Thailand has become Asia’s leading branded residences market, with a total market value of THB 205.3 billion in 2026, up 13.3% year on year, according to C9 Hotelworks’ Asia Branded Residences Market Review 2026. The report was launched in Bangkok on 16 June 2026, with Capstone Asset CEO Titiwat Kuvijitsuwan joining the launch panel.
How big is Thailand’s branded residences market in 2026?
According to the report, Thailand holds the largest share of branded residence units in Asia at 26%, with 63 projects totalling 13,947 units. It also leads Asia in luxury branded residences with 30 projects, ahead of Vietnam and South Korea.
- Bangkok: the country’s core urban branded residential market
- Phuket: Asia’s largest resort branded residences market
- Koh Samui: a fast-rising market for luxury villas
The report also features PEYLAA Phuket, Marriott’s first Autograph Collection Residences in Asia Pacific, developed by Capstone Asset.
Not just a Thai market, a global one
“What will keep driving demand for branded residences is positive investor sentiment, supported by infrastructure and the economy. We often ask how big the Thai market is, but branded residences in Thailand are not just for Thai buyers – they are for a global audience. So the real question is how big that worldwide market is, and how to draw it into Thailand,” said Bill Barnett, Managing Director of C9 Hotelworks.
A developer’s perspective
“Branded residences in Phuket are growing, and trust is one of the biggest factors in a buyer’s decision. The brand is an assurance that buyers will receive quality and service to the brand’s standard,” said Khun Titiwat.
He also shared Capstone Asset’s experience as a developer of branded projects, from choosing the right hospitality partner to designing for how residents actually live, noting that “the branded model is changing how developers underwrite and design residential projects.”
Watch the interview from the event
Thank you to C9 Hotelworks, fellow panellists and all guests.
