73% of buyers with families prefer branded residences: Knight Frank report

In the lead up to the Future Hospitality Summit (FHS) Saudi Arabia taking place in Riyadh with TravTalkME as media partner, Knight Frank has released that 73% of buyers with families prefer branded residences for long-term living in their study about the surging demand for branded residences in the Kingdom. The report titled “Destination Saudi, branded residences in focus,” discusses the strong momentum branded residences are gaining in Saudi Arabia’s real estate sector, with 68 percent of expat buyers surveyed saying they are likely to purchase a branded residence in the Kingdom. Millennials are leading this demand, and hotel-branded residences are their top choice—especially among high earners with household incomes above SAR 40,000 per month.

Key highlights from the report include:

• 73% of buyers with families prefer branded residences for long-term living
• 52% are interested primarily for investment purposes
• Preferred locations include Riyadh (48%), Jeddah (33%), and NEOM (29%)
• Expat respondents expect to spend a combined SAR 630 million on branded residential assets
• A majority of buyers prioritise design, service, and proximity to business districts and schools

As Saudi Arabia continues its urban and hospitality transformation, this emerging asset class offers strong potential for investors and developers looking to meet evolving lifestyle expectations and has a dedicated track at FHS Saudi Arabia with sessions about market trends, legal frameworks, investor strategies and global buyer behaviour.