Where Hospitality Meets Home: The Rise of Standalone Hotel Residences 

For years, branded residences have been synonymous with luxury, seamlessly integrating five-star hospitality with private homeownership. While traditionally developed alongside hotels, a compelling shift is underway: the rise of standalone branded residences. This evolution is being embraced by discerning buyers who seek the privacy, security, prestige, service, and assurance of a globally recognized brand without the transient nature of a hotel.

The momentum behind standalone branded residences is undeniable. Buyers who have long aligned with the ethos of luxury hotel brands, whether through frequent stays, loyalty programs, or an affinity for the brand’s lifestyle, are seeking deeper, more permanent connections. This is particularly true in key markets such as the United States, where we see increasing demand from affluent individuals who wish to extend their brand experience beyond travel and into daily life.

Photo: Courtesy of Mandarin Oriental

Brand loyalty plays an essential role in this trend. At Mandarin Oriental, we’ve seen this firsthand—buyers who have spent years enjoying our hotels are drawn to the familiarity of our exceptional service standards, design approach, and wellness philosophy.

Our projects in key destinations like Fifth Avenue in New York City, Beverly Hills, Barcelona, and Madrid have attracted brand loyalists who want to make their connection with Mandarin Oriental permanent. These buyers are not simply seeking a pied-à-terre or an investment property; they are looking for a home infused with the DNA of a brand they love—where service is intuitive, wellness is a priority, and design reflects a sense of timeless elegance.

Photo: Mandarin Oriental Residences Barcelona. Courtesy of Mandarin Oriental

The appeal is multifaceted. First, there is the trust factor. Buyers are drawn to the assurance that their residences will maintain the same level of excellence they have experienced as hotel guests. Second, privacy is paramount.

With no transient hotel guests, our standalone residences offer advanced smart home systems that personalize their space and lock-up-and-leave capabilities for effortless security, complete with world-class amenities tailored exclusively for owners.

From the private dining experiences by Michelin-starred chef and Chevalier de la Légion d’honneur Daniel Boulud down to the fitness, salon, and spa services offered at Mandarin Oriental Residences, Fifth Avenue, to the stunning rooftop terrace and pool at Mandarin Oriental Residences, Barcelona, exclusivity and seamless living go hand in hand.

Photo: Courtesy of Mandarin Oriental

Third, the concept aligns with the evolving preferences of global high-net-worth buyers. As luxury consumers seek out more flexible, hospitality-driven living environments, our branded residences offer a compelling upgrade to traditional luxury condominiums. And lastly, buyers are attracted to the concept and ease of turnkey residences that are offered at one of our properties.

At Mandarin Oriental Residences, Fifth Avenue, anything you would get at a Mandarin Oriental hotel you are buying here as part of your residence, including sheets, pillows, dishes, robes, slippers, furniture, an expresso maker, and more. Brand loyalist buyers are drawn to the fact that they can sign, close, and move into their favorite hotel all on the same day.

Photo: Courtesy of Mandarin Oriental

As the demand for curated, service-rich living environments grows, the standalone branded residence model is poised to thrive. Buyers today seek more than just luxury—they seek a brand that aligns with their values, a name they trust, and an experience that seamlessly integrates into their way of life. With this evolution, branded residences are no longer just an extension of a hotel—they are a definitive lifestyle choice, a permanent expression of the world’s most coveted hospitality experiences.

Adelina Wong Ettelson, Global Head of Residences Marketing  

Adelina Wong Ettelson is a leading expert in luxury branded residences and the Global Head of Residences Marketing at Mandarin Oriental. She has established Mandarin Oriental as a global leader in the branded residence sector with successful launches in iconic destinations such as Miami, Abu Dhabi, Bali, Madrid, and Vienna. Drawing on her extensive experience in luxury marketing and go-to-market strategies, she collaborates with renowned partners to create exceptional campaigns. Adelina is a sought-after thought leader at industry conferences and panels worldwide, shaping conversations around the evolution of branded living.