Thailand Rises as a Dominant Player in Southeast Asia’s Luxury Real Estate Market
A notable trend across the region is the rise of branded residences, which blend luxury living with professional management, appealing to UHNWIs seeking both lifestyle and investment returns.
Southeast Asia’s luxury real estate market has seen remarkable growth in 2025, positioning itself as a vibrant and sought-after sector for high-net-worth individuals (HNWIs) and global investors. Spanning countries such as Thailand, Singapore, Vietnam, Malaysia, Indonesia, and the Philippines, the region is thriving due to robust economic expansion, rising affluence, and evolving consumer preferences.
Key Points
- Branded residences, typically licensed by global hotel brands, are becoming increasingly popular in Southeast Asia, with Asia accounting for 21% of global projects and Southeast Asia comprising 12% of that number.
- Thailand dominates the regional market for branded residences, with 12,656 launched units worth $6.2 billion, and new projects emerging in the capital, Bangkok.
- One of the most talked-about projects in the country is Porsche’s residential tower in Bangkok’s upscale Thong Lo area. Slated to complete in 2028, the 95-meter-high tower will comprise 22 units priced between $15 million and $40 million.
The market is projected to grow robustly, with the broader Southeast Asian real estate sector expected to reach a value of US$27.07 trillion in 2024, of which residential real estate—particularly the luxury segment—plays a significant role, forecasted at US$23.31 trillion.
By 2029, this is anticipated to climb to US$30.79 trillion, growing at an annual rate of 2.61%. Within this, the luxury segment is fueled by a rising number of ultra-high-net-worth individuals (UHNWIs), with projections suggesting a 45.2% increase in their population by 2028 in markets like Thailand, Vietnam, and the Philippines, outpacing the regional average.
These residences, offering exclusivity and hotel-style services, dominated top sales in the Asia-Pacific region in 2024 for companies like Minor International. Bangkok, meanwhile, sees strong demand from Chinese and European buyers, with condos and high-end homes priced above 50 million baht (around US$1.5 million) drawing local and foreign interest. Thailand’s appeal is enhanced by favorable visa policies, such as long-term options for wealthy individuals introduced in 2022, and its relative affordability compared to global hubs like Hong Kong or London.
