The branded residences sector has expanded enormously over the past decade, achieving 180% global growth according to Savills’ Branded Residences 2024/2025 report.
And the report suggests there’s plenty more to come: “We predict that, as the global economy continues producing HNWIs with international lifestyles, there will be an ever-increasing demand for branded residences across international markets… The branded residential sector continues to generate excitement with the extrapolated pipeline exhibiting sustained growth.”
Those snapping up branded residences, as both first and second homes, are drawn to the lifestyle aspects of the properties and the outstanding service for which the brands in question are known. Leading the sector is Marriott International, which has been the hotel-branded residence leader since 2002.
In Portugal, a market that Savills describe as experiencing unprecedented growth, the Algarve is a key area of focus for branded residences.
There, Iberian developer Kronos Homes is selling Marriott branded residences at the Salgados Resort. The Marriott Residences Algarve Salgados, along with the co-located The Residences at The Westin Salgados Beach Resort, encompass 96 homes available for private purchase as primary or secondary residences.
Following an extensive rebranding conducted by leading hotel management company, Highgate Portugal, which will be managing the two developments, the properties blend luxury amenities with the hotels’ hallmark service.
Beyond location and service excellence, many buyers are drawn to branded residences by their high-quality finishes and luxury amenities.
The 42 residences at the Westin Salgados Beach Resort, which offer spacious two- and three-bedroom layouts, and the 54 Marriott Residences Salgados Resort, which include one- to three-bedroom homes, exemplify this wealth of premium amenities. Buyers enjoy access to on-site swimming pools, fitness and wellness centres, restaurants, spas, an 18-hole golf course and concierge services.
Buyers can choose between beachfront homes, with frontline Westin Salgados Beach Resort properties nestling just 100m from the golden sands of Salgados Beach, and Marriott Residences Salgados Resort homes overlooking the verdant fairways of Salgados Golf Course. Launching prices for the Westin Salgados Beach Resort Residences start from €675.000 for a two-bedroom while the Marriott Salgados Resort Residences are priced from €350.000 for one bedroom.
Convenience is another major attraction for branded residence buyers.
The key-ready properties being sold by Kronos Homes all come fully furnished and equipped to Marriott and Westin’s exacting standards, meaning buyers are free to start enjoying their new homes the moment they set foot in them. The residences can be either primary homes and holiday homes for frequent usage, particularly given their location just a 35-minute drive from Faro International Airport, which offers regular, direct flights to the US, the UK and elsewhere in Europe.
Security, asset protection and rental programmes, which Savills reports have “become increasingly popular in the last decade of branded residence development, unsurprisingly among resort residences in particular,” add further weight to the appeal to buyers.
Optional rental programmes mean that buyers can enjoy their residence when they wish, while offsetting some of the cost of ownership at other times. For those who prefer not to rent out their property, the peace of mind that comes with lock-up-and-leave features is also part of the territory when it comes to buying a branded residence.
Those buying in Portugal right now have the opportunity to be part of a strong and growing market.
Alda Filipe, Partner and Regional Director at Kronos Homes, comments: “Portugal has long been a favourite with property buyers seeking a blend of financial and lifestyle benefits. Branded residences take that offering to the next level, delivering exceptional quality, service and amenities, along with significant potential for capital appreciation and rental returns. Whether as an investment, a lock-up-and-leave holiday home or a primary residence, The Residences at The Westin Salgados Beach Resort and Marriott Residences Salgados Resort present a compelling case for being part of this thriving sector.”
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