Q2 2025 Market Insights
Q2 2025 maintained the sector’s growth trajectory, broadly in line with recent quarters, though slightly slower than Q1 2025. By the end of the quarter, the total number of branded residential projects reached 1,803, comprising 1,018 pipeline developments and 785 completed projects. Of the 69 Q2 2025 project additions, 67 were newly signed pipeline schemes, while net conversions to completed projects remained limited, with only two projects moving to completed status.*
New brands continued to enter the branded residential market with Chelsea Football Club branded residences launching in Dubai, while BRABUS, and the Italian designer HENGE brand debuted in Abu Dhabi. The entry of these diverse brands underscores the growing appeal of the sector, as an increasing number of operators and lifestyle brands seek to participate in the branded residential market. Established operators expanded globally, with Aman’s Janu brand preparing its first launch in Turks and Caicos.
Regionally, MENA led new signings at 28%, driven by the UAE (74%) and Saudi Arabia (16%). North America contributed almost 24%, primarily from the United States (87.5%), while CALA accounted for nearly 21% of the quarter’s additions, concentrated in Brazil (29%) and Mexico (21%). Asia Pacific represented 16%, led by India (73%), Europe added 12%, with Portugal contributing 50% of the region’s signings, while Africa recorded no new projects. Across all completed and pipeline projects in Q2 2025, the global distribution shows North America at 24%, Asia Pacific at 21%, MENA at 20%, Europe and CALA both at 17%, and Africa at 1%. Comparing the global distribution trends to this quarter’s new signings, MENA strengthened its position in the global race for the world’s second-largest hub of branded residential development, driving the majority of new additions, while Asia Pacific remains a key competitor but contributed more modestly. CALA and Europe, however, maintain near parity in overall market share.
Standalone developments led the new signings at 49%, followed by Co-Located projects at 46%, and Integrated formats at 5%. On the other hand, Urban locations accounted for 47% of new additions (down from 56% in Q1 2025), Resorts for just under 41%, and Urban-Resorts for 12–13%. On a global scale, considering all completed and pipeline projects, Urban settings maintain a leading share at 45%, even though their share of new additions this quarter has decreased, in comparison to Q1. Hotel brands remain the sector’s primary driver, with Marriott remaining the undisputed global leader among parent brands. Among non-parent hotel brands, Four Seasons maintains a narrow lead over Ritz-Carlton. In comparison, non-hotel operators continue to gain ground. One year ago (Q2 2024), 77% of all completed developments were hotel-branded. In Q2 2025, this has slightly declined to 76%, with the pipeline at 75%. This trend is further reflected when looking at new project signings in Q2 2025 where non-hotel additions accounted for 45%, led by Design (26%), Fashion (19%), and Entertainment (19%) brand types.
This quarter’s Market Spotlight section focuses on the United Arab Emirates, with particular attention on the Dubai and Abu Dhabi markets.
