Tailored luxury living

Brand residences offer more than just a home – they provide a lifestyle plus superb investment opportunities

Portugal’s luxury real estate market is undergoing a transformation, with branded residences at the forefront. Offering the ultimate in exclusivity, world-class amenities, and a lifestyle defined by comfort and sophistication, these properties are redefining the country’s appeal to high-net-worth individuals. As Portugal continues to rise in prominence as a global luxury destination, branded residences are gaining traction in both Lisbon and the Algarve, attracting international buyers eager to invest in properties that offer both prestige and financial return.

A booming market

Branded residences, developed in collaboration with globally recognised luxury brands, have seen remarkable growth in recent years. Portugal is quickly becoming one of Europe’s top destinations for such developments, with over 1,200 units projected by 2031. According to Savills, branded residences in Portugal are expected to grow by 130%, reflecting the rising demand for premium living with seamless service and strong investment returns.

Lisbon leads the way in urban branded residences, ranking second in Europe, just behind London, for the number of such developments. The city’s volume of developable stock coupled with the rich history and modern sophistication make it an ideal setting. The Algarve remains the dominant area for resort-style branded residences, where stunning coastlines, world- class golf courses, and tranquil retreats combine to offer luxurious lifestyles and prime investment opportunities.

Branded residences: Portugal’s appeal

Portugal’s allure for branded residences in part lies in its favourable tax policies, including the Non-Habitual Residency (NHR) scheme, and the low cost of living compared to other Western European countries. Although the NHR tax scheme closed to new applicants in 2023, the newly introduced NHR 2.0 offers a flat 20% tax on professional income and 0% tax on foreign pension income for eligible individuals: strengthening Portugal’s attractiveness as a prime location for international investors and retirees. These benefits, along with superb infrastructure and access to excellent healthcare and education, make Portugal ideal for families, retirees, and high-net-worth individuals seeking both a high quality of life and financial advantages.

Martinhal Residences, the first family-oriented branded residence project in Lisbon, set a new benchmark by being owner-developed, managed, and operated. Located in the vibrant and amenity-rich Parque das Nações, Martinhal offers luxury living tailored to the needs of modern families. With over 90% of units sold before completion, the success of Martinhal Residences speaks volumes. The brand aims to replicate this success with Martinhal Residences Praia da Luz, scheduled for completion in 2027, offering beautifully appointed homes that blend seamlessly with their natural surroundings and offer quality amenities synonymous with the brand.

Chitra Stern, CEO & Co-Founder of Martinhal, emphasises, “At Martinhal, we believe in creating more than just luxury homes – we create experiences that make families feel truly at home. The success of our residences is a reflection of the demand for spaces that blend comfort, style, and a lifestyle that truly caters to the needs of families.”

A growing luxury landscape

The Comporta area has added further appeal to Portugal’s luxury property market, with high-profile developments like the country’s second Six Senses Residences set for the region. This signals growing demand for exclusivity beyond Lisbon and the Algarve, enhancing the value of branded residences throughout Portugal.

In Lisbon, eponymous hotel brand of Andre Balaz’s Standard Hotel residences project is nearing completion in Santa Clara and luxury lifestyle brands such as Yoo and Karl Lagerfeld are slated to launch branded residences in the city. Meanwhile, the Algarve is seeing significant investment, with a major €60 million beachfront development in Meia Praia in Lagos, expected to feature branded residences, further solidifying the region’s position as a luxury destination.

The lifestyle experience

Branded residences offer more than just a home, they provide a lifestyle. With services ranging from concierge assistance to private chefs, personal trainers, and spa treatments, these residences cater to every need of their residents. Many of these developments also foster a strong sense of community, bringing together like-minded

individuals who value both privacy and a resort-style atmosphere.

For high-net-worth individuals who own multiple homes, the appeal of branded residences lies in the consistency of service and quality. Whether in Lisbon, the Algarve, or elsewhere, these properties are managed seamlessly, offering peace of mind for those with global lifestyles. The ability to ‘lock up and leave’, with the property being maintained and managed in their absence, is an added convenience that sets branded residences apart.

Looking ahead

The demand for branded residences in Portugal is set to rise further, with many developments on the horizon. Lisbon’s prestigious areas, such as Avenida da Liberdade and Parque das Nações, continue to attract high-end branded developments that blend urban sophistication with luxury living. The Algarve, with its pristine beaches and world class golf courses, remains a prime destination for branded residences, particularly in emerging regions of the Western Algarve.

For developers like Martinhal and other luxury brands entering the market, the future of branded residences in Portugal looks promising. As buyers increasingly seek not just a home but an all-encompassing lifestyle, Portugal’s branded residences are poised to lead the way in the next era of luxury living. With the combination of privacy, luxury, and financial potential, these properties offer a unique opportunity to tick every box.

According to Pedro Fontainhas, Executive Director of the Portuguese Association of Residential Tourism and Resorts: “For many, it’s the best of both worlds: a luxury home paired with five-star hotel-level service. This growing demand reflects the expectations of sophisticated buyers who value service as much as the property itself.”

Further information – martinhalresidences.com