A growing number of affluent buyers are embracing luxury living by purchasing multiple homes in branded residential developments from hospitality giants like Four Seasons and Mandarin Oriental.
For many, a hotel is more than just a place to stay—it’s an experience they’re eager to replicate in their own homes. Today, loyal customers are taking this philosophy to new heights by securing primary, secondary, and even tertiary residences within properties branded by their favorite hospitality names. Recognizable names like Four Seasons, Mandarin Oriental, and Rosewood, once known primarily for their luxury vacation experiences, are now offering residential living that mirrors these five-star getaways.
This shift signals a major change in real estate, where brand loyalty extends beyond fashion or automobiles and into the very spaces where people live, entertain, and unwind. For these buyers, the appeal isn’t solely about luxury; it’s about the reassurance that comes from knowing exactly what to expect from their living environment.
Michael Shvo, founder, chairman, and CEO of SHVO—responsible for high-profile developments such as Mandarin Oriental Residences on Fifth Avenue in New York and The Raleigh, a Rosewood Hotel and Residences in South Florida—explains the trend. "Discerning buyers purchase residences from the same five-star brand because they value excellence and consistency. That familiarity removes uncertainty from the buying process, creating comfort and confidence."
At SHVO’s properties, this means offering residents access to impeccable service, premium amenities, and bespoke design, whether in a Mandarin-branded tower in Manhattan or a Rosewood-infused Miami landmark. Buyers choose these familiar hospitality brands because they know they can count on the experience, regardless of location or architectural style.
This trend isn’t confined to a single market or region. Developers worldwide are noticing an increase in brand loyalty that is becoming something akin to fervent fandom.
"We often see 'brand loyalists' across our portfolio," says Ramzi Achi, partner at Fort Partners, the firm behind Four Seasons Hotel and Private Residences in Telluride and Coconut Grove. "These buyers recognize the value of a Four Seasons-branded home. They appreciate the luxury, full-service lifestyle that comes with it."
In places like Telluride, this means amenities like in-home oxygen systems to combat altitude fatigue, and in Coconut Grove, Roman-inspired sauna circuits. Across both properties, it’s the attention to detail that speaks to Four Seasons' signature style. "It’s about respect for the place, always within the framework of Four Seasons' unmatched quality," Achi adds.
It's this combination of familiarity and innovation, consistency and local flavor, that keeps brand loyalists coming back. Sometimes, they even choose to live right next door to their previous homes.
At the One&Only Mandarina in Mexico’s Riviera Nayarit, Catherine Martin, sales director, has seen multiple buyers purchase adjacent homes to expand their estates or create private family compounds. “Because these homes are so secluded and connected to nature, many buyers see this as an opportunity to build their own oasis,” she says. For some, it’s not just about adding space; it's about creating the perfect environment for their family’s needs.
Younger buyers are also drawn to branded properties, not just for the luxury but for the peace of mind they offer. "We’re seeing a lot of young families who want to make their favorite vacation destination their permanent home," Martin explains. "For them, buying a branded property offers reassurance—they’re buying into a lifestyle they already trust."
For others, it’s about legacy or even convenience. Sandra Del Castillo, a longtime Cipriani customer, bought three units at Cipriani Residences in Miami. One serves as a second home for when her grandchildren visit, another as an investment, and her stepson also bought on the same floor. "Now that the kids are grown, I can absolutely see myself using the third unit as a second home," Del Castillo says. "It just makes those family moments even more special."
Her deep connection to the Cipriani brand played a major role in her decision. "I’ve been a regular at their New York locations for over a decade," she recalls. "The design of the residences perfectly embodied the Cipriani lifestyle—it felt familiar, luxurious, and timeless. It was an easy decision."
For brands, such loyalty is invaluable. It’s reshaping how developers build and market luxury properties. Shvo observes a growing interest in "a hotel without the hotel guests," referring to private, residential-only properties that offer the luxury of a hotel without the crowds. His Mandarin Oriental Residences in New York exemplifies this trend: exclusive, hotel-like living in the heart of the city.
Looking ahead, developers are adapting to the evolving needs of their loyal clients. Whether it’s spa circuits resembling private clubs, expanding wellness offerings, or global concierge services, the future of branded residences will strengthen the bond between homeowners and the brands they love, long after the closing deals are signed.
For Fort Partners, this means catering to new demands such as biohacking spaces and remote work retreats. For One&Only, it’s about ensuring a seamless experience across continents—so a buyer in Mexico can expect the same level of luxury in Greece. And for Cipriani, it’s about embedding luxury into everyday life even before residents step through the door.
“We’re not just building homes,” Shvo says. “We’re curating a lifestyle that’s intuitive, effortless, and incredibly personal. That’s what today’s buyers want. And it’s what keeps them coming back.”