Discover how Branded Residences are redefining residential real estate development with ONIRIUS HOSPITALITY ADVISORS
Branded Residences are residential real estate assets complemented by hotel services or luxury consumer brands, often integrated into rental programs managed by professional operators or international hotel chains.
This model involves three main stakeholders:
- Real estate developer
- Rental program operator or international hotel chain
- Buyer / Investor
The Branded Residences create value for all stakeholders in the ecosystem:
Real estate developer
- Buyer confidence thanks to the brand.
- Higher prices and presales that improve cash flow.
- Greater visibility and access to the hotel’s clientele.
Hotel chain / Brand
- Revenue from licensing and/or management.
- Diversification of the offering (hotel + residences).
- Stronger relationship with their clients.
Owner
- High-end amenities and services.
- Backing of an international brand.
- Potential for appreciation and profitability with professional management.
Latin America has a key residential real estate advantage.
Its proximity to the United States, the largest market of Ultra High Net Worth Individuals (UHNWIs) familiar with the branded residences model. The Caribbean, in particular, has established itself as an attractive destination for American second homes.
The new UHNWIs in Latin America seek branded products they identify with, which provide them with prestige and security.
Market analysis
- Assessment of the tourist residential and branded residences market in the destination;
- Study of supply and demand, trends, investment, and returns; and
- Benchmarking of comparable projects and analysis of the local and regional competition.
Product and sales strategy
- Estimation of the premium and sales pace compared to non-branded projects;
- Definition and segmentation of the buyer profile (nationality, budget, intended use, and investment motivations); and
- Conceptualization of the optimal number of units, ADR, and estimated occupancy.
Operating and rental models
- Analysis of local regulations for obtaining licenses;
- Review of operating agreements and management models shared with hotels;
- Support in conceptualizing the condominium bylaws;
- Analysis of lock-off units, services, and amenities; and
- Preliminary design of rental programs.
Financial models
- Preparation of joint operating statements (hotel + residences);
- Projection of income, expenses, fees, and profit distribution per unit; and
- Review of co-ownership expenses (Condominium / HOA).
Track Record
In the past five years, Onirius has been directly involved in the development of more than 20 Branded Residences projects in Latin America and Spain.
Margaritaville Beach Resort & Residences - Playa Caracol, Chamé
Grupo Los Pueblos continues expanding Playa Caracol, its large-scale project in Chame, West Panama. Under the Margaritaville brand, the project—already under construction—will include 260 residences: 80 standalone cottages and 180 beachfront condominiums, ranging in size from 49 to 365 m². Onirius is leading the operator selection and the financial modeling of these branded residences.
Molaya Bay Residences - Capira, Panama
Trinityhills Capital is planning a tourism–residential masterplan in Altos de Campana National Park, Capira district (Panama Oeste), which will include branded residences and the largest artificial surf lagoon in Panama, complemented by a beach and a wide gastronomic offering: Molaya Bay. Onirius was engaged to conduct the market study and the conceptualization of the project’s residential component.
Vervana Beach Condos | The Residences Collection - Playa Venao
Vervana Playa Venao is a luxury residential and tourism development in Playa Venao, Panama, offering beachfront villas and residences with premium amenities such as a pool, spa, and social areas. Designed with a focus on sustainability and integration with nature, the project includes branded residences that allow hotel operation and income generation for owners. Exclusively commissioned by Chagres Capital, Onirius conducted the hotel and residential market study and led the selection of the lodging operator.
Bioma Residences - Costa del Este, Panama City
“Developed by The Velopers, this is a luxury residential project in one of the most modern and exclusive areas of Panama City, combining contemporary design, sustainability, and expansive green spaces with premium amenities. The project offers residences and apartments oriented toward a lifestyle balanced between city and nature, leveraging its strategic location. Onirius was engaged by the developer to carry out the hotel–residential ‘highest and best use’ market study.
DOVLE Cincuentenario - Panama City
Developed by The Velopers, this is a luxury residential project located on the central Avenida Cincuentenario, offering modern and functional apartments with high-quality finishes and exclusive amenities such as a gym, pool, and social areas. The project combines urban convenience with contemporary design, leveraging its strategic location near the financial district and services. Onirius led the structuring of the operating agreements for the project’s residential tourism component.
Gran Central Bungalo - Santa Ana, Panama City
Gran Central, developed by Grupo Conservatorio, is an urban revitalization project on Avenida Central, Panama City, integrating residences, a hotel, retail, and community spaces within a walkable district focused on sustainability. As part of this master plan is Gran Central Bungalo, an aparthotel with 128 fully furnished units managed for short- and mid-term rentals, offering full services and amenities. In this component, Onirius led the structuring of the operating agreements, contributing to the project’s investment and management model.
Tropicana Los Cabos, Tapestry Collection by Hilton.
Developed by Fortem Capital, the property showcases a distinct Mexican colonial style reflected from the veranda to the wooden beams of its high ceilings. It features 70 rooms, including two suites, decorated with art and authentic details that capture the spirit of San José del Cabo’s historic center. Onirius participated in the hotel and residential market study, in the brand selection, in the refinancing process, and currently manages the property’s asset management, while a second phase of branded residences is being developed to expand the project’s offering.
SIRO Palmilla Hotel & Residences - Los Cabos
SIRO Palmilla, developed by Fortem Capital and scheduled to open in 2027 in the serene Los Cabos region of Baja California, will be a resort focused on wellness, fitness, and recovery, featuring 120 rooms and residences, including 14 standalone villas that embody the brand experience. As part of Palmilla Reserve, just 2 km from the iconic One&Only Palmilla, the project will be operated by Kerzner International. Onirius has been involved from the outset in the hotel and residential market study, the selection of the brand and operator, and the definition of the project’s strategy and positioning.
Riviera Maya Ciudad Deportiva - RCD Espanyol
In 2023, RCD Espanyol announced its goal of replicating its Barcelona sports city in Quintana Roo, with the aim of fostering local talent, attracting sports tourism, and driving regional development. In this project, Onirius participated in the review and analysis of the feasibility of the residential master plan, as well as in the hotel market and feasibility study, contributing its expertise in planning and development.
MasterPlan Lahun Tiku - Mahahual, Quintana Roo.
Lahun Tiku is a tourism complex under development in southern Quintana Roo, envisioned as a low-impact luxury project inspired by the concept of ‘barefoot luxury.’ The master plan includes around 1,000 hotel rooms and 300 residential units, along with complementary spaces oriented toward sustainable tourism. Onirius is leading the advisory on the hospitality uses of the project, developing a hotel market study and financial modeling of the residences to ensure the project’s viability and positioning.
Hidden Park Residences - Mazatlán
Hidden Park Residences Mazatlán is a premium residential development that integrates contemporary design, resort-style amenities, and a strategic location in one of the city’s fastest-growing tourism areas. Onirius has led the brand and operator selection for the units, ensuring that the project aligns with market trends and delivers a differentiated proposition for both residents and investors.
Punta Nativa - Barú
The Punta Nativa Master Plan, developed by Grupo Argos on Barú Island, 36 km from Cartagena, integrates a large-scale tourism and residential offering. The destination includes: an operating Sofitel with 189 keys, an expansion process with 80 additional keys and branded residences; a 96-key boutique hotel operated by Hotel 23; a Four Seasons Hotel & Residences under development; the 360-key expansion of Decameron Barú, as well as the Cala Blanca Residences by Arquitectura y Concreto. The master plan also includes lots for sale for new developments. In this project, Onirius prepared the market study for the master plan, participated in its conceptualization, and is currently leading the search for investment for the development of the hotel and branded residences.
Calacarta Resort - Cartagena
Located in the northern area of Cartagena, just 20 minutes from the international airport and 25 minutes from the walled city, this development features a Crystal Lagoon as its main amenity, along with a hotel component and a set of residential villas. Sinergo Development Group engaged Onirius to conduct the hotel market study, the conceptualization of the branded residences, and their financial modeling.
Casa 14 Hotel & Branded Residences - Medellín
PROAL is developing a mixed-use real estate project in the southern area of El Poblado, Medellín, integrating both hotel and residential components. Onirius was exclusively engaged to conduct the hotel and residential market study, conceptualize the branded residences, and lead the brand and operator selection process.
Santúa, Autograph Collection Hotel & Residences - Santa Marta
Scheduled to open in 2030, this development will be part of Playa Santúa, a beachfront complex that will integrate a hotel, branded residences, a convention center, and a retail area, just five kilometers from the International Airport. The project includes a 130-suite hotel and 44 branded residences on the upper levels of a 25-story tower overlooking the Caribbean, crowned by a rooftop with an infinity pool and private bar. Developed by Grupo AR, the project involved Onirius, responsible for the hotel and residential market study that supported the project’s conceptualization and strategy.
Marbella Hotel & Branded Residences - Cartagena
Grupo Éxito is evaluating the development of a mixed-use real estate project in the Marbella – El Cabrero area, in the western part of Cartagena and next to the historic center. This area, known for its residential and tranquil character, combines old and modern architecture, giving it high urban value. For this project, Onirius carried out the hotel and residential market study, which served as the basis for the optimal structuring of the initiative.
Other Relevant Projects
Palacio de Miraflores - Madrid, Spain
Onirius is supporting Mohari Hospitality in the sale process of the Palacio de Miraflores in Madrid. The transaction is framed within the vision of transforming the property into a branded residences project under an ultra-luxury hotel brand.
Punta del Norte - Guanacaste, Costa Rica
Onirius carried out a market study for Copperstone Partners with the objective of evaluating the feasibility, conceptualization, and viability of a lodging project in the province of Guanacaste. The results recommended the development of a mixed complex of hotel and villas, supported by a prestigious international brand.
Our Clients
Testimonials
News and Analysis
According to Onirius data, Mexico is already in the global top 5 for Branded Residences, with more than 50 active projects, and is expected to grow by over 50% by 2030, driven by the Caribbean.
Fortem Capital, in partnership with Hamak Hotels and Hilton, and with the support of Onirius, is transforming an iconic property into the first international hotel in the historic center of San José del Cabo, which in a second phase will incorporate exclusive branded residences.
Exclusive breakfast at Club Industriales – Mexico City: ONIRIUS, CANNIZZO Abogados, and LOGAN Valuation brought together financial leaders and investors to explore the keys to 360º Branded Residences in Mexico.
At the 2025 edition of the GRI event in Mexico City, a key discussion was held on luxury residential and branded residences.
Onirius, together with Kerzner International, is driving the first wellness hotel with branded residences in Mexico, a pioneering project in hospitality and lifestyle wellness.
Onirius is supporting Camacol Bogotá and Cundinamarca in its business mission to Mexico City to explore best practices in the real estate sector and opportunities in Branded Residences and Short-Term Rentals.
Créditos:
Created with images from: • Unwind – “Aerial view of tropical beach with resorts in Cabo San Jose, Baja California Sur, Mexico.”• Trinity Hills Capital – Preliminary rendering of the project “Molaya Bay Residences” • Grupo Los Pueblos (GLP) – Rendering of the project “Margaritaville Beach Resort & Residences – Playa Caracol” • Chagres Capital – Rendering of the project “Vervana Beach Condos | The Residences Collection – Playa Venao” • The Velopers – Rendering of the project “Bioma Residences – Panama City” • The Velopers – Rendering of the project “DOVLE Cincuentenario – Panama City” • Grupo Conservatorio – Rendering of the master project “Gran Central – Panama City” • Fortem Capital – Photo of “Tropicana Los Cabos, Tapestry Collection by Hilton” • Fortem Capital – Preliminary rendering of the project “SIRO Palmilla Hotel & Residences – Los Cabos” • RCD Espanyol – Preliminary rendering of the project “Riviera Maya Ciudad Deportiva” • The Club Company, Masters Land Developers – Preliminary rendering of a “project within the Lahun Tiku masterplan” • PROYTEL – Rendering of the project “Hidden Park Residences – Mazatlán” • Grupo Argos – Rendering of the project “Casa Cantero – Barú” • Sinergo Development Group – Rendering of the project “Calacarta Resort – Cartagena” • PROAL – Rendering of the project “Casa 14 Hotel & Branded Residences – Medellín” • Grupo AR – Rendering of the project “Santúa, Autograph Collection Hotel & Residences – Santa Marta” • Wikipedia – Photo of “Palacio de Miraflores – Madrid” • Onirius Hospitality Advisors – Photo of “Punta del Norte – Guanacaste, Costa Rica”