2022: THE YEAR OF BRANDED PROPERTIES


Eng. Nasser Al Ansari
Chairman
Just Real Estate

This year is a watershed for Qatar, not least because of the long-awaited arrival of the FIFA World Cup bringing with it a much-anticipated tourism and real estate boom. The year will also deliver another landmark in the country’s residential and hospitality real estate segment with the planned 2022-end opening of Q Bairaq Real Estate Investment’s The Pearl Qatar Serviced Residences & Private Apartments Managed by Four Seasons Hotels & Resorts.

Excitement about the landmark development, for which Just Real Estate is the exclusive sales and marketing agent, is gaining momentum as the branded residential property sector enters a re-energized phase.

Until recently, branded residences were a niche luxury real estate segment targeted largely at high net-worth investors who sought opportunities in the most prestigious locations, relished association with leading hospitality names and demanded the associated five-star services and amenities on which the hospitality providers had built their brands. But the investor base is now widening, as more come to realise the significant ease-of-management and investor returns.

The appeal of branded properties is growing because of the advantages they offer – not least the fact that they are fully-equipped, serviced, residences ready to move into. A brand’s involvement gives investors a sense of reassurance that the quality, design, maintenance, and management of their properties will align to the brand’s exacting promise and standards. Another value add is that they give residents access to a variety of five-star services and amenities associated with their branded management capabilities and are therefore highly leasable and command premium rental returns. Indeed, investors don’t actually need to stay in the properties but choose to simply place them to be leased, and maintained, by the branded management company in line with its specific terms and conditions while still retaining the ability to retrieve the apartments within an agreed period.

The Pearl Qatar Services Residences & Private Apartments Managed by Four Seasons Hotels & Resorts have the added advantages of breathtaking sea views and being within a unique and luxurious waterfront destination. Residents will have access to first-rate, culinary experiences on their doorsteps, private, exclusive sand beach, indoor and outdoor swimming pools with cabanas offering maximum levels of privacy and comfort. Furthermore, by using the Four Seasons comprehensive App, residents can customise their personal preferences by directly contacting the hotel management and manage their homes using cutting-edge technologies, whether they are in Qatar or abroad.

JRE can help prospective buyers explore the investment potential for the limited exclusive Four Seasons apartments which include studios, one, two and three bedroom apartments and penthouses, which are among our top 2022 investment picks.

Looking ahead we can foresee more interest in branded residences, as the field is no longer the exclusive domain of hospitality providers, but has seen significant penetration from jewellery and fashion names – think Bvlgari, Versace, Armani and others who have licensed their names and design expertise to developers. 

Starchitects, interior designers and aspirational automotive brands have also tipped their toes in the branded residence waters and the door now seems to be widening to allow celebrity names to enter the field. More could follow including brands (individual personality brands included) who are associated with technology, sporting achievement and sustainability leaders are likely candidates. What, or whoever comes, developers looking for branded partnerships and individual investors should ensure that the brand or personality they buy into has longevity and relevance to sustain investment and returns. Celebrities can come and go, solid brand names span generations.

This article was published as part of the seventh edition of Property Finder Qatar’s Trends Report.