Vietnam now among top 10 fastest growing markets for branded residences

Stock has risen 11% per annum from 2017 to 2021 to reach over 2,200 units.

Savills says branded residences resonate with the buying public regardless of how COVID-19 affected real estate in 2020. In terms of market size, recent Savills Global Research found Viet Nam is now among the 10 fastest world growth markets. 

From 2017, stock in Viet Nam has risen by 11% per annum on average to over 2,200 units from 24 projects, by Q1/2021. According to Savills, completed branded residences in Viet Nam are to be found in major tourism cities and provinces such as Kien Giang, Da Nang, Quang Nam, Quang Ninh and Khanh Hoa. Most are high-end villas on land of up to 2,500 sq m on the beach, or with sea views and private pools. 

Here’s more from Savills:

Branded residences have mostly been supplied by local developers including Sun Group with a 39% share, followed by BIM Group with a 9% share of the market. 

In terms of operator, Accor leads with over 1,200 units from nine projects or 56% of completed supply, followed by Wyndham with 245 units from two projects or 11% while IHG, Furama and Radisson Blue accounted for 6% each. 

Performance

Limited new supply has seen absorption of 88% in Q1/2021. Land prices range from US$1,000 per sq m to over US$7,700 per sq m with the highest from the InterContinental Ha Long in Quang Ninh. Asking prices are US$500,000 to US$7,000,000 with the highest from Regent Villas, and Resort Phu Quoc in Kien Giang Province. 

Kien Giang had a 54% share of sales and the highest absorption rate of 86%. Phu Quoc is one of the fastest growing destinations in the country, with arrivals growth of 54% per annum from 2015 to 2019. Da Nang with 16% had the second highest share of sales with absorption of 79% in Q1. 

Da Nang pioneered branded products over ten years ago and early policies supporting resort development included priority infrastructure investment projects, promoting destinations and regional cooperation. 

There have been examples of branded residences offering guaranteed returns (GRs) of up to 18% per annum for a three-year period and GRs of 9% to 10% per annum for a ten-year period. GRs are slowly being phased out by the market, however, as they require subsidies from the operation which may be burdensome. Recent projects such as Wyndham Skylake, Fusion Resort & Villas Da Nang, Meliá Ho Tram Phase 2 - The Hamptons, Sun Premier Village The Eden Bay do not offer GR schemes. 

Demand

Luxury brands have proved appealing to the newly wealthy, as a mark of success. 

Owning a branded property is seen as status affirming and a smart investment choice. Purchasers of branded residences are assured of a quality product, limited in supply with premium brand values. Pre-existing brand awareness means the residential product gets a wider profile and with that, access to a larger demand base. 

Target markets include local high net worth individuals (HNWIs) and overseas buyers, which so far, have been mostly from China, Hong Kong, Taiwan, and Korea. In 2020, Viet Nam’s HNWIs comprised around 19,500 people, up 6% per annum from 2015 to 2020. By 2025 the HNWI population will reach over 25,800 placing the country fourth in Southeast Asia after Thailand, Indonesia, and Singapore. 

There has been increased overseas interest in high-end products, with legally established project quotas quickly taken up. This trend is expected to continue for well located, premium projects. Regionally, Viet Nam prices are competitive while capital growth prospects, together with appealing yields, are piquing foreign interest. 

Around 65% of buyers are longer term investors; 30% are occupiers, while speculators represent around 5%. 

Real Estate policies have been gradually eased for foreign buyers, and for developers - with development criteria tightened to better protect purchasers. There is no additional tax for luxury properties. Overseas nationals are allowed to own properties as stated in commercial contracts but are limited to a 50-year leasehold tenure. 

Outlook

Asia Pacific is forecast as a branded residence hotspot, borne out by the increasing number of projects. The lower entry costs in the region present less development risk but have the appealing potential to reach new demand. The burgeoning middle- and upper-classes present further potential for branded residences.

Meanwhile hoteliers are bringing more brands into play and a wave of new brands from art, fashion, design and celebrities is expected as geographic expansion continues. 

Branded residences in major cities will also become more established over the next few years as the approach delivers superior quality builds, proven luxury with brand recognition and 5-star service. Opportunities and potential growth in this high-end sub-segment are forecast.