martin Residences fetching up to Dh25,000 per square foot), Dubai offers comparable brand appeal at more competitive prices. For instance, Bvlgari Residences are priced at around Dh10,500 per square foot, while Bugatti Residences command a 237% premium, yet remain within reach for global investors.

Beyond price, Dubai trumps competitors in three key areas:

In contrast, while London's OWO Residences reach Dh20,000 per square foot, tax burdens and red tape dampen investor enthusiasm. Thailand and Spain may offer luxury appeal, but they lack Dubai’s liquidity, speed of execution, and investor-centric ecosystem.

Once the domain of legacy hospitality names like Four Seasons or Ritz-Carlton, today’s branded residence market is a kaleidoscope of luxury labels—from fashion houses to supercar brands. In Dubai, this diversification is on full display:

Master developers like Emaar, Meraas, and Nakheel have also doubled down on brand-centric communities that blur the line between home and lifestyle destination.

As the branded model gains traction, the MENA region is projected to hit 25% market share in branded residences by 2030, with Dubai leading the charge.

Dubai’s real estate surge isn't just about architecture or amenities—it’s about experience. Buyers aren’t just acquiring a home; they’re aligning themselves with an identity. It’s a Bugatti lifestyle, a Bvlgari vision, an Armani address.

That emotional connection is translating into real-world value. With branded residences now representing 8.5% of Dubai’s total real estate transaction value, the trend isn’t slowing down—it’s accelerating.

As the global appetite for branded living grows, one thing is clear: Dubai isn’t just keeping pace—it’s setting the standard. With its unmatched blend of brand integration, investor-friendly environment, and lifestyle innovation, the emirate is not just building homes—it’s building the future of luxury living.

Dubai's branded residence market is no longer an emerging trend—it's a global benchmark. Investors, developers, and lifestyle brands alike are now looking to the city as the blueprint for high-end, brand-powered urban living.